항공사 객실의 제3의 공간 특성이 브랜드 친숙성, 자신감, 신뢰 및 충성도에 미치는 영향 : 사회적 체계론 관점의 신뢰 모델의 적용

국문 초록 (Abstract)

교통과 정보통신의 발달에 따른 새로운 트렌드는 우리의 삶의 형태에 큰 변화를 줌에도 불구하고 인간은 경험의 공간을 떠나 살 수 없다. 유통과 판매 중심의 상업적 공간에서도 경험 중심의 공간은 여전히 유의미하며, 마케팅에서도 경험을 소비하는 일에 많은 신경을 쓰고 있기 때문이다. 항공 여행객에게 기내 공간에서의 경험은 상대적이며 주관적으로 기억된다. 이는 개별 승객의 기내에서의 감정반응 및 감각, 감성, 인지, 관계 차원의 경험에 따라 다르게 기억되기도 하고, 기내에서의 몰입 및 집중 또한 다를 수 있기 때문이다. 출발지 항공기에 탑승하여 도착지 공항에서 하기할 때까지 일시적으로 독특하게 형성되는 항공사 객실 체계는 끊임없는 소통에 기반한 사회적 체계이다. 이에, 항공사 객실은 교통수단으로써의 안전과 서비스로 인한 편안함의 조화를 핵심으로 총체적 경험 마케팅 전략이 필요한 공간이다.
본 연구의 목적은 항공기 탑승객에 대하여 여행객의 관점과 승객의 관점을 복합적으로 고려하여, 관광객이자 소비자인 승객의 편안한 항공사 객실 공간 경험 특성을 파악하고, 항공사 브랜드 신뢰 형성의 과정을 분석하여 항공사 객실 공간 경험 마케팅에 대한 이론적 기반과 실무적 시사점을 제시하는 것이다. 이를 위해, 올덴버그의 제3의 공간 특성에 근거한 심층인터뷰(In-depth interview)와 루만의 사회적 체계론과 신뢰 모델에 기반한 연구모형을 도출하여 구조방정식모델(SEM: Structural Equation Modeling)을 적용한 혼합연구방법을 적용하였다. 또한, 팬텀변수(Phantom variable)와 Process Macro를 사용해 두 가지 방식으로 다중매개효과 및 개별매개효과의 유의성을 검증하였다.
우선, 항공사 객실 공간에 적용된바 없는 제3의 공간 특성 척도의 개발을 위한 심층인터뷰를 실시하였으며, 탐색적 요인분석을 실시하였다. 그리고, 예비조사를 통해 척도의 신뢰성과 타당성을 검증하였으며, 이를 통해 항공사 객실의 제3의 공간 특성은 물리적 쾌적성, 심리적 휴식성, 즐거움, 편안함, 사회적 환대성, 중립성으로 확인되었다. 승객들에게 제3의 공간인 항공사 객실은 휴식과 여행감을 통해 재충전을 도모하고, 기내 개인 활동에 대한 집중을 통해 즐거움을 찾아내며, 전문적인 기내서비스를 통해 편안함을 느끼고, 환대적인 분위기와 자유롭고 평등한 소통을 통해 사회적 욕구를 충전하는 공간이기에 행복에 대한 기대감이 드는 비공식적 공공 공간이다. 이러한 항공사 객실의 제3의 공간 특성 척도에 기반한 본 연구의 실증 분석 결과는 다음과 같다.
첫째, 항공사 객실 공간의 쾌적성, 휴식성, 즐거움, 편안함, 환대성, 중립성의 제3의 공간 특성은 브랜드 친숙성에 유의한 정(+)의 영향을 준다. 사회적 체계론 관점에서 출발지의 항공기에 탑승하면서부터 목적지에 도착하여 하기하는 시점까지 일시적으로 형성되는 제3의 공간으로서의 항공기 내 소통은 친숙한 사회적 공간을 형성하게 된다.
둘째, 승객은 항공사 객실의 제3의 공간 경험을 통해 학습된 친숙성에 기반하여 해당 브랜드의 현재와 미래의 안전과 서비스에 대한 확신으로 브랜드 자신감을 도모하게 된다. 이는 곧 브랜드 신뢰를 형성하고, 높은 브랜드 충성도로 이어지게 된다.
셋째, 항공사 객실의 고유한 제3의 공간 특성은 일상적 물리적 공간인 항공사 객실 공간에 대한 개별 승객의 심리적, 사회적 관점의 해석을 통해 제3의 공간인 항공사 객실로 기억되어 행복한 기대감이 드는 비공식적 공공 공간을 형성한다.
궁극적으로 제3의 공간인 항공사 객실은 휴식과 재충전을 도모하며, 안전과 서비스에 대해 편안함을 느끼며, 서로를 친숙한 이방인의 시선으로 바라봐주는 편안한 사회적 공간으로 기내 예절과 상호 예의가 지켜질 것으로 기대하는 신뢰의 공간이다. 나아가, 항공사 객실 공간은 글로벌 관광객의 무대로써 다른 문화적 관점의 시선이 존재하는 공간이라는 점에서도 관리되어야 할 공간이며, 이에 따라 항공사 브랜드 경험 마케팅에 있어 사회적 상호작용에 대한 글로벌 전략이 반드시 필요하다.

