Effects of the degree of perception of service qualities that are classified by airticket reservation channels on the satisfaction - Focused on the online and offline channels -

서지정보

· 발행기관 : 국제e-비즈니스학회
· 수록지 정보 : e-비즈니스연구 / 12권 / 2호 / 137 ~ 160페이지
· 저자명 : 이용일

초록

As travel population has grown, people are more interested in individual trips rather than group tours. As a result an expanding number of travelers purchasing airline tickets directly are also increasing. The first step to buy an airfare is airline reservations, which not only allow you to hold seats, but require you to provide all the information related to tickets issuance. The questionnaires include purposes of travel, preferences to choose a reservation booking channel, a degree of perception of service qualities of booking channels, satisfaction and a intention to reuse, etc. 354 questionnaires were collected out of total 400 and among them 303 copies were used for the analysis. Data were analyzed by ‘SPSS 18.0 for windows program’ carrying on frequency analysis, descriptive analysis, factor & reliability analysis, crosstabs analysis, independent-sample t-Test and regression analysis. The results of analyses suggest that: Firstly, the eight factors of KS-SQI service quality measurement that are used for surveying service quality of reservation of airticket are reformed as three factors and renamed them as reliability, convenience and customer value. Secondly, there are differences between online and offline reservation channels to perceive service qualities and online users are more sensitive to them. Thirdly, in online reservation channel reliability and user convenience factors affect customer satisfaction but not the customer value factor. Secondly, customer satisfaction of the users of the online reservation and offline reservation. Finally, in offline reservation channel user convenience and customer value factors affect customer satisfaction, but not the reliability factor.

참고자료

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