Advanced Industrial SCIence (산업과 과학)

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The Effects of Airline Safety Communication Strategy on Perceived Risk and Brand Loyalty

항공사 안전 커뮤니케이션 전략이 지각된 위험과 브랜드 충성도에 미치는 영향

  • Seon-Hee Ko (Department of Airline Tourism, Seowon University)
  • 고선희 (서원대학교 항공관광학과)
  • Received : 2025.12.26
  • Accepted : 2026.01.20
  • Published : 2026.01.30
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Abstract

The purpose of this study is to empirically examine the effects of airline safety communication strategies on passengers' perceived risk and brand loyalty. To achieve this objective, a survey was conducted with passengers who had prior airline travel experience, and a total of 258 valid responses were analyzed. Confirmatory factor analysis and structural equation modeling were employed to test the proposed research model. The results indicate that consistency, timeliness, and transparency in airline safety communication strategies significantly reduce perceived risk, whereas clarity does not have a significant effect. In addition, perceived risk has a negative effect on brand loyalty, while consistency, timeliness, and transparency of safety communication strategies contribute to enhancing brand loyalty. These findings provide empirical evidence of the differentiated roles of safety communication components in the airline context.

본 연구의 목적은 항공사 안전 커뮤니케이션 전략이 승객의 지각된 위험과 브랜드 충성도에 미치는 영향을 실증적으로 분석하는 데 있다. 이를 위해 항공 이용 경험이 있는 승객을 대상으로 설문조사를 실시하였으며, 총 258부의 유효 표본을 확보하여 구조방정식 모형을 활용한 확인요인분석과 경로분석을 수행하였다. 분석 결과, 항공사 안전 커뮤니케이션 전략 중 일관성, 신속성, 투명성은 지각된 위험을 유의하게 감소시키는 반면, 명확성은 유의한 영향을 미치지 않는 것으로 나타났다. 또한 지각된 위험은 브랜드 충성도에 부(-)의 영향을 미쳤으며, 안전 커뮤니케이션 전략의 일관성, 신속성, 투명성은 브랜드 충성도를 강화하는 것으로 확인되었다. 이러한 결과는 항공사 안전 커뮤니케이션의 구성요소별 역할 차이를 실증적으로 제시하였다는 점에서 의의가 있다.

Keywords

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