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NTIS 바로가기한국항공운항학회지 = Journal of the Korean Society for Aviation and Aeronautics, v.28 no.3, 2020년, pp.1 - 11
김광일 (신라대학교 항공운항학과)
Despite the importance of Creating Shared Value(CSV), few research has been conducted to understand it. Filling in this existing void, this study was an attempt to provide a clear understanding about what triggers airline customers' decisions according to the airline company's CSV activities. Throug...
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핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
항공사의 이미지란? | 항공사의 이미지는 소비자가 항공사에 대하여 떠올릴 때, 그려지는 전체적인 인상(total impression)이라고 정의할 수 있다(Aaker, 1992; Keller, 1998). 따라서 기업의 이미지는 고객의 인식에 따라 다른 이미지를 가질 수 있다는 것이 명백하다. | |
신뢰란 무엇인가? | 신뢰(trust)는 사람과 사람 간에 약속을 지키고, 의무를 다하는 것에 대한 기대를 의미하는데, 상대에 대한 정직성, 이타심, 능력, 호의 등을 지각할 때 형성된다. 이러한 신뢰는 앞서 언급한대로 사람을 대상으로 형성되기도 하고, 기업을 대상으로 형성되기도 하기 때문에 마케팅 분야에서 활발한 연구가 진행되어 왔다(Castaldo et al. | |
우리나라의 저비용항공사는 몇 개가 운항 중인가? | 최근 10년간의 국내항공시장은 저비용항공사(low cost carriers, LCCs)의 등장과 약진으로 활발한 경쟁상황에 직면해 왔다. 2019년 현재 우리나라에는 제주항공, 에어부산, 진에어를 포함한 8개의 국적항공사가 운항 중이다. 대한항공과 아시아나항공이라는 2가지 선택 기회밖에 없었던 소비자에게 선택의 폭이 넓어지게 되고, 소비자는 다양한 관점에서 항공사를 평가하고, 이를 바탕으로 행동을 하게 된다. |
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