Effect of UX Design of Domestic LCC Airline App on User Satisfaction and Loyalty Intention

The purpose of this study is to understand that UX design is a key point of contact that provides brand experience by examining the effect of UX design of LCC airline apps on user satisfaction and loyalty intentions connected to user experience. This study summarized the judgment factors of UX design into usability, accessibility, usefulness, aesthetics, and reliability through consideration of previous studies, and case studies and empirical studies were conducted in parallel based on this. As a result of case analysis, all airline apps had quick reservations and practical functions, and the overall basic structure was similar, but differences were found in inducing user experiences according to brand strategies. In empirical studies, usability, accessibility, and aesthetics had a significant effect on user satisfaction, while usefulness and reliability did not affect user satisfaction. In addition, usability, accessibility, aesthetics, and reliability all had a significant effect on loyalty intention, and user satisfaction was also identified as a factor that significantly affected loyalty intention. This study verified that the UX design of the LCC airline app is a key factor that substantially affects user behavior, and suggests that it is necessary to establish a UX design strategy that considers emotional and consistent brand experience when designing airline apps in the future.