항공사 직원-고객의 직접커뮤니케이션이 브랜드 로열티에 미치는 영향에 관한 연구

• 영문명: Effects of Direct Communication of Flight Customer and Airline Employee on Brand Loyalty: Focusing on the Moderating Role of Trust
• 발행기관: 한국외식경영학회
• 저자명: 김유경(Kim Yu Kyoung) 이형룡(Lee Hyung Ryong) 이원봉(Lee Won Bong)
• 간행물 정보: 『외식경영연구』10권 1호, 31~50쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2007.03.31

영문 초록

This study focuses on Direct Communication - Brand Loyalty relationship in aviation industry. And it investigates the moderating role of trust in the Direct Communication - Brand Loyalty relationship. The result can be summarized as follows. (1) Direct Communication have a positive impact on Brand Loyalty partly. (2) Direct Communication have a positive impact on trust partly. (3) Trust that is mediator in building branding loyalty can have an significant influence on Brand Loyalty. From these results, it can be suggested that appropriate communication protocol is essential for getting customer's trust and many types of direct communication skill should be devised and educated to all airline employee to establish customer's Brand Loyalty.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증적 분석

Ⅴ. 결론

참고문헌

키워드

Direct Communication Trust Brand Loyalty