항공사 가치자산, 브랜드자산, 유지자산에 따른 행동의도 및 고객자산의 구조적 관계 연구 = A Study on the Structural Relationship among the Behavioral Intentions and Customer Equity according to the Value Equity, Brand Equity, and Retention Equity of Airline

국문 초록 (Abstract)

본 연구는 최근 항공서비스산업의 거시적ㆍ미시적 경영환경 변화 추세에 부응하여 그 동안 개별적으로 다루어 왔던 마케팅 활동을 통합적인 관점에서 다루고, 광범위한 마케팅활동에 대한 장기적인 재무성과 및 충성도를 평가하고자 한다. 이에 가치자산, 브랜드자산, 유지자산을 행동의도 및 고객자산으로 연결하는 확장된 고객자산모델을 제안하고, 6개 국적항공사의 여행객 576명을 대상으로 서베이 및 구조방정식을 이용한 실증분석을 실시하였다. 가설검증 결과 가치자산, 브랜드자산, 유지자산은 행동의도에 행동의도는 고객자산에 통계적으로 유의한 영향력을 보였다. 특히 브랜드자산과 유지자산에 비해 가치자산의 영향력이 가장 높았으며, 구체적으로 편리성, 안전성, 정시성, 인적 서비스품질, 가격인식, 물리적 상품품질의 순으로 나타났다. 따라서 편리성, 안전성 등의 수준이 높을수록 고객 충성도가 높게 나타나고, 결과적으로 고객은 보다 많이, 보다 자주, 보다 오래 동안 항공사와의 거래를 유지함으로써 높은 수준의 고객자산으로 항공사에 기여하게 될 것이다. 본 연구는 고객충성도 및 항공사 수익성에 기여하는 마케팅활동을 선별하고, 전략적 우선순위를 고려할 수 있는 확장된 고객자산모델을 구축함으로써 연구의 학문적ㆍ실무적 의의를 가진다.

다국어 초록 (Multilingual Abstract)

The purpose of this research is the evaluation of financial outcomes and loyalty on integrated marketing activity, to meet the trend changing business environment in recent airline service industry. A total of 576 useful sample was collected from passengers using six national airlines. Hypothesis testing showed the result that value equity, brand equity and retention equity influence on behavioral equity and it also influences on customer equity statistically. The influence of value equity is specially stronger than brand equity and retention equity and in details, it showed convenience, safety, punctuality, service quality, price awareness and product quality in order. Therefore, airline convenience, safety, punctuality are contribute to airlines profit by keeping air travellers much more, often, and longer using them. Theoretical implication of this study was discussed and managerial implication was that airline selects marketing activities contributes to loyalty and profitability and considers strategic priority.

목차 (Table of Contents)

• 요약
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구 설계
• Ⅳ. 실증 분석
• Ⅴ. 결론 및 시사점
• 참고문헌
• Abstract

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