A study on the importance of airline selection attributes by airline type: An emphasis on the difference of opinion in between Korean and overseas aviation experts

Abstract

The main purpose of this research is to understand the relative importance of airline selection attributes that are considered important by passengers when selecting an airline. Specifically, we analyzed how the attribute selections differed based on airline types, a Full Service Carrier (FSC) and a Low Cost Carrier (LCC). For this purpose, a Delphi analysis was performed with 34 Korean aviation experts and 32 overseas aviation experts as the target sample groups. Statistical tests including Mann-Whitney U Test and Wilcoxon Signed Rank Test, were used to analyze the selection attributes. In the case of FSCs, safety, flight schedule, cabin interior, and fast check-in processes were considered to be important selection attributes whereas for LCCs, air fare level, flight safety, the convenience of air ticket purchasing procedures, and additional charges were considered to be the important selection attributes. Additionally, there was a difference in the importance of airline selection attributes depending on whether it was a Korean or overseas aviation market. The result of these findings may be utilized as basic data in establishing a marketing strategy for an airline company to attract more passengers.