항공사 브랜드이미지가 고객의 신뢰,몰입 및 충성도에 미치는 영향에 관한 연구 = A Study of The Effect of Brand Image of Airlines on Trust, Commitment and Loyalty

국문 초록 (Abstract)

무한 글로벌 경쟁시대의 현 시점에서 기업은 경쟁우위 확보를 위해 유형적인 부분과 함께 무형의 자산인 브랜드 이미지와 관련해 많은 마케팅 방법을 연구하고 있다.
항공 산업 역시 서비스산업에서 선두 적으로 고객과의 관계형성과 성공적인 기업 성장을 위해 많은 고객 관계마케팅을 하고 있다.
국내의 항공 산업 또한 빠르게 변화되고 성장하고 있다. 국내의 저가 항공사의 출현 및 다양한 노선 확보, 국내. 외 항공사 간의 전략적 제휴를 통한 글로벌화, 초대형 항공기의 출현 등 다양한 항공 여행의 경험을 고객에게 제공하기 위해 노력하고 있다.
항공여행의 고객들 또한 여행에 필요한 정보를 다양한 경로를 통해 얻을 수 있는 환경에 노출되고, 고객이 여행의 주체가 되는 경우가 많아졌다.
지금까지 항공사에 대한 연구는 항공서비스관련, 항공사 선택속성과 고객만족도, 서비스품질에 대한 것이 대부분이며, 항공사 브랜드 이미지에 대한 연구 또한 브랜드 이미지에 영향을 주는 구성요인들이 대부분이다. 이런 연구 결과를 이용하여 마케팅에 활용되었고, 경쟁력 있는 항공사의 브랜드 이미지 개선을 위한 방안들이 제시되어져 왔다.
이에 본 연구는 이미 고객이 지각한 항공사의 브랜드 이미지가 고객과의 관계에서 신뢰와 몰입 및 충성도에 어떠한 영향을 미치는지를 살펴보고자 한다.
본 연구의 목적을 달성하기 위해 이론적 배경을 통한 문헌연구와 선행연구를 통하여 이론적 체계로 개념을 파악하고, 연구모형과 가설을 설정하여 항공사를 이용한 고객을 대상으로 설문조사를 통한 실증적 연구 방법을 사용하였다. 조사대상은 서울, 경기지역에 거주하고 있으면서 항공기를 이용해 여행 경험이 있는 내국인을 대상으로 했으며, 최근 3년 이내에 항공기 이용경험이 있는 고객을 대상으로 표본을 선정하여, 2013년 11월20일부터 11월 27일까지 설문지를 직접 배포하였으며, 설문지 작성방법은 자기기입법으로 진행되었다.
본 조사용 설문지는 총 230부를 배포하고 이 중 215부가 회수되었고, 그 중 불성실하게 응답한 것을 제외하고 213부를 실제 분석에 사용하였다.
본 연구에서 제기된 연구문제를 검정하기 위해서 SPSS 18.0 프로그램을 이용하여 연구 가설을 검정하였다.
연구 가설 검정 결과, 항공사 브랜드이미지가 좋을수록 고객의 신뢰, 몰입 및 충성도에 긍정적인 영향을 미치는 것으로 나타났다.
또한, 고객의 신뢰와 몰입이 높으면 항공사 브랜드이미지가 충성도에 유의한 영향을 미치는데 매개효과를 나타냄을 알았다.
이것은, 처음 이용하는 신규 고객보다, 기존 고객을 위한 마케팅이 더 효과적이라는 것을 입증한다고 할 수 있다. 항공사 브랜드이미지에 대한 고객의 신뢰와 몰입이 이루어지도록 항공사를 이용하신 기 고객들을 대상으로 하는 마케팅 전략의 방향성을 제시한다는 측면에서 의의가 있다고 본다.

목차 (Table of Contents)

• 제 1 장 서론 ································································································1
• 제 1 절 연구 배경 및 목적 ································································1
• 제 2 절 연구 방법 및 구성 ································································4
• 제 2 장 이론적 배경 ·················································································6
• 제 1 절 항공사 브랜드이미지 ······························································6
• 1. 브랜드 이미지의 개념 ·······························································6
• 2. 브랜드 이미지의 구성요소와 선행연구 ·····································8
• 3. 항공사 브랜드 이미지의 개념과 중요성 ·································11
• 4. 항공사 브랜드 이미지에 대한 선행연구 ·································14
• 제 2 절 신뢰 ······················································································18
• 1. 신뢰의 개념 ···············································································18
• 2. 신뢰에 대한 선행연구 ······························································21
• 제 3 절 몰입 ······················································································23
• 1. 몰입의 개념 ···············································································23
• 2. 몰입에 대한 선행연구 ······························································24
• 제 4 절 충성도 ················································································26
• 1. 충성도의 개념 ···········································································26
• 2. 충성도에 대한 선행연구 ··························································29
• 제 3 장 연구 모형 및 가설 설정 ···························································34
• 제 1 절 연구 모형 ··············································································34
• 제 2 절 연구 가설의 설정 ·································································34
• 1. 항공사 브랜드이미지와 신뢰와의 관계 ··································34
• 2. 항공사 브랜드이미지와 몰입과의 관계 ··································36
• 3. 항공사 브랜드이미지와 충성도와의 관계 ······························37
• 4. 신뢰와 몰입과의 관계 ······························································39
• 5. 신뢰와 충성도와의 관계 ··························································40
• 6. 몰입과 충성도와의 관계 ··························································42
• 제 3 절 변수의 조작적 정의 및 측정 ··············································43
• 1. 항공사 브랜드이미지 ································································43
• 2. 신뢰 ····························································································44
• 3. 몰입 ····························································································45
• 4. 충성도 ························································································46
• 제 4 절 조사 설계 ··············································································47
• 1. 설문지의 구성 ···········································································47
• 2. 조사의 설계 ···············································································49
• 3. 분석 방법 ···················································································50
• 제 4 장 실증 분석 및 가설 검정 ····························································50
• 제 1 절 조사 방법 ················································································50
• 1. 표본의 인구통계학적 특성 ························································50
• 2. 표본의 일반적 특성 ····································································53
• 제 2 절 측정도구의 신뢰성 검정 ······················································55
• 1. 신뢰도 분석 ·················································································55
• 2. 각 요인별 기술통계 ····································································56
• 제 3 절 가설의 검정 ················································································57
• 1. 연구 가설의 검정 ·······································································57
• 2. 부가 분석 ····················································································68
• 제 5 장 결론 ···························································································78
• 제 1 절 연구결과의 요약 및 시사점 ··················································78
• 1. 연구결과의 요약 ·········································································78
• 2. 연구결과의 시사점 ·····································································80
• 제 2 절 연구결과의 한계점 및 향후 연구방안 ·································80
• 참고문헌 ···································································································82
• 부 록 ···································································································94
• Abstract ···································································································99