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With the increased competition in airline industry, airlines are continuously searching for service strategies that will satisfy different target segments and try to differentiate their products. Therefore many researchers have tried to find what are the passenger's wants and needs, and what are the passenger's airline choice attributes and factors according to their demographic characteristics. But according to the theoretical review of this study, the factors and characteristics are much different among the articles and previous studies. So the purpose of this study is to review what is the common airline choice attributes except air fare for passenger, and to find out the airline service factors affecting the image of passengers. The result of this study through factor analysis shows four airline service attributes (operational service, sales and check-in service, auxiliary service and cabin service) and two common airline image factors of material service image and human service image. As analysed thus, there are differences in perceptions of the importance on air service factors, with discernable difference on the effect of perceptions on image, and the existence of a relationship between service and airline image was proven, calling for the need to determine the differentiated services for building up good image to different target passenger.