서비스품질이 고객가치, 고객만족과 자발적 행동의도에 미치는 영향관계 : 항공서비스를 중심으로

다국어 초록 (Multilingual Abstract)

The intensifying competition in aviation industry is not something that started just yesterday. The major airlines have started a new initiative to provide more advanced services and even the low-cost airlines that entered into the aviation market most recently are trying to provide passengers with a new value element in addition to affordable fares. This intensifying competition highlights the meaning of the level of quality of service that those airlines provide more and emphasizes the importance of the management of the airline service quality. In this regard, all the domestic and international airlines can’t avoid these questions, “What contents should we provide customers for good service?,” “How much should we provide those services?,” “What are more strategic methods to use these services?”
Based on these research questions, this study aims to select the main factors that service quality, customer value, and customer satisfaction contribute to the customer voluntary behavioral intention and propose the integrated model, and understand the structural relationships among those factors and provide some suggestions for the things to be dealt with in the marketing activities of domestic airlines.
This study also analyzes the influential factors on the repurchase in the aviation industry empirically and presents more efficient management policies, and ultimately looks for ways to present policy directions in the domestic service sector and for efficient management. Therefore, the aim of this study is as follows:
First, this study presents airline service quality by dividing the constituent dimensions of service quality into process aspects and performance aspects.
Second, this study measures service quality with appropriate measurement tools according to the characteristics of the airline and verifies if the measured service quality has a significant impact on customer value.
Third, this study measures the impact of customer value on the customer voluntary behavioral intention by taking advantage of multidimensional components rather than single-dimensional ones.
Fourth, this study looks at the impact of customer satisfaction on the customer voluntary behavioral intention and identify the relationship, and understand the structural relationship between customer satisfaction and customer voluntary behavioral intention and the difference and propose a specific framework for establishing a detailed marketing strategy.
Fifth, this study presents suggestions that are obtained from literature review and empirical analysis and seeks for measures to strengthen the quality competitiveness of an airline.

This study contributed to the aviation industry theoretically in that the service quality dimensions and the value perception dimensions affecting the airline customer satisfaction and the customer voluntary behavioral intention were demonstrated in detail. In other words, that the overall quality of airline service was divided into the process aspects and performance aspects and the customer value was subdivided into emotional value, functional value, and social value in this study can be said to be differentiated from the existing airline service quality researches. The result of this study shows that the airline service quality had a significant impact on customer satisfaction and accordingly had an impact on the customer voluntary behavioral intention, etc. Therefore, this study suggests that strategic efforts on service quality, customer value, and customer satisfaction are essential for achieving goals in the competitive advantage and growth of domestic airlines.

This study evaluates the impact of customer value and customer satisfaction on the customer voluntary behavioral intention based on the airline service quality and identifies what airline service quality has an impact on customer satisfaction or behavioral intention, and seeks for ways to attract more customers by providing customers with the differentiated services that are upgraded one step further to prevent them from switching to another airline.

The suggestions of this study are as follows:

