Passengers’ perception of in-flight physical and social servicescape regarding full service carriers and low cost carriers

????????? ?????? ????????? ?????? ????????? ????????? ?????? ????????? ?????? ????????? ?????? ??? ????????? ????????????. ?????? ?????? ??????????????? ?????? ???????????? ????????? ??????????????? ?????? ???????????? ??? ??? ??????. ????????? ??? ????????? ???????????? ‘????????????’??? ????????? ????????????????????? ???????????? ??????????????? ???????????? ??????????????? ?????????, ????????? ????????? ????????? ?????? ???????????? ???????????????????????? ?????????????????? ????????????????????? ?????? ?????? ????????? ???????????? ??????????????? ?????????. ?????? ???????????? ????????? ???????????? ????????? ????????? ??? ??????, ????????? ??? ????????? ????????? ????????? ????????? ???????????? ????????? ???????????? ?????? ????????? ????????? ?????? ??? ???????????? ?????? ??????. ?????? ????????? ???????????? ?????????????????? ?????? ????????? ???????????????????????? ?????? ?????? ???????????? ????????? ???, ?????????????????? ????????????????????? ?????? ????????? ????????? ????????? ????????? ?????? ???????????? ???????????? ????????? ??????????????? ??????????????? ?????????. ?????? ?????? ????????? ????????? ?????? ????????? ?????? ???????????? ???????????? ??????????????? ?????????????????? ????????? ???????????? ????????? ?????? ????????????????????? ?????????????????? ?????? ????????? ??? ????????? ?????? ???????????????????????? ????????? ???????????? ??? ???????????????. ?????? ????????????, ????????? ???????????????????????? ????????? ???????????????????????? ?????? ???????????? ???????????????????????? ????????????????????? ??? ?????? ?????? ?????????. ?????? ????????? ???????????????????????? ?????? ????????? ????????? ???????????????????????? ??? ?????? ???????????? ????????? ?????? ???????????? ???????????? ???????????? ?????????????????? ????????????????????? ????????????????????? ????????? ???????????? ????????????. ??????????????? ????????? ?????? ??? ????????? ????????? ?????? ????????? ?????? ????????? ??? ????????? ?????????, ???????????? ‘?????? ??????’??? ?????? ???????????? ???????????? ????????? ????????? ?????????????????? ????????????????????? ?????? ???????????? ?????? ???????????? ????????? ?????? ????????? ???????????? ????????????.This study examines the difference between in-flight physical and social environment of full service carriers and low cost carriers based on the concept of servicescape. The holistic approach, including both physical and social aspects of in-flight servicescape, is needed as the impact of physical and social environment on customers is powerful in explaining in-flight experience. In addition, finding out how passengers perceive servicescape differently between full service carriers and low cost carriers would be useful because providing more developed in-flight environments is one of the most important marketing goals of many airline companies. The study was tested by survey, using data collected from 196 respondents who had experience using either a low cost carrier or a full service carrier. Hypotheses were tested by multivariate analysis of variance. The results confirmed that all factors of physical and social servicescape had higher average in full service carriers than in low cost carriers. Findings also show that all elements except one patron-related factor had significance in the average difference. Important managerial implications for building an effective marketing strategy based on deeper understanding of in-flight environmental cues are suggested. Managerial implications of this study would be helpful in utilizing in-flight environments as a way of developing airline marketing strategies.??? ????????? 2015?????? ??????(?????????????????????)??? ???????????? ????????????????????? ????????? ?????? ????????? ?????????????????? (2015R1A5A7037751)