Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Experimental Process 
Customers received the questionnaires with different pictures representing the “before” and “after” the 
changes were applied to the aircraft. The items shown by the pictures in the surveys were Cabin Interior, Food 
Service, Cabin Service Facility, Cabin Entertainment System, and Crew Uniform. Cognitive process should 
correctly represent internal structure. This study developed and tested three hypotheses based on image 
differentiation positioning strategy and schematic processes. The goals of the experiment were to identify the 
relationship between image differentiation positioning strategy and schematic process, to analyze how customers’ 
schemas are changed, and to explore the relationship between image differentiation positioning strategy (the five 
changes) and customers’ attitude and behavior. The K airline that provided the experimental sample announced a 
new vision and corporate identity (CI) as a dynamic strategy containing differentiated image attributes (five main 
elements), and then tried to establish a new marketing strategy. Accordingly, this study suggested new image 
attributes for new corporate image integration. The questionnaires were distributed to customers in airplane. This 
study investigated how these customers perceive two types of positioning through their cognitive process or 
“schematic process.”