다국어 초록 (Multilingual Abstract)

Although new trends resulting from the development of transportation and info-communications industry bring great changes to our lives, humans cannot live apart from the space of experience. This is because even in commercial spaces centered on distribution and sales, experience-oriented spaces are still meaningful, and marketing is also paying a lot of attention to consuming experiences. For air travelers, the experience of in-flight space is relative and subjectively remembered. This is because each passenger's emotional response through the experiences in the sense, emotion, cognition, and relationship may be remembered differently, and immersion and concentration in the cabin may also be different. The airline cabin system, which is temporarily and uniquely formed from moment of boarding at the departure airport to disembarking at the destination airport, is a social system based on constant communication. Accordingly, the airline cabin is a space that requires a holistic experience marketing strategy with the mission to harmonizing safety as a means of transportation and comfort through service.
The purpose of this study is to comprehensively consider the perspectives of travelers and passengers and identify the characteristics of comfortable airline cabin space experience and analyze the process of airline brand trust formation depending on the gazes of both tourists and consumers. This will lead to to present the theoretical basis and practical implications for experiential marketing. To this end, a mixed methods research was adopted. Firstly, in-depth interviews based on Oldenburg's Third Place characteristics were conducted then the SEM(Structural Equation Modeling) from a research model based on Luhmann's Social Systems Theory and Trust Model was followed. For further analysis, the significance of the multi-mediation effect and the individual mediation effect was verified in two ways using Phantom Variables and Process Macro.
First of all, in-depth interviews were conducted to develop a third spatial characteristic scale that had not been applied to airline cabin space, and exploratory factor analysis was conducted. In addition, the reliability and validity of the scale were verified through a preliminary survey, and through this, the third spatial characteristics of the airline cabin were confirmed as a physical amenity, psychological restoration, enjoyment, comfort, social hospitality, and neutrality. The airline cabin perceived as the third space to passengers, promotes relaxation and recharging through a sense of travel, finds pleasure through concentration on personal activities in the cabin, feels comfortable based on professional in-flight service, welcomes with hospitality spirit, and creates social comfort with freedom and equality in communications while maintaining neutrality in territories through personalization of each passenger's personal space and mutual etiquette in shared space. Ultimately, airline cabin as the third space is an informal public space with the expectation of happiness.
The empirical analysis results of this study based on the scale developed with the third spatial characteristics of airline cabin are as follows. First, the third space characteristics of physical amenity, rest, enjoyment, comfort, hospitality, and neutrality of airline cabin space have a significant positive(+) effect on brand familiarity. From the perspective of Social System Theory, in-flight communication as a third space temporarily formed from boarding the aircraft at the departure point to arriving at the destination and disembarking creates a familiar social space. Second, passengers promote brand confidence with confidence in the present and future safety and service of the brand based on the familiarity learned through the third space experience of the airline cabin. This soon builds brand trust as Luhmann argued in Trust Model and leads to high brand loyalty. Third, the unique third spacial characteristics of airline cabins are remembered by passengers and forms their own third space, through the interpretation of individual passengers' psychological and social perspectives on airline cabin space, which is a daily physical space.
To conclude, airline cabin as the third space is a comfortable social space where there exists a gaze of a familiar stranger expecting to be mutually trusted. Furthermore, the airline cabin space is a global space that needs to be managed in that it is a stage for global tourists and a space where different cultural perspectives exist. Accordingly, a global strategy regarding social interaction in global context is absolutely necessary in airline brand experience marketing.

목차 (Table of Contents)

