An Empirical Analysis on Factors Affecting Passenger Satisfaction of Korean Air

Abstract

This study aims to analyze and evaluate the factors affecting passengers’ satisfaction in the airline industry. A survey was directly distributed to 367 individuals who had previously traveled with Korean Air, aiming to examine the connections among crucial elements of airline service, perceived service quality, and customer trust, with passengers' satisfaction serving as a mediating factor. By applying PLS-SEM, the results indicated the passengers’ satisfaction was governed by brand image, trust, in-flight service, and perceived service quality, but unaffected by price and safety. During the mediation analysis, it was found that in-flight service does not have a mediating impact on the relationship between customer trust and passengers' satisfaction. Recommendations will be formulated to assist Korean Air in appropriately refining its service performance and meeting the needs of its passengers