First, those customers who recognized the value from an airline’s process aspects and performance aspects and became satisfied reused the airline voluntarily or encouraged others to use the same airline. This suggests that customers are more affected by the clues that materialized the intangible services into tangible ones than by the interaction qualities such as airline personnel’s service level, attitude, etc, when providing airline services to customers. In addition, in a domestic airline, most of the selected flight attendants were employed and educated at a similar condition or level, and so customers can’t recognize the airline’s flight attendant differentiation greatly. Therefore, it would be very useful if we improve differentiated process aspects and performance aspects from other airlines to achieve customer satisfaction by increasing customer value.
Second, in terms of service quality, emotional value and function value - customer value factors - had a significant impact on customer satisfaction, but social value didn’t so. This suggests that customers tend to think it more important to feel pleasure or joy when they received a service than to be satisfied with the valued of money or other functional conditions. However, social value, one of customer value factors, did not have a significant impact on customer satisfaction. This proves that as an income level increases, there is also an increase in the number of travellers to enjoy leisure activities, and as many travellers use an airline more often, this study isn’t evaluated from the condition of social effects, something that spread to others when using an airline service. This result is not consistent with the previous researches. In the previous researches, emotional value, functional value, and social value all had a significant impact. This suggests that the value that the customer perceives depends on the investigation subject and period. Therefore, if an airline understands customer’s various value dimensions, more emphasis should be put on the market approach turing back to the emotional and functional value dimensions. Besides, additional approaches to social value dimensions should be studied to present differentiation strategy.
Third, this study is significant in that this study expanded the researches on the voluntary behavioral intention by attempting to research on the relationship between customer value, customer satisfaction, and voluntary behavioral intention. From the research finding that customer value and customer satisfaction had an impact on customer voluntary behavioral intention, we can find that customer value perception as well as customer satisfaction must be preceded to increase participation intention, cooperation intention, and loyalty in those customers who will use an airline service in the future. In particular, the existing researches on the customer voluntary behavioral intention were limited to loyalty, but this study expanded the aspects that contributed to the customer satisfaction into participation intention, cooperation intention, and loyalty which are voluntary behavioral intentions factors in an airline.
Fourth, in this study, customer voluntary behavioral intention is an active customer behavior. Airlines suggested the necessity of various policy measures to increase the voluntary behavioral intention. In this respect, customer satisfaction system to collect customer opinions and improve the customer complaints and dissatisfactions should be established for airline’s continuous customer satisfaction and development. In addition, we need to have an airline’s strategic participation program to attract more participation by offering a reward for their participation.
Fifth, if we increase the customer voluntary behavioral intention, we have to increase customer’s participation in event activities by accepting and proposing various problem-solving measures, and if we add to marketing activity to attract participation from the type of low-lifestyle that cooperative effect relationship is low, we can increase cooperation intention more. If we provide extra points or marketing from customer satisfaction aspects providing pleasure when cooperation is requested, more effective customer voluntary behavioral intention would be achieved.

목차 (Table of Contents)

• 제 1 장 서 론 1
• 제 1 절 문제제기 1
• 제 2 절 연구목적 6
• 제 3 절 연구구성 8
• 제 2 장 이론적 배경 10
• 제 1 절 항공 서비스에 관한 연구 10
• 1. 항공 서비스의 개념 10
• 2. 항공 서비스의 특성 14
• 3. 항공 서비스품질의 구성 18
• 제 2 절 서비스품질에 관한 연구 24
• 1. 서비스품질의 개념 및 정의 24
• 2. 서비스품질의 특성 32
• 3. 서비스품질 측정모형 34
• 제 3 절 고객가치에 관한 연구 44
• 1. 고객가치의 개념 44
• 2. 고객가치 지각의 구성차원 54
• 제 4 절 고객만족에 관한 연구 58
• 1. 고객만족의 개념 58
• 2. 고객만족 이론 63
• 3. 고객만족의 측정 68
• 4. 고객만족 선행 연구 70
• 제 5 절 자발적 행동의도에 관한 연구 76
• 1. 자발적 행동의도의 개념 76
• 2. 자발적 행동의도의 구성요인 78
• 제 3 장 실증분석 86
• 제 1 절 연구설계 86
• 1. 연구모형 86
• 2. 가설설정 87
• 3. 변수의 조작적 정의 95
• 4. 자료수집 및 설문지 구성 100
• 제 2 절 분석방법 102
• 제 4 장 실증분석 결과 104
• 제 1 절 인구통계학적 특성 104
• 제 2 절 일반적인 특성 105
• 제 3 절 측정항목의 신뢰성과 타당성 검정 106
• 1. 서비스 과정품질의 신뢰성과 타당성 검정 106
• 2. 서비스 성과품질의 신뢰성과 타당성 검정 108
• 3. 고객가치의 신뢰성과 타당성 검정 110
• 4. 고객만족도의 신뢰성과 타당성 검정 112
• 5. 자발적 행동의도의 신뢰성과 타당성 검정 112
• 제 4 절 가설검정 결과 114
• 1. 항공서비스 품질이 고객가치와 만족도,자발적 행동의도에 미치는 영향관계 114
• 2. 비행거리에 따른 항공서비스 품질이 고객가치와 만족도, 자발적 행동의도에 미치는 영향력의 차이 120
• 3. 항공사에 따른 항공서비스 품질이 고객가치와 만족도, 자발적 행동의도에 미치는 영향력의 차이 131
• 제 5 장 결론 및 시사점 142
• 제 1 절 연구결과의 요약 142
• 제 2 절 연구의 시사점 및 향후과제 144
• 참고문헌 149
• 1. 국내문헌 149
• 2. 국외문헌 154
• ABSTRACT 167
• 설문지 172