항공서비스 이용자의 라이프스타일에 따른 항공사 제휴 마일리지 신용카드 이용행태와 항공사 선택속성에 관한 연구 (Lifestyle Segmentation of the Customers of Airline Co-branded Credit Cards and their Airline Selection Behavior)

서지정보

· 발행기관 : (사)한국관광레저학회
· 수록지 정보 : 관광레저연구 / 27권 / 5호 / 149 ~ 167페이지
· 저자명 : 안대천, 주진혁, 김미정

초록

This study intends to explore the relationships between the lifestyles of airline customers and their co-branded credit card usage and airline selection behavior. The results from a survey of a stratified cluster sample of 392 airline consumers show that the respondents are classified into three lifestyle clusters, namely, 'innovative achievers', 'frugal shoppers', and 'brand-focused information seekers'. The three clusters differ from each other in their airline co-branded credit card usage patterns, which, in turn, affect evaluations of the attributes of airline services. In addition, the three lifestyle groups differ in the evaluations of the attributes of airline services.
These findings imply that the understanding of customers’lifestyle characteristics helps develop target-specific airline and credit card marketing strategies as well as their collaborated marketing activities.

영어초록

This study intends to explore the relationships between the lifestyles of airline customers and their co-branded credit card usage and airline selection behavior. The results from a survey of a stratified cluster sample of 392 airline consumers show that the respondents are classified into three lifestyle clusters, namely, 'innovative achievers', 'frugal shoppers', and 'brand-focused information seekers'. The three clusters differ from each other in their airline co-branded credit card usage patterns, which, in turn, affect evaluations of the attributes of airline services. In addition, the three lifestyle groups differ in the evaluations of the attributes of airline services. These findings imply that the understanding of customers’lifestyle characteristics helps develop target-specific airline and credit card marketing strategies as well as their collaborated marketing activities.

참고자료

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