신뢰의 매개효과 검증을 통한 항공사 승무원에 대한 유사성 인식과 기업 이미지가 충성도에 미치는 영향
The effects of similarity of flight attendants and corporate image on loyalty as the mediating role of trust
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The aim of the study is to analyse the effects of similarity of flight attendants andcorporate image on loyalty. Further, the proposed model seeks to test trust as a mediatingrole. To meet the specific objectives of the study, a survey was carried out by meansof an self-administered questionnaire to a sample of 250. The survey was conducted fromNov. 1 to Nov. 30, 2012. The major results of this study are as follows: First, similarityhad a positive impact on trust. Second, corporate image had a positive impact on trust. Third, similarity had a positive impact on loyalty. Fourth, corporate image had a positiveimpact on loyalty. Fifth, similarity had a positive impact on loyalty as the mediating roleof trust. Lastly, corporate image had a positive impact on loyalty as the mediating roleof trust. The findings of study suggest that airlines enable to reinforce the in-flight serviceprocess, which in turn is also expected to forster trust and loyalty.
Abstract
The aim of the study is to analyse the effects of similarity of flight attendants andcorporate image on loyalty. Further, the proposed model seeks to test trust as a mediatingrole. To meet the specific objectives of the study, a survey was carried out by meansof an self-administered questionnaire to a sample of 250. The survey was conducted fromNov. 1 to Nov. 30, 2012. The major results of this study are as follows: First, similarityhad a positive impact on trust. Second, corporate image had a positive impact on trust. Third, similarity had a positive impact on loyalty. Fourth, corporate image had a positiveimpact on loyalty. Fifth, similarity had a positive impact on loyalty as the mediating roleof trust. Lastly, corporate image had a positive impact on loyalty as the mediating roleof trust. The findings of study suggest that airlines enable to reinforce the in-flight serviceprocess, which in turn is also expected to forster trust and loyalty.
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