항공사 웹사이트 품질요인의 중요도: AHP를 적용한 웹사이트 운영자와 이용자의 인식 비교
Importance of Airline Website Quality Factor: Comparison between Website Operators and Users by Application of AHP
0
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
This comparative study was conducted to understand differences in importance perception of website quality factors between airline website managers and users. This study focused on three website quality factors including information quality, system quality, and service quality. For empirical study, a survey was conducted for a total number of 57 airline website managers and 181 consumers, and an AHP method was applied to calculate relative importance. In general, managers and consumers perceive service quality as the most important factor for airline website. Group difference in importance perception also exists. Consumers put more weight on service quality than managers do. Relative importance of system quality perceived by managers is much higher than that of users. Difference in relative importance also exists even within group comparison by socio-economic and work related characteristics. Theoretical and empirical implications based on findings are discussed with the direction for future research.
Abstract
This comparative study was conducted to understand differences in importance perception of website quality factors between airline website managers and users. This study focused on three website quality factors including information quality, system quality, and service quality. For empirical study, a survey was conducted for a total number of 57 airline website managers and 181 consumers, and an AHP method was applied to calculate relative importance. In general, managers and consumers perceive service quality as the most important factor for airline website. Group difference in importance perception also exists. Consumers put more weight on service quality than managers do. Relative importance of system quality perceived by managers is much higher than that of users. Difference in relative importance also exists even within group comparison by socio-economic and work related characteristics. Theoretical and empirical implications based on findings are discussed with the direction for future research.
참고문헌 (27)
- 김미정, "항공사 e-서비스품질과 지각된 가치가 행동의도에 미치는 영향 : 대형항공사와 저비용항공사 비교", 박사, 관광경영학과, pp.2014
- 김소현, "Effects of Website Quality on Users’ Perceived Responses and Loyalty", 경영학연구, 43(6), pp.2117~2153 (2014), 한국경영학회
- 김재석, "관광수요자의 정보탐색특성을 이용한 관광 웹 사이트 품질평가", e-비즈니스연구, 7(3) (2006), 국제e-비즈니스학회
- 신성원, "항공사 웹사이트를 통한 전자상거래에서 고객의 쇼핑가치, 지각, 신뢰가 재구매 의도에 미치는 영향", 관광연구, 23(2), pp.157~184 (2008), 대한관광경영학회
- 이선미, "홍보도구로서의 인터넷 이용에 관한 연구 : 기업 홈페이지 관리자와 이용자간의 인식비교", 석사, 신문방송학, pp.2001
- 이순형, "웹사이트의 보안품질이 고객의 신뢰도와 e-충성도에 미치는 영향에 관한 연구", 박사, 벤처전문기술학, pp.2011
- 이진호, "여행업 웹사이트 e-서비스품질이 지각된 위험과 가치, 관계 질 및 행동의도에 미치는 영향", 박사, 여행·항공·크루즈경영전공, pp.2013
- 이창석, "관광산업에서 관광정보기술 사용의 매개적 역할과 기업의 성과에 관한 연구", 서비스경영학회지, 16(2), pp.245~277 (2015), 한국서비스경영학회[DOI]
- 장연상, "여행사 웹사이트 품질평가요인의 중요도 분석", 석사, 항공경영학, pp.2009
- 현혜원, "저가항공사의 웹사이트 서비스품질이 고객충성도에 미치는 영향 연구", 한국항공경영학회 춘계학술대회, pp.11~23 (2013)
- 홍성태, "항공사 웹사이트 서비스품질에 관한 연구; 저비용항공사의 포지셔닝 전략을 중심으로", 한국항공경영학회 학술대회, 4, pp.325~322 (2011)
- 홍외성, "웹사이트 품질평가 모형개발에 관한 연구 : 항공사 웹사이트를 중심으로", 박사, 경영학, pp.2009
- Bailey, J. E., "Development of a tool for measuring and analyzing computer user satisfaction", Management Science, 29(5), pp.530~545 (1983)
- Bhattacherjee, A., "Understanding information systems continuance : An expectation confirmation model", MIS Quarterly, 25(3), pp.351~370 (2001)
- Benekendorff, P., "An exploratory analysis of traveller preferences for airline website content", Information Technology & Tourism, 8, pp.149~159 (2006)
- Davis, F., "Perceived usefulness, perceived ease of use, and user acceptance of information technology", MIS Quarterly, 13(3), pp.319~340 (1989)
- DeLone, W. H., "Information systems success : the quest for the dependent variable", Information Systems Research, 3(1), pp.60~95 (1992)
- DeLone, W. H., "The DeLone and McLean model of information systems success : A ten-year up date", Journal of Management Information Systems, 19(4), pp.9~30 (2003)
- Gatian, A. W., "Is user satisfaction a valid measure of system effectiveness", Information & Management, 26(3), pp.119~131 (1994)
- Hamilton, S., "Evaluating information systems effectiveness-part I : Comparing eEvaluation aApproaches", MIS Quarterly, 5(3), pp.55~69 (1981)
- Jiang, P., "Customer intention to return online: price perception, attribute-level performance, and satisfaction unfolding over time", European Journal of Marketing, 39(1, pp.2) (2005), 150~174
- Kettinger, W. J., "Perceived service quality User satisfaction with information service function", Decision Sciences, 25(6), pp.737~766 (1994)
- Kumar, N., "The influence of recommendations and consumer reviews on evaluations of websites", Information Systems Research, 17(4), pp.425~439 (2006)
- Lin, J. C. C., "Toward an understanding of the behavioral intention to use a website", International Journal of Information Management, 20(30), pp.197~208 (2000)
- Lin, H. F., "The impact of website quality dimensions on customer satisfaction in the B2C E-commerce context", Total Quality Management, 18(4), pp.363~378 (2007)
- Liu, C., "Exploring the factors associated with website success in the context of electronic commerce", Information & Management, 38, pp.22~33 (2000)
- Shih, C. F., "Beyond adoption : Development and application of a use-diffusion model", Journal of Marketing, 68(1), pp.59~72 (2004)