서비스품질차원을 이용한 항공사광고의 내용분석

• 영문명: A Content Analysis of SERVQUAL dimentions in Airline Advertisements
• 발행기관: 대한관광경영학회
• 저자명: 안현영
• 간행물 정보: 『관광연구』제15권 제2호, 95~111쪽, 전체 17쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2000.12.30

영문 초록

Because of the characteristics of intangibility and the ephemeral nature of service, it may be difficult for quest to form a proper expectation on the quality of Airline Service. Most airline try to solve this problem by providing potential quest with the information about the benefits and attributes of the available airline service. This content analysis represents an initial attempt in this area, and aims to investigate the cues of SERVQUAL on airline advertisements. The results are as follows ; First, of the 115 advertisements studied, 53% were identified as "tangible", 36.5% were identified as "assurance", and 26.1% were identified as "empathy". Second, total of 152 cues were found in the 115 advertisements and this is made an average of 1.32 cues per advertisements. As the result of study, one of strategies to cope with competitive environments is that airline marketers in Korea have to provide the cues of SERVQUAL of their Advertisements to the level ensuring that they are able to communicate to potential quest.

목차

Abstract

Ⅰ. 서론

Ⅱ. 선행연구의 검토

Ⅲ. 연구방법

Ⅳ. 결과분석

Ⅴ. 결론

참고문헌

부록

키워드

기대 서비스품질 SERVQUAL 광고 내용분석