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

Selection of Samples 
In order to operationalize new image attributes of airline’s positioning, five elements (Cabin Interior, Food 
Service, Cabin Service Facilities, Entertainment System, and Crew Uniform) that the K airline would plan to change 
were selected. The existing image attributes of K airline and new image attributes of K airline was provided. 
Selected samples (airline customers) were contacted with questionnaires including information and pictures on five 
Positioning Strategy 
Image 
Differentiation 
Positioning 
Schematic Process 
Schema 
Plus Tag 
Subtyping 
Attitude
Behavior
H1a
H1b
H2a
H2b
H3a
H3b
H4 

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2007 Annual International CHRIE Conference & Exposition 
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image attributes, and were asked to fill out items in the questionnaire. These questionnaires included five image 
attributes selected to reflect characteristics of the new positioning differentiation of the K airline. The sampling 
frame was based on K airline passengers and method of sampling used was convenience sampling. The data used for 
this study were collected from 300 passengers who were traveling from Seoul to New York and Seoul to Frankfurt 
in a given date of September 2005. Passengers were asked to complete and return the questionnaire between 
September 15th and 31st, 2005. A total of 300 questionnaires were distributed and 251 completed questionnaires 
were returned representing a response rate of 83.6%. 
RESULTS 
The demographic profile of the respondents indicated that gender was 74.1% male and 25.10 %. The 
majority of respondent were 40~49 years old (43.4%) followed by 30~39 years old (35.9%) and 50~59 years old 
(20.7%). The highest number of boarding accounted was 9~11 times (18%), followed by 6~8 times (16.3%) and 
‘Twice’ and ‘More than 12’ (14%). Most of the respondents were ‘Clerical/Engineer’ (27%) and 
‘Business/Manager’ (24%), followed by ‘Sales/Service’ (12%), ‘Expert/Freelancer’ (10%).