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

Image attribute of airlines 
Airline service is made up of reservations, ticketing, the boarding process, cabin service and baggage 
service. These services contain a combination of heterogeneous factors, and the total image of an airline can be 
formed only after all processes are completed (Cha, Kim, & Lee, 2002). Customers’ cognition of limited service and 
overall image on corporation has influence on customers’ selection behavior (Andreassen & Lindestad, 1998). The 
importance of airlines’ image plays a major role in the customers’ decision-making when they choose a particular 
carrier, and has an effect on the correlation between formation of attitude and behavior (Andreassen & Lindestad, 
1998). In order to manage marketing operations and build strategies, the study of image attributes can address the 
critical factors that affect customers’ selection of airlines. Yoo (1996) defined selection attribute of airlines as 
advertisement, promotion, logo, color, interior design, shops & airport lounge, employees’ uniform, and ground and 
cabin service. Kim and Lee (2000) revealed the different importance between selection attributes according to 
standards of relation that factors schedule, internet reservation/ticketing services, the boarding process, service 
information, cabin service, in-flight meals, entertainment, security, cabin quality, complimentary policy for business 
customers, price of air tickets, nationality of airlines, image of airlines, communication, subsidiary service, 
punctuality and types of airplanes. Chang and Yeh (2002) suggested various standard models for evaluating service 
quality of airlines in Thailand. The standards include comfort on the flight, crew service, and quality of service, 
convenience of service, and treatment of unexpected conditions (Chang & Yeh, 2002). Recent research shows that 
image of airlines and service quality perception have a direct influence on customers’ active intention (Park, 
Robertson, & Wu, 2004).