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항공사 이용객들의 경험품질에 관한 연구

The Relationships of Experience Quality, Perceived Value, Customer Satisfaction, and Customer Loyalty in Airline Industry

이동희|김승리
한국항공경영학회 (Aviation Management Society Of Korea)|2013.10|한국항공경영학회지 (Journal of the Aviation Management Society of Korea)|제11권 제5호|pp. 103-120

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참고문헌

키워드

지각된 가치Perceived ValueCustomer Satisfaction고객만족Customer Loyalty고객 충성도경험품질Experience Quality
주제분류경영학

초록

최근 한국의 항공시장은 저가항공사의 출현과 외국항공사들의 공격적인 마케팅으로 인해 항공시장의 경쟁이 날로 치열해지고 있는 상황이다. 특히 항공시장에서는 승객들이 경험하는 품질이 차후 승객들이 항공권 예약과 구매에 직결되기 때문에 경험 품질이 고객의 충성도에 중요한 요인으로 작용하게 된다. 또한 항공사에 대한 고객의 충성도는 긍정적 구전과 재구매와 직결되기 때문에 경험품질 향상에 많은 노력이 필요하다. 본 연구는 항공사의 경험품질, 지각된 가치, 고객만족, 고객 충성도 간의 구조적 관계를 연구하고자 하였다. 지금까지 항공사의 서비스 품질, 지각된 가치, 고객만족, 고객 충성도에 대한 부분적인 연구들은 이루어졌으나, 승객들의 경험 품질 관점에서의 연구는 시도되지 않았다. 따라서 본 연구는 항공사 경험품질의 속성을 도출하고, 항공사 경험품질이 지각된 가치, 고객만족, 고객 충성도에 영향을 미치는지에 대해서 검증하였다. 또한 항공사에 대한 지각된 가치, 고객만족, 고객 충성도의 영향관계를 검증하였다. 가설검증결과 지각된 가치와 고객만족은 고객 충성도에 유의한 영향을 미치고, 경험품질은 지각된 가치와 고객만족에 유의한 영향을 미치는 것으로 연구되었다. 하지만 경험품질은 고객충성도에는 영향을 미치지 않는 것으로 연구되었다.

Abstract

The air travel market has had great competition in recent years after opening the era of low-cost airlines in South Korea, and this caused many passengers have begun to become aware of the experience of service quality. This paper examines the passenger experience of airline service boarding and investigates the relationships between the those experiences, perceived value, customer satisfaction, and customer loyalty. A total of 321 respondents completed a survey. Using structural equation modeling (SEM) technique, the results reveal the direct effects of experience that impact on perceive value and customer satisfaction. However, contrary to our expectation, experience quality has a negative effect on customer loyalty. Managerial implication are provided following presentation of the findings.

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