항공사 서비스품질에 대한 선택속성이 만족도와 행동의도에 미치는 영향- 대형항공사와 저비용 항공사를 중심으로 - (The Effects of Service Quality of Airlines on the Satisfaction and Behavioral Intention - A comparison of full service airlines and low-cost airlines -)

서지정보

· 발행기관 : 한국관광진흥학회
· 수록지 정보 : 관광진흥연구 / 5권 / 1호 / 19 ~ 33페이지
· 저자명 : 한상겸

초록

This study aims to understand how domestic flight users perceive the service quality of full service airlines and low-cost airlines, and also to understand the similarity and difference between customer satisfaction and behavioral intention in accordance with the service quality of these airlines.
For the empirical analysis, the frequency analysis, reliability analysis, factor analysis, multiple regression analysis, and simple regression analysis were conducted.
In order to analyze differences in users of full service airlines and low-cost airlines, t-test was performed.
The selection attributes of airline use revealed by this study were largely classified into five factors(F1: convenience & diversity of in-flight facilities, F2: in-flight cleanliness & staffs' kindness, F3: quickness of ticketing/ boarding/ baggage handling, F4: convenience of booking & propriety of airfare, F5: airline promotion & image).
In the results of factor analysis and reliability analysis, the value of KMO (Kaiser-Meyer-Olkin) was .903, and the value of Bartlett's Test of sphericity representing the matter of propriety of factor analysis was 3160.704, and the significance level was .000, which was suitable for the use of factor analysis. For the verification of reliability, Cronbach Alpha values for each five variable were in .823~.924, so that the internal consistency of the questionnaire was verified.
In the results of this study, first, all the factors except for F2(in-flight cleanliness & staffs' kindness) had significant effects on the airline use satisfaction. To increase the airline users' satisfaction, it would be necessary to have service-improvement education/programs that increase the in-flight cleanliness and staffs' kindness.
Second, the positive satisfaction of airline use had positive(+) effects on the reuse and recommendation intention, so that the research model was verified. In other words, the results of preceding researches were verified.
Lastly, in the results of verifying differences in the selection attributes between full service airlines and low-cost airlines, all the factors except for F1(convenience & diversity of in-flight facilities) did not show particular differences. In other words, in case of the use of full service airlines, the convenience & diversity of in-flight facilities were more excellent than low-cost airlines.

영어초록

This study aims to understand how domestic flight users perceive the service quality of full service airlines and low-cost airlines, and also to understand the similarity and difference between customer satisfaction and behavioral intention in accordance with the service quality of these airlines.
For the empirical analysis, the frequency analysis, reliability analysis, factor analysis, multiple regression analysis, and simple regression analysis were conducted.
In order to analyze differences in users of full service airlines and low-cost airlines, t-test was performed.
The selection attributes of airline use revealed by this study were largely classified into five factors(F1: convenience & diversity of in-flight facilities, F2: in-flight cleanliness & staffs' kindness, F3: quickness of ticketing/ boarding/ baggage handling, F4: convenience of booking & propriety of airfare, F5: airline promotion & image).
In the results of factor analysis and reliability analysis, the value of KMO (Kaiser-Meyer-Olkin) was .903, and the value of Bartlett's Test of sphericity representing the matter of propriety of factor analysis was 3160.704, and the significance level was .000, which was suitable for the use of factor analysis. For the verification of reliability, Cronbach Alpha values for each five variable were in .823~.924, so that the internal consistency of the questionnaire was verified.
In the results of this study, first, all the factors except for F2(in-flight cleanliness & staffs' kindness) had significant effects on the airline use satisfaction. To increase the airline users' satisfaction, it would be necessary to have service-improvement education/programs that increase the in-flight cleanliness and staffs' kindness.
Second, the positive satisfaction of airline use had positive(+) effects on the reuse and recommendation intention, so that the research model was verified. In other words, the results of preceding researches were verified.
Lastly, in the results of verifying differences in the selection attributes between full service airlines and low-cost airlines, all the factors except for F1(convenience & diversity of in-flight facilities) did not show particular differences. In other words, in case of the use of full service airlines, the convenience & diversity of in-flight facilities were more excellent than low-cost airlines.

참고자료

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