항공사 선택속성에 따른 포지셔닝 연구

The objective of this study is to analyze the positioning of six representative airlines-Korean Air, Asiana Airlines, Singapore Airlines, Cathay pacific Airways, Thai airways, Philippine airlines-in Southeast Asia bound in order to contribute to the enhancement of their competitiveness. Also this paper seeks to study to recommend marketing strategies to national airlines in order to futher improve their competitive edge. For the empirical research, the survey data were collected from 144 passengers on boarding the Southeast Asia airlines in the Incheon international airport from July 1 to 15, 2007, who had experience of riding planes from one of the airlines in the past. In this study, Multidimensional scaling(MDS) was utilized to investigate differences in customers` perception levels, preferences levels and ideal points among 6 airlines. Results of this study are summarized as follows. First, There are competitive relationship between Thai airways and Philippine airlines also Singapore Airlines and Cathay pacific Airways. Second, according to the competitiveness analysis of factors of selection, Asiana airlines has competitiveness mostly except safety and cabin attendant`s kindness. But, in the analysis of preference, Korean Air was ranked as the preferred airlines in most factors. However, conducting research that studies airline positioning based on preference categories-simultaneously utilizing similarities, preferences, significance of preference categories, samlpe group`s preference--is unique from the existing body of knowledge.