항공사 애플케이션에 대한 연구 –기대확신모델을 적용하여-
Research on Airline Applications -Using the Expectation Confirmation Model-
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초록
연구 목적: 본 연구는 코로나 이후 항공산업의 비대면 기술혁신서비스의 강화 및 상용화 시점에서, 실제 항공사 브랜드 애플리케이션 사용자를 대상으로 기대확신모델을 적용 및 고객 만족의 개념을 세분화하여 항공사 애플리케이션 지속적 사용의도를 파악하고자 하였다. 연구 방법: 연구방법은 항공사 브랜드 애플리케이션 실제 사용자를 대상으로 온라인 설문지를 만들어 SNS를 통해 전송하는 방법으로 수행되었다. 응답한 설문지 총 195부 중 항공사 미응답 및 성실하지 못한 응답자를 제외한 총 134부를 본 조사를 위해 사용하였다. 연구 내용: 이 논문은 기대확신모델을 적용하여, 각 요인들의 영향관계를 파악하고, 고객의 행동에 영향을 미치는 만족의 개념은 이성적 만족과 감정적 만족으로 세분화하여 파악하였다. 결론 및 제언: 항공사 애플리케이션에 대한 고객의 지속적 사용의도에 대해 구조적 관계로 파악하고, 애플리케이션을 사용하는 과정에서 고객의 감정적 만족과 이성적 만족의 개념을 확인하였다.
Abstract
The purpose of this study was to identify the continuance use of airline applications by applying the expectation confidence model to actual airline brand application users at the time of strengthening and commercialization of non-face-to-face technological innovation services in the aviation industry after COVID-19. The research method of this study was carried out by creating an online questionnaire for real users of airline brand application and sending it through SNS. Out of a total of 195 questionnaires that were answered, a total of 134 copies were used for this survey, excluding airlines who did not respond and those who were not sincere. For the purpose of this study, by applying the expectation confidence model, the influence relationship of each factor was identified, and the concept of satisfaction affecting the behavioral intention of customers was subdivided into cognitive satisfaction and emotional satisfaction. In conclusion, the structural relationship was identified for the customer's intention to use the airline application, and the concept of customer’s emotional satisfaction and cognitive satisfaction was confirmed in the process of using the application.
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