항공사 상용고객우대제도 혜택이 항공사브랜드 이미지와 고객가치인식에 미치는 영향에 관한 연구

• 영문명: Study on the Effect of Airline Customer Reward Program Benefit on Brand Image and Customer Value Cognition: Focusing on the Moderating Effect of Marketing Communication
• 발행기관: 관광경영학회
• 저자명: 나윤서
• 간행물 정보: 『관광경영연구』제18권 제3호, 41~68쪽, 전체 28쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2014.09.30

영문 초록

This study tried to develop the airline customer reward program and seek developmental measures to improve customer value cognition on benefit. It has been investigated by grasping the relationship among airline customer reward program benefit, brand image and customer value cognition and by examining the moderating effect of marketing communication, For this study, 215 valid samples were obtained from customers having and using airline mileage cards through the internet research website. In order to verify hypothesis, descriptive statistics, exploratory factor analysis, correlation analysis, and hierarchical regression analysis were used. As a result, mileage benefit had a significantly positive (+) effect on brand image and customer value cognition, supporting hypothesis 1 and 2. However, the moderating effect of marketing communication turned out to be statistically insignificant. The result of this study implies that airline companies should establish customer database. Also, airlines need to develop the reward program differentiated from those of competitors. In addition, airlines should simplify the mileage accumulation procedure and information providing process. It is suggested that future studies conduct comparative researches according to customers’ experience mileage accumulation procedure based on samples of various airlines, to draw more specific implications.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 조사설계

Ⅳ. 결과분석

Ⅳ. 결론 및 시사점

참고문헌

키워드

customer reward program benefit brand image customer value cognition marketing communication