항공사의 유ㆍ무형, 인적서비스 품질요인이 재이용의도에 미치는 영향

• 영문명: The Influence of Service Quality Factors on Reuse Intention
• 발행기관: 한국유통과학회
• 저자명: 박혜윤(Hye Yoon Park) 박소연(So Yeon Park)
• 간행물 정보: 『유통과학연구(JDS)』제15권 제4호, 59~67쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.04.30

영문 초록

Purpose - This study’s aims are to examine the effects of airline service quality on brand image, brand attitude and reuse intention and the mediating roles of brand image and brand attitude in the relationship between airline service quality and reuse intention. Research design, data and methodology - A total of 500 questionnaire copies were distributed and 474 were used for the empirical study after excluding some empirical inappropriate or unusable ones. To analyze the collected data, the SPSS/WIN 22.0 statistical package was used. Results - The result of analysis showed that all the intangible, tangible and human elements of the airline service quality positively influenced on brand image and brand attitude and did not directly influence on reuse intention. However, brand image and brand attitude played mediating roles in the relationship between all the service quality elements and reuse intention. Conclusions - This means that airlines need to develop service quality, which is differentiated and provides special feelings for customers and work out improvement strategies for positive brand images and attitudes, since customers choose and reuse airlines, based on brand images and attitudes, which are perceived and formed through the experience of airline service quality and word of mouth.

목차

Abstract

1. 서론

2. 선행연구 고찰

3. 연구 설계

4. 분석 결과

5. 결론

References

키워드

Airline Service Quality Brand Image Brand Attitude Reuse Intention Mediating Effect