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The Study of the Influence of Low Cost Carriers` Web site Service Quality on Customer Loyalty

In this study, a study was carried out to see what influence low-cost carrier's e-service quality has on low-cost carrier customers' perceived value and customer satisfaction and what impact the results have on customer loyalty based on the results of previous studies related to e-SERVQUAL, an e-SERVQUAL measurement model for general e-commerce. In addition, a survey of consumers who have experienced using low-cost carrier experience through web sites was conducted. For the analysis of the data collected, SPSS 18.0 was used to conduct frequency analysis, factor analysis, reliability analysis, correlation analysis, and regression analysis and thus to test a hypothesis. Research findings showed that perceived value and customer satisfaction are closely related to customer loyalty, and it was also observed that the reliability factor on the service provided on the web site acts as an important influencing factor for customer loyalty in the perceived value and security factors such as payment by credit cards and protection of personal information serve as important one in terms of customer satisfaction. This study has its limitation in that samples of users who have experienced low-cost carrier are concentrated on specific ages and professions. In the future, it is required to conduct further studies on whether difference is made on the importance of measurement factors related to e-service quality by gender, age group, occupation, and e-service quality.