텍스트 분석을 활용한 공항 서비스스케이프 고객 인식 분석
Customer Perceptions of Airport Servicescapes: A Text Analysis Approach
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초록
항공 운송 산업에서 공항의 중요성은 지속적으로 증가하고 있고 공항 간 경쟁은 더욱 심화되고 있다. 고품질의 공항 서비스가 공항의 생존을 위해 어느 때보다 중요해 지고 있다. 공항 서비스의 무형적요소와 관련된 연구들은 다방면으로 진행되고 있지만, 유형적 요소인 서비스스케이프에 대한 연구는충분하지 않은 상황이다. 본 연구는 고객에게 긍정적인 경험을 제공할 수 있는 고객 지향적 서비스스케이프 구성을 위하여 공항 이용객들의 공항 서비스스케이프에 대한 인식을 분석하고자 한다. 최근 주목받고 있는 고객의 즉각적이고 생동적인 피드백인 온라인 리뷰를 텍스트 분석을 이용하여 분석하고, 고객이 중요하게 인식하는 서비스스케이프 구성요소와 속성이 무엇인지 도출한다. 인천국제공항을 포함한 7개 주요 경쟁 공항 이용객들이 직접 작성한 약 8,600개의 온라인 리뷰를 대표적 텍스트 분석기법인 토픽 모델링을 이용하여 시사점을 도출하였다. 그 결과 지역 공항과 비교되는 환승 공항만의특성을 확인할 수 있었고, 서비스스케이프에 대한 인식의 특성을 기준으로 인천국제공항과 비교대상인 공항들을 세 권역(일본, 동남아시아, 중동아시아)으로 구분할 수 있었다. 지역 공항과 비교시 인천국제공항은 대표적인 아시아의 환승 공항으로서 서비스스케이프의 기능성이 가장 부각되어 인식되었다. 주요 경쟁 환승 공항과의 비교에서 서비스스케이프의 구성요소에 대한 인식은 일본과 가장 이질적이었고, 중동아시아와 가장 유사한 경향을 나타냈다. 이러한 비교․분석을 통해 이용객이 인식하는 공항의 서비스스케이프 현황에 대한 통찰이 가능하고, 이를 기반으로 이용객의 특성을 고려한 고객 관점의 서비스스케이프를 구성하는데 실질적인 시사점을 제공한다.
Abstract
The importance of airports is constantly increasing and competition among airports has intensified in the air transportation industry. High-quality airport services are essential to survive in such a competitive environment. Compared to studies for intangible factors of airport services, studies for the servicescape, the most important tangible factor in airport services, have not been frequently conducted in the related literature. We analyze customer perceptions of airport servicescapes to form customer-focused service that can give positive experiences to customers. By using a text analysis for online reviews, which are instant and live feedbacks from customers, this study attempts to produce dimensions and attributes of servicescapes importantly perceived by customers. Specifically, we apply latent Dirichlet allocation (LDA) topic modeling, a typical text analysis technique, to around 8,600 customer-authored online reviews derived from service experiences to world renowned intranational airports including Incheon International Airport (IIT). We could specify the distinguishable characteristics between transit and regional airports, and classify world class transit airports into the specified geographical groups (Japan, Southeast Asia, Middle East) based on the results of customer perception analysis. In attribute comparisons between transit and regional airports, the most important attribute was the functionality of servicescapes. In dimension comparisons among world class airports, IIT is the most similar to Hamad International Airport in Doha and the least similar to Haneda and Narita International Airports in Tokyo. Through the comparisons, this study can provide insights and practical implications for the customer-focused servicescapes.
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