항공사 서비스품질이 고객만족과 충성도에 미치는 영향 : 아시아나클럽 회원을 중심으로 = The influence of Service Quality and Customer Satisfaction on the Customer Loyalty in the Airline Industry : Focus on Asianaclub member

다국어 초록 (Multilingual Abstract)

Present study was carried out to investigate the ways to improve competitive power of airline service in the highly competitive airline industry, by understanding the relationship between the quality of service and the customer satisfaction on the customer loyalty.
Both literature survey and real-world study were carried out in the present study. In the literature survey, the concepts of the quality and structure of airline service were defined and characterized. In the real-world study, a research model to relate the quality of airline service to the customer satisfaction on the customer loyalty was established. Then, questionnaire studies were came out through the customers of Asiana Airline.
In the present study, three factors were investigated to find out how each customer was satisfied by factors influencing on the customer loyalty so that the airlines can get high compatibility: first, important service factor influencing customer's choice on carriers; second, relationship between service factor and customer satisfaction; and third, relationship between service factor and customer loyalty. Data analysis including confidence level, frequency analysis, factor analysis, regression analysis, correlation analysis was performed by using SPSSWIN 12.0 Statistic Package in order to examine interrelationship between quality of airlines service, and the customer satisfaction on the customer loyalty.
The thesis is composed of five chapters, Chapter 1, as an introduction, describes aim of research, research area and methodology. Chapter 2 provides theoretical background on the definition, characteristics of airline service and structural factors. In this chapter, concept and characteristics of airline service, concept of customer satisfaction, how to measure it, and interrelationship between these factors and the customer loyalty are further discussed. Chapter 3 tells about the questionnaire study including how to establish the hypothesis and research model, and how to perform the questionnaire study, and details about the question. Chapter 4 shows the results of the questionnaire studies including data analysis and interpretation of the results. Chapter 5 discusses the results of the current study, makes a conclusion, and suggests the significance of the current study, limitations and future direction of studies regarding the present study.
Improvement of service can ensure ultimate survival of an airliner in a fierce competition by delivering satisfaction to its customers and making them its loyal customers. Previous studies show that loyal customers contribute to an airliner's operating income while it is always important to secure new customers.
The findings of this study a structural relations in which service quality leads to customer satisfaction which in turn customer loyalty. It is found that satisfaction of airliner's customer depends considerably on its stability and other various factors including its safety, fare, policy, and membership plan make a huge impact on customer loyalty.
These findings suggest that airliners are needed to identify factors to determine customer's satisfaction and loyalty in order to improve their service quality and come up with an aggressive long term marketing strategy to beat rivals in an increasing competition.
This study aims at giving a suggestion for Asiana airlines to prepare for increasing domestic airline transportation, and to increase compatibility with advanced megacarriers, by analyzing factor of various airline services provided by Asiana airlines. The present study suggests that future directions of airlines' service improvement and more practical and detailed bases of marketing strategy.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 문제의 제기 및 연구목적 = 1
• 1. 문제의 제기 = 1
• 2. 연구의 목적 = 2
• 제2절 연구의 범위와 방법 = 3
• 1. 연구의 범위 = 3
• 2. 연구의 방법 = 4
• 제2장 항공서비스에 대한 이론적 고찰 = 7
• 제1절 항공서비스의 특성과 분류 = 7
• 1. 항공운송 서비스의 개념 및 특성 = 7
• 2. 항공운송 서비스의 분류 = 10
• 제2절 서비스 품질의 이론적 고찰 = 15
• 1. 서비스 품질의 개념 = 15
• 2. 서비스 품질의 결정에 영향을 미치는 요소 = 18
• 3. 서비스 품질의 구성요인 = 19
• 4. 서비스 품질 평가 방법 = 24
• 5. 항공사 서비스품질 구성요인에 관한 연구 = 26
• 제3절 고객만족 = 32
• 1. 고객만족의 개념 및 정의 = 32
• 2. 고객만족의 결정변수 = 33
• 제4절 서비스품질과 고객만족과의 관련성 = 36
• 1. 고객만족의 개념과 유형 = 36
• 2. 서비스품질과 고객만족의 관련성 = 37
• 제5절 고객 충성도에 대한 고찰 = 36
• 제6절 서비스품질과 고객충성도과의 관련성 = 43
• 제3장 연구방법 = 49
• 제1절 연구모형과 연구가설 = 49
• 1. 연구모형 = 49
• 2. 변수의 조작적 정의 = 51
• 3. 가설의 설정 = 54
• 제2절 실증적 분석의 설계 = 56
• 1. 조사개요 = 56
• 2. 설문지 구성 및 내용 = 57
• 3. 자료의 분석 방법 = 57
• 제4장 분석결과 및 가설검증 = 59
• 제1절 자료의 분석 = 59
• 1. 자료의 인구 통계학적 특성 = 59
• 2. 자료의 일반적 특성 = 60
• 3. 요인분석과 신뢰도 분석 = 62
• 제2절 가설의 검정과 연구모형의 평가 = 65
• 1. 가설검정의 절차 및 방법 = 65
• 2. 가설의 검정 = 65
• 제3절 실증분석 결과 = 71
• 제5장 결론 = 74
• 제1절 연구결과의 요약 = 74
• 제2절 연구의 결과의 시사점 = 75
• 참고문헌 = 78
• <부록> 설문지 = 87
• ABSTRACT = 92