RESEARCH OF THE AIRLINE'S IMAGE STRUCTURE AS A COMPETITIVENESS FACTOR
The organization's image, including the airline, is one of the most important factors in attracting consumers in the context of its competitiveness. The purposeful formation and development of the image is not possible without the presence of objective initial information, which can be obtained on the basis of the analysis of the organization specific image characteristics. In this regard, a clear understanding of the organizational image structure is required. The purpose of the work is to develop a airline's image hierarchical structure in the context of its competitiveness. The research methodology is based on the use of adaptive and structural approaches. Based on the analysis of publications on organizational image, the paper substantiates the need to build the image structure of the airline taking into account all its components, a strict hierarchy of characteristics, the specifics of the company and competitiveness factors. The main scientific result is the extensive image structure of the airline, the distinguishing feature of which is the introduction of a strict and clear hierarchy of image characteristics established taking into account the specifics of the activity and ensuring competitiveness. The image structure is presented in the form of a complex of image characteristics of three hierarchical levels: generalized (integral), complex and individual. The practical significance of the study lies in the fact that the proposed structure is quite universal, allows for a detailed study of the image of any airline, to identify problem areas that can adversely affect its level of competitiveness, and to form corrective actions based on objective data.