항공사의 서비스지향성이 IMC와 경영성과에 미치는 영향

• 영문명: The Effects of Service Orientation on IMC (Integrated Marketing Communication and Management Performance in the Airline Industry)
• 발행기관: 한국문화관광학회
• 저자명: 김재원(Kim, Jae-won)
• 간행물 정보: 『문화관광연구』제8권 제1호, 245~263쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2006.06.30

영문 초록

This study is about the effect of service orientation as a market oriented culture on management performance considering marketing strategy levels as a marketing variable. The growth of air transportation has revolutionary shortened the geographical distance of travel. This study introduces service orientation of airlines and IMC (integrated marketing communications : IMC) related composite parameters in the academic aspect. Therefore, This study proved how the positive affection of service orientation on management performance could be different by the marketing strategy levels. In the aspect of related industries, with the strategic policy and the service differentiated policy for international passenger service of in-country airlines, it would be expected to contribute to satisfy the customers and the airlines as well as to positioning strategy of airlines and the plans for strengthening the competitiveness.

목차

[ABSTRACT]

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 조사 설계

Ⅳ. 분석결과 및 해석

Ⅴ. 결론 및 시사점

참고문헌

키워드

Effects of Service Orientation Integrated Marketing Communication Management Performance