The Impact of Face-to-Face Sales in the Air Service Market
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Purpose: This study aims to find out the relationship between the impact of Korean crew on airline service quality in the global aviation market, which is the representative of the face-to-face sales and can help in the face-to-face market of aviation services. Research design, data: The survey was conducted for about a month from March 1 to April 6, 2020, and a total of 300 copies were used in the analysis of the results. To verify the hypothesis, data was analyzed using the statistical package program SPSS 18.0, and frequency analysis, exploratory factor analysis, correlation analysis, and multiple regression analysis were performed. Results: It is a study on the sales of face-to-face service of crews of global airlines. Non-verbal elements in airline service face-to-face sales have been shown to have a significant impact on service quality. Conclusions: In the face-to-face service sales of global airlines, communication has been shown to affect service quality. A face-to-face sale using mother tongue means important. The better the flight attendant's linguistic faceto-face selling ability, the more positive on the airline's quality of service. It suggests that the communication skills of managers in the aviation service market are important for repurchase.
Abstract
Purpose: This study aims to find out the relationship between the impact of Korean crew on airline service quality in the global aviation market, which is the representative of the face-to-face sales and can help in the face-to-face market of aviation services. Research design, data: The survey was conducted for about a month from March 1 to April 6, 2020, and a total of 300 copies were used in the analysis of the results. To verify the hypothesis, data was analyzed using the statistical package program SPSS 18.0, and frequency analysis, exploratory factor analysis, correlation analysis, and multiple regression analysis were performed. Results: It is a study on the sales of face-to-face service of crews of global airlines. Non-verbal elements in airline service face-to-face sales have been shown to have a significant impact on service quality. Conclusions: In the face-to-face service sales of global airlines, communication has been shown to affect service quality. A face-to-face sale using mother tongue means important. The better the flight attendant's linguistic faceto-face selling ability, the more positive on the airline's quality of service. It suggests that the communication skills of managers in the aviation service market are important for repurchase.
참고문헌 (30)
- Anderson, E. W., "Customer satisfaction, market share, and profitability : findings from Sweden", Journal of Marketing, 58(30), pp.53~66 (1994)
- Babin, B. J., "The nature of satisfaction : an updated examination and analysis", Journal of Business Research, 41(1), pp.127~136 (1998)
- Marjorie A. Bayes, "Behavioral cues of interpersonal warmth", Journal of Consulting and Clinical Psychology, 39(2), pp.333~339 (1972), American Psychological Association (APA)[DOI]
- Bitner, M. J., "Evaluating service encounters: The effects of physical surroundings and employee responses", Journal of Marketing, 54, pp.69~82 (1990)[DOI]
- Nurul CHAMIDAH, "Marketing Communication and Synergy of Pentahelix Strategy on Satisfaction and Sustainable Tourism", The Journal of Asian Finance, Economics and Business, 7(3), pp.177~190 (2020), 한국유통과학회
- Chang, T. Y., "The evaluation of airline service quality by Fuzzy MCDM", Tourism Management, 23(1), pp.107~115 (2002)
- 최충익, "중국의 재난위험 정보유통에 관한 사례 연구", 유통과학연구, 14(4), pp.55~66 (2016), 한국유통과학회[DOI]
- Jeong-Lee Chun, "공항의 기대서비스 수준에 관한 연구: 유통서비스기관 평가결과의 효과를 중심으로", 유통과학연구, 16(11), pp.47~56 (2018), 한국유통과학회[DOI]
- Cronin, J. J., "Measuring Service Quality", Journal of Marketing, 56, pp.55~68 (1994)
- Wenqian Dai, "Effects of Website Characteristics and Delivery Service Quality on Repurchase Intention", 산경연구논집, 9(5), pp.17~24 (2018), 한국유통과학회
- Christian Grönroos, "A Service Quality Model and its Marketing Implications", European Journal of Marketing, 18(4), pp.36~44 (1984), Emerald[DOI]
- 한지영, "디지털 마케팅 성과에 영향을 미치는 제품의 유형과 디지털 채널 선정에 관한 연구", 유통과학연구, 13(5), pp.91~102 (2015), 한국유통과학회[DOI]
- Hardius Usman, "Customer Communication Strategy for Islamic Banks", 산경연구논집, 6(2), pp.17~24 (2015), 한국유통과학회
- 정갑진, "내부마케팅 요인이 조직의 기술혁신과 지각된 서비스 품질에 미치는 영향", 유통과학연구, 13(6), pp.87~96 (2015), 한국유통과학회[DOI]
- 김은희, "실용적 쇼핑가치와 지각된 품질에 따른 PB제품에 대한 소비자태도에 관한 연구", 유통과학연구, 10(10), pp.35~43 (2012), 한국유통과학회[DOI]
- 김판진, "소비자의 전통시장에 대한 인식수준이 재 방문의도에 미치는 영향 연구: 목포지역 소비자를 중심으로", 산경연구논집, 8(5), pp.77~85 (2017), 한국유통과학회
- 이정완, "Critical Factors Affecting Consumer Acceptance of Online Health Communication: An Application of Service Quality Models", The Journal of Asian Finance, Economics and Business, 4(3), pp.85~94 (2017), 한국유통과학회
- Leigh, T. W., "An initial evaluation of industrial buyers' impressions of salespersons' nonverbal cues", The Journal of Personal-Selling & Sales Management, 22(1), pp.41~53 (2002)
- Richard L. Miller, "Perceptual contrast versus reciprocal concession as mediators of induced compliance", Canadian Journal of Behavioural Science, 1976, pp.8(1), 401~409[DOI]
- Moorman, C., "Factors affecting trust in market research relationships", Journal of Marketing, 57(1), pp.81~101 (1993)
- 남성집, "Cross-cultural Service Variation: Airline Service Quality", 유통과학연구, 13(9), pp.19~27 (2015), 한국유통과학회[DOI]
- Oliver, R. L., "Measurement and evaluation of satisfaction processes in retail settings", Journal of Retailing, 57(Fall), pp.25~48 (1981)
- Ostrowski, P. L., "Service quality and customer loyalty in the commercial airline industry", Journal of Travel Research, 21(Fall), pp.16~24 (1993)
- Parasuraman, A., "SERVQUAL : A multiple-item scale for measuring consumer perceptions of service quality", Journal of Retailing, 64(1), pp.12~40 (1988)
- 박선주, "The Effects of Online Product Reviews on Sales Performance: Focusing on Number, Extremity, and Length", 유통과학연구, 17(5), pp.85~94 (2019), 한국유통과학회[DOI]
- Ritchie, J. R. B., "Measuring service quality in the travel and tourism industry", Journal of Travel Research, 3(1), pp.2~9 (1991)[DOI]
- William R. Cupach, "Trait versus state: A comparison of dispositional and situational measures of interpersonal communication competence", Western Journal of Speech Communication, 47(4), pp.364~379 (2009), Informa UK Limited[DOI]
- Richard A. Spreng, "A Reexamination of the Determinants of Consumer Satisfaction", Journal of Marketing, 60(3), pp.15~32 (1996), SAGE Publications[DOI]
- Sundaram, D. S., "The role of nonverbal communication in service encounters", The Journal of Service Marketing, 14(5), pp.378~389 (2000)
- Westbrook, R. A., "Developing better measures of consumer satisfaction : Some preliminary results", Association for Consumer Research, 5(1), pp.94~99 (1981)