Relationship between Airline s Distribution Services SNS Content and Customer Satisfaction

• 발행기관: 한국유통과학회
• 저자명: Eunji YOO Soyeon PARK
• 간행물 정보: 『유통과학연구(JDS)』제18권 제8호, 5~14쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.08.30

영문 초록

This study aims to examine the impact of characteristics of SNS content provided by airlines on customer satisfaction and to explore the effect of the personal characteristics of the customers which have a modulating effect on the relationship between content characteristics of SNS and customer satisfaction. The data were collected over a period of April 21. 2019. to July 21. 2019. for three months from the people who have experience using SNS provided by airlines. 225 samples were selected and used as final samples from a collection rate of 93.4 percent. Findings suggest that the characteristics of airline s SNS content which include a promotion, information, and communication showed a positive impact on customer satisfaction. The analysis of a modulating effect of individual characteristics on the relationship between the airline s SNS content characteristics showed that diversity pursuit propensity, innovation propensity, and information-seeking propensity control the relationship between characteristics of airline s SNS content which are publicity, information and customer satisfaction. And it was found that all three personal characteristics do not control the relationship between communication and customer satisfaction. Thus, airlines should use SNS more effectively to generate customer satisfaction and present marketing measures to help generate profits through consumer purchasing behavior. It is expected that the findings of this study will help airlines to utilize marketing implications for effective and practical marketing methods.

목차

1. Introduction

2. Theoretical Background

3. Hypothesis

4. Results

5. Conclusion

References

키워드

Airline s Distribution Services SNS Content Personal Characteristics Customer Satisfaction