항공사 브랜드 포지셔닝 연구

Abstract

This study adapted multidimensional scaling analysis to explore how passengers position brands based on airlines selection attributes. A positioning strategy that establishes competitive advantage is critical for the financial success of a airline brand. The airlines service market appears to be extremely competitive due to the emergence of the LCC. This study has produced perceptual maps of relative positions of brands and their selection attributes. Empirical data was collected from the passenger experienced in boarding. The results of multidimensional scaling analysis reveal that Korean Air vs Asiana Airlines, Jin Air vs Air Busan, Tway vs Easter Jet closely competitive ; this can by seen by their close proximity in the perceptual map. However, certain brand possess a unique image attribute and is associated with other brands; Jeju Air appears to located on isolated points on the perceptual map. This study provides specific suggestions about how a airlines service can use the results to improve their performance or to build a different edge.