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항공서비스에서 고객시민행동의 선행요인에 관한 연구: 고객 만족과 충성도를 중심으로

Antecedents of Customer Citizenship Behavior in Airline Service: Focusing on Customer Satisfaction and Loyalty

우미나
한국항공경영학회 (Aviation Management Society Of Korea)|2018.06|한국항공경영학회지 (Journal of the Aviation Management Society of Korea)|제16권 제3호|pp. 3-22|DOI 10.30529/amsok.2018.16.3.001

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참고문헌

키워드

충성도Customer Satisfaction만족Loyalty고객시민행동Customer Citizenship Behavior항공서비스Airline Service유형적 품질무형적 품질Tangible QualityIntangible Quality
주제분류경영학

초록

소비자의 자발적인 행동의 중요함을 고려했을 때, 본 연구의 목적은 항공서비스 산업에서 고객시민행동을 유발하는 선행요인을 찾는 데 있다. 이를 위해 항공기 탑승 경험이 있는 957명을 대상으로 설문을 진행하였고, 구조방정식을 통해 서비스품질, 만족, 충성도, 고객시민행동간의 영향관계를 실증하였다. 분석 결과에 의하면 유형적 품질과 무형적 품질 모두 만족과 충성도에 영향을 미쳤다. 또한, 만족 고객과 충성 고객 모두 고객시민행동인 옹호(advocacy), 피드백(feedback), 용인(tolerance), 도움(Helping)을 보여줌을 확인하였다. 흥미로운 결과로는 만족의 경우 4가지 범주의 고객시민행동 중 용인에 가장 높은 영향 관계를 보인 반면 충성도는 용인과 가장 낮은 영향 관계를 나타냈다. 그 결과, 본 연구는 고객시만행동을 유발할 수 있는 항공 마케팅과 운영 전략을 제시한다.

Abstract

Recognizing the importance of consumers’ voluntary behaviors at the post-consumption, the purpose of this study is to identify factors influencing customer citizenship behaviors in the airline industry. This study collected 957 response data using the online survey and analyzed the data by a series of Partial Least Square analyses. It was found that both tangible and intangible aspects of the airline service have positive influences on customer satisfaction and loyalty, which ultimately lead to consumer citizenship behavior comprising advocacy, feedback, tolerance and helping. Interestingly, while satisfaction has the highest relationship with tolerance, loyalty has the lowest association with tolerance among those four types of citizenship behaviors. As a result, this study suggests important airline marketing and operational strategies to motivate the customer citizenship behaviors.

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