항공서비스 이용고객의 지각된 관계투자, 전환비용, 그리고 충성도간의 관계
The Impact of Customers' Perceived Relationship Investment and Switching Cost on Loyalty in Airline Service
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초록
본 연구는 항공서비스 이용고객이 지각하는 관계투자와 전환비용이 충성도에 미치는 영향을 실증하는데 목적이 있다. 사회교환이론에서 제시되고 있는 상호호혜성 원리에 기초하여 항공사가 제공하는 정보제공, 상용고객 우대 프로그램, 대인간 커뮤니케이션과 같은 고객관계관리 활동이 지각된 고객관계투자에 미치는 영향을 분석함과 동시에 이러한 지각된 관계투자가 충성도에 미치는 영향을 실증하였다. 또한 지각된 관계투자와 충성도간의 관계에 있어서 전환비용의 조절효과를 살펴보았다. 항공서비스를 이용한 247명의 고객을 대상으로 개별면접방식을 통한 설문조사가 실시되었으며, 수집된 자료에 기초하여 다음과 같은 분석결과가 도출되었다. 분석 결과, 정보제공, 상용고객 우대 프로그램, 대인간 커뮤니케이션과 같은 고객관계관리 활동은 지각된 관계투자에 유의하게 영향을 미치는 것으로 밝혀졌다. 또한 지각된 관계투자는 충성도를 유의하게 증가시켰으며, 특히 이러한 관계는 전환비용이 높을수록 강도가 유의하게 증가되고 있는 것으로 나타났다. 끝으로, 이러한 결과의 이론적 및 실무적 시사점이 논의되고 연구의 한계점과 미래의 연구방향이 제시되었다.
Abstract
Investigating airline company-customer relationships, this research has three distinct intended contributions: (1) It shows that different relationship marketing activities have a impact on customers' perceived investment of airline company; (2) it demonstrates that perceived relationship investment affects customer loyalty; and (3) it reveals that the effect of perceived relationship investment on customer loyalty is contingent on switching cost. Using a data collected from 247 respondents through personal interviews, research model is tested. Results show that customer relationships marketing activities such as providing information using a direct mail or e-mail, preferential treatment or rewards, and interpersonal communication have a positive impact on perceived investment. Perceived relationship investment positively affects customer loyalty and switching cost moderated the effect of perceived relationship investment on customer loyalty. Finally, managerial implications and limitations of these findings are discussed.
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