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비대칭성을 활용한 항공 서비스 품질 속성 연구

A Study on the Attributes of Airline Service Quality Using Asymmetry

엄성원|임병학|조호현
한국항공경영학회 (Aviation Management Society Of Korea)|2021.06|한국항공경영학회지 (Journal of the Aviation Management Society of Korea)|제19권 제3호|pp. 89-108|DOI 10.30529/amsok.2021.19.3.005

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참고문헌

키워드

서비스 품질Service Quality비대칭성Service SatisfactionAsymmetry서비스 만족항공사 품질 속성Airline quality Attributes
주제분류경영학

초록

본 연구의 목적은 AP(Attribute Performance)와 CS(Customer Satisfaction)간의 비대칭관계를 설명하는이론을 바탕으로 각 품질 속성과 고객만족간의 관계가 어떻게 구분되는지를 확인하고자 하였다. 이를위해 우리는 허즈버그의 동기-위생이론(2요인 이론)을 기반으로 하고 있는 기대 불일치 이론, 3요인이론, 고객 만족 이론 그리고 전망 이론을 적용하여 항공사 서비스 관점에서 고객 만족 형성에 품질속성의 비대칭을 설명하였다. 항공사 품질 속성의 비대칭성은 PRCA(Penalty-Reward-Contrast Analysis) 을 사용하여 분석하고, AIPA(Asymmetric impact-performance analysis)을 이용하여 품질 속성을 기본요인, 일원적 요인, 매력요인으로 구분하여 서비스 품질 개선을 위한 자원 할당의 우선순위를 제시하였다. 본 연구를 위한 데이터 수집은 인천국제공항에 취항하는 항공사 중 리뷰가 100개 이상인 31개 항공사 온라인 리뷰를 SKYRAX에서 2021년 4월30일까지 36,983개 리뷰를 추출하였다. 추출 내용은 항공사 고객 평가 등급과 개별 품질 속성인 좌석 안락함, 객실 승무원 서비스, 식음료, 기내 엔터테인먼트, 지상 서비스, WiFi와 연결에 대한 등급을 포함하였다. 연구의 결과를 요약하면 좌석 안락함, 객실승무원 서비스, 식음료, 기내 엔터테인먼트, WiFi와 연결은 매력요인으로 구분되었으며, 지상 서비스는 기본요인으로 구분되었다. 본 연구의 학문적 시사점은 항공 서비스 품질 속성과 고객만족간의 관계가 비대칭성이 존재한다는 것을 확인하였으며, 실무적 시사점은 항공사 관리자들은 어떤 속성이 매력요인이며, 기본요인 인지를 파악하고, 서비스 품질 향상을 위해 품질 속성들 중 우선적으로 집중해야되는 속성이 무엇인가를 파악할 수 있도록 하였다.

Abstract

The purpose of this study is to verify how the relationship between performance for each attribute and customer satisfaction is distinguished based on the theory that explains the asymmetric relationship between AP(Attribute Performance) and CS(Customer Satisfaction). To this end, we applied the expectation inconsistency theory, the three-factor theory, the customer satisfaction theory, and the prospect theory based on Herzberg’s motivation-hygiene theory(two-factor theory) to explain the asymmetry of quality attributes in the formation of customer satisfaction from the airline service perspective. The asymmetry of airline quality attributes was analyzed using PRCA (Penalty–Reward-Contrast Analysis), quality attributes were analyzed as basic factors, attractive factors, and one dimensional factors, and the priority of resource allocation for service quality improvement were presented using AIPA (Asymmetric impact-performance analysis). For data collection for this study, online reviews of 31 airlines with more than 100 reviews among airlines flying to Incheon International Airport were extracted 36,983 reviews from the initial use of skytrax to April 30, 2021 on SKYRAX. The extraction contents included the airline customer evaluation rating and individual quality attributes such as seat comfort, cabin staff service, food and beverage, in-flight entertainment, ground service, WiFi & connectivity. To summarize the results of the study, seat comfort, cabin staff service, food and beverage, in-flight entertainment, and WiFi & connectivity were classified as attractive factors, and ground service was classified as basic factors. The academic implications of this study confirm that there is an asymmetry in the relationship between airline service quality attributes and customer satisfaction. In addition, the practical implication is that airline managers can identify which attributes are attractive and basic factors, and which attributes to focus on first among quality attributes to improve service quality.

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