• <목 차>
• I. 서 론 ································································································ 1
• 제 1 절 연구 배경 및 문제 제기 ···························································· 1
• 제 2 절 연구 목적 및 범위 ··································································· 5
• 제 3 절 연구의 구성 ············································································ 7
• II. 이론적 고찰 ····················································································· 9
• 제 1 절 제3의 공간 ············································································ 9
• 1. 공간의 개념 ··············································································· 9
• 2. Oldenburg의 제3의 공간 이론(Third Place Theory) ···················· 13
• 3. 제3의 공간 특성에 대한 선행 연구 ················································ 21
• 제 2 절 제3의 공간인 항공사 객실(Airline Cabin as the Third Space) ·· 26
• 1. 제3의 공간의 서비스스케이프 ······················································ 26
• 2. 항공사 객실의 제3의 공간의 특성 차원 ········································· 34
• 3. 항공사 객실의 제3의 공간 특성 ···················································· 41
• 제 3 절 항공사 브랜드 신뢰의 사회 심리 모델 ······································· 43
• 1. Luhmann의 사회적 체계론(Social System Theory) ····················· 43
• 2. Luhmann의 신뢰 모델(Trust Model) ·········································· 45
• 1) 브랜드 친숙성(Brand Familiarity) ·············································· 45
• 2) 브랜드 자신감(Brand Confidence) ··········································· 50
• 3) 브랜드 신뢰(Brand Trust) ························································· 53
• 4) 브랜드 충성도(Brand Loyalty) ··················································· 60
• Ⅲ. 연구 방법 ······················································································ 65
• 제 1 절 척도 개발 절차 ······································································ 65
• 1. 질적 연구 방법(Qualitative Research): 척도 구성 ························ 71
• 1) 심층인터뷰기법(In-depth Interviewing) ···································· 71
• 2) 예비 심층인터뷰 ······································································· 73
• 3) 본 심층인터뷰 질문 구성 ··························································· 75
• 4) 본 심층인터뷰 참여자 선정 ························································ 81
• 5) 본 심층인터뷰 5단계 과정 ························································· 83
• 6) 본 심층인터뷰 결과 ··································································· 84
• 7) 초기 항목 구성 ········································································· 85
• 2. 양적 연구 방법(Quantitative Research): 척도 검증 ····················· 86
• 1) 예비조사 ·················································································· 86
• 2) 탐색적 요인분석(Exploratory Factor Analysis: EFA) ·················· 86
• 3) 척도의 신뢰성 및 타당성 검증 ···················································· 86
• 4) 본 설문조사 ·············································································· 87
• 5) 탐색적 요인분석(Exploratory Factor Analysis: EFA) ·················· 88
• 6) 척도의 신뢰성 및 타당성 검증 ···················································· 88
• 7) 확인적 요인분석(Confirmatory Factor Analysis) ······················· 89
• 제 2 절 척도 평가 및 이론적 타당화 ··················································· 90
• 1. 연구모형 ·················································································· 90
• 2. 연구가설 ·················································································· 92
• 제 3 절 조사 방법 설계 ··································································· 101
• 1. 변수의 조작적 정의 및 측정 변수 ··············································· 101
• 2. 자료 수집 ················································································ 104
• 3. 분석 방법 ················································································ 105
• 4. 설문지 구성·············································································· 108
• Ⅳ. 연구 결과 ···················································································· 109
• 제 1 절 항공사 객실의 제3의 공간 특성 척도 구성
• 1. 심층인터뷰 결과 ······································································ 109
• 2. 초기 설문 항목 ········································································· 117
• 제 2 절 척도 검증 ············································································ 122
• 1. 예비조사 ················································································· 122
• 1) 표본의 인구 통계적 특성 ·························································· 122
• 2) 항공 여행 특성 ········································································ 124
• 3) 탐색적 요인분석(Exploratory Factor Analysis: EFA) ················· 125
• 4) 척도의 신뢰성 및 타당성 검증 ··················································· 127
• 2. 본조사 ····················································································· 135
• 1) 표본의 인구 통계적 특성 ·························································· 135
• 2) 항공 여행 특성 ········································································ 137
• 3) 탐색적 요인분석(Exploratory Factor Analysis: EFA) ················· 138
• 4) 기술통계 및 신뢰도 분석 ·························································· 139
• 3. 브랜드 친숙성에 대한 분석 ························································ 147
• 1) 기술통계 및 신뢰도 분석 ·························································· 147
• 4. 브랜드 자신감에 대한 분석 ························································ 149
• 1) 기술통계 및 신뢰도 분석 ·························································· 149
• 5. 브랜드 신뢰에 대한 분석 ··························································· 151
• 1) 기술통계 및 신뢰도 분석 ·························································· 151
• 6. 브랜드 충성도에 대한 분석 ························································ 153
• 1) 기술통계 및 신뢰도 분석 ·························································· 153
• 제 3 절 척도 평가 ············································································ 155
• 1. 구성 개념별 확인적 요인분석 ····················································· 155
• 1) 척도의 신뢰성 및 타당성 평가 ··················································· 158
• 2) 척도에 대한 판별 타당성 분석 ··················································· 162
• 3) 전체 측정모형에 대한 확인적 요인분석 ······································ 165
• 4) 전체 구성 개념에 대한 판별 타당성 분석 ···································· 169
• 제 4 절 이론적 타당화 및 가설 검증 ···················································· 171
• 1. 항공사 객실의 제3의 공간 특성 1차 요인 경로 및 매개효과 ············ 171
• 2. 가설 검증 ················································································· 175
• 3. 매개효과 분석 ·········································································· 179
• 1) 전체 매개효과 분석 ·································································· 179
• 2) 개별 매개효과 분석 ·································································· 181
• Ⅴ. 결 론 ··························································································· 189
• 제 1 절 연구 결과 요약 ····································································· 189
• 제 2 절 연구의 시사점 ······································································ 194
• 1. 학술적 시사점 ·········································································· 194
• 2. 실무적 시사점 ·········································································· 197
• 제 3 절 연구의 한계점 및 향후 연구과제 ············································ 200
• 참고문헌 ·························································································· 202
• <부록 1> 설문지 ··············································································· 225
• Abstract ························································································· 238