ScholarWorks@숙명여자대학교

초록

To determine how the quality of service for low-cost carrier affects brand personality and customer loyalty, the study set ‘does the service quality of low-cost carrier has a positive impact on brand personality and customer loyalty?’ as a research issue, it aims to presentmeasures to gain competitiveness. Asummary of the results of empirical analysis is as follows. First, service quality has a significant impact on brand personality in part. Among them, operational services were found to have a significant impact on all types of brand personality. Second, the quality of service was shown to have a significant influence on customer loyalty. Third, brand personality was found to have a significant influence on customer loyalty in part, but not all types of brand personality were found to affect customer loyalty. A loyal customer is a key factor in driving reuse of customers and allowing them to perform repetitive purchases. Therefore, the management of quality of service and brand individuality, which have a significant impact on customer loyalty, is very important, and should be supported, in particular, by the quality of servicemanagement for the greatly impacted operational services.

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