Image congruity as a tool for traveler retention: a comparative analysis on South Korean full-service and low-cost airlines

Retaining customers is irrefutably one of the top priorities in the increasingly competitive airline marketplace in South Korea. This research was an empirical endeavor to better comprehend the role of image congruence, attitude, confidence, and love in building airline customers' repeat patron...

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Bibliographic Details
Published in:Journal of travel & tourism marketing 2020-03, Vol.37 (3), p.347-360
Main Authors: Han, Heesup, Koo, Bonhak, Hyun, Sunghyup Sean
Format: Article
Language:English
Subjects:
airline type
Airlines
attitude
confidence
Customer retention
full-service airline
ideal social image congruence
love
low-cost airline
repeat patronage intention
social image congruence
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Summary:Retaining customers is irrefutably one of the top priorities in the increasingly competitive airline marketplace in South Korea. This research was an empirical endeavor to better comprehend the role of image congruence, attitude, confidence, and love in building airline customers' repeat patronage intention by considering the moderating impact of airline type. Our result demonstrated the significant role of these constructs in determining intention. In addition, airline type had a significant effect. Moving one step further than the extant literature, this study successfully developed a meaningful conceptual framework offering a clear understanding of the convoluted customer post-purchase decision formation.
ISSN:1054-8408
1540-7306
DOI:10.1080/10548408.2020.1757564