항공사 서비스 품질이 여행상품 운영에 미치는 영향 = (A) study on the influences of service quality of airlines on the product management of travel agencies

다국어 초록 (Multilingual Abstract)

A Study on the Influences of Service Quality of Airlines on the Product Management of Travel Agencies




Chung, Jae Woo



Department of Tourism
The Graduate School
Gyeongju University




(Supervised by Professor Byun, Woo-Hee)

Each sector of tourism industry is absolutely indispensable in developing travel products. They are organically related when the products are made. Travel agencies purchase seats as intangibles, from airline companies to make and sell their travel packages. Travel agencies see the seats as a part of their products so they put their efforts to strengthen the relationship with airline companies to generate better quality travel products with lower price.
In this process, the product manager of a travel agency perceives the product quality of airline companies. As a travel agency is bound to the product quality of airline companies in re-purchasing seats and composing product contents, the product manager of a travel agency will adjust its product development and operation according to the service quality of airline companies that he/she knows, to reduce operation risks and increase profits. Based on the findings from my previous researches, this research is carried to find how the product quality of airline companies influences on the product management of travel agencies.
The purposes of this research are as follow:
Firstly, it is to find how the product manager/operator of a travel agency, which takes the largest proportion in sales channel of airline companies, distinguishes the sales service quality from other airline product qualities. Secondly, it is to see its effects on travel product development and operation as a result. To reach to the goal of the research, I grouped airline companies into two: Korean airline & Asiana airline as national and others as foreign. Travel agencies were selected within Daejeon Metropolitan cityand limitedto the ones which have overseas travel sales contract with airline companies.
To reach to the goal of this search, the hypotheses are set based on the findings of my previous researches on the product quality of airline companies, travel agencies and their products. To back up myhypotheses, 170 travel agents in the area were surveyed.
The summaries of the research are as follows:
First, the most influential factor in developing travel products in Asiana airlines was empathy, while tangibility was in foreign airline companies. Among all service qualities of airline companies, responsiveness appeared as the most important factor. Tangibility and responsiveness were found to influence in both national and foreign airline companies.
Second, among the factors that influence in deciding the destinations of travel products, tangibility appeared to be most influential and it was more obvious in Asiana airline than in others. Tangibility was also found as the key factor among all service quality factors of airline companies. Among the service qualities of airline companies that travel agents perceive, tangibility appeared to affect the most in deciding travel destinations in both national and foreign airline companies.
Third, among the factors that influence in adjusting departure schedule, reliability of Korean airline was found comparatively important in national airline companies while assurance was in foreign airline companies. Reliability was picked as the most important factor overall. Empathy in national airline companies, reliability and responsiveness in foreign airline companies appeared to influence greatly in adjusting departure schedule among the service qualities travel agents perceive.
Fourth, as service qualities that affects in lasting sales and adjusting the contents of travel products, empathy was found as the most important factor in Asiana airlines and foreign airlines and foreign airline companies tended to focus more on this. Among all service qualities of airline companies, empathy was number one factor. Tangibility in national airline companies, reliability and empathy in foreign airline companies were found to affect on deciding lasting sales of travel products.
Fifth, as a factor that affects in customer sales of travel products, tangibility was the number one in both Asiana airline and foreign airline companies. It also was foundas the most influential factor in all airlines. Tangibility was shown to influence on customer sales of travel product in both national and foreign airline companies.
Sixth, in terms of influencing on overall operation of travel products, tangibility appeared the most important factor in both Asiana airline & Korean air while responsiveness was inforeign airline companies. Responsiveness was picked as the most influential factor in all airline companies. Therefore it should be considered that tangibility, reliability, responsiveness, assurance and empathy of service qualities of airline companies influence in operating travel products.
In this research, it was proved that the service quality of airline companies was a factor of operating travel products. It also showed different level of expectations in service qualities among travel agents so some suggestions to raise competitiveness of airline services could be made.
On the other hand this research has limitations and problems.
First, the route and special characteristics in travel products have not reflected.
Second, there was no comprehensive research in sales service.
Third, there were no individual service quality measurements in foreign airline companies as they were grouped as one.
Fourth, there were only the data surveyed at that time without any other years' data to compare.
To resolve these, I would like to suggest some ways.
First, it is required that similar characteristic travel products from different airline companies should be researched together with regards of special seasonal demands.
Second, service factors that travel agents perceive should be recognized and researched.
Third, research & comparison among data should be done periodically so the research results would not be influenced by the relationship between airlines and agencies.

목차 (Table of Contents)

• 제 1 장 서 론 1
• 제 1 절 연구의 목적 1
• 1. 문제의 제기 1
• 2. 연구의 목적 4
• 제 2 절 연구의 범위와 구성 5
• 1. 연구의 범위 5
• 2. 연구의 구성 6
• 제 2 장 이론적 배경 8
• 제 1 절 서비스 품질의 개념 8
• 1. 서비스 품질의 개념 8
• 2. 서비스 품질의 유형 9
• 3. 서비스 품질의 현대적 특성과 측정도구 11
• 제 2 절 항공사 서비스 품질의 개념과 특성 23
• 1. 항공사 서비스 품질의 개념 23
• 2. 항공사 서비스 품질의 유형 27
• 3. 항공사 서비스 품질의 특성 및 유통 시스템 28
• 제 3 절 여행사의 상품 운영 및 항공사 선택 요인 30
• 1. 여행상품 운영 30
• 2. 여행상품 유통 35
• 3. 여행사의 항공사 선택 요인 39
• 제 3 장 연구설계 41
• 제 1 절 연구모형 및 가설의 설정 41
• 제 2 절 연구방법 43
• 제 3 절 설문지 구성 45
• 제 4 장 분석 및 결과 해석 46
• 제 1 절 표본의 특성 46
• 1. 표본의 선정 및 자료의 수집 46
• 2. 표본의 일반적 특성 47
• 제 2 절 항공사 서비스 품질 측정 변수의 타당도 및 신뢰도 49
• 1. 항공사 서비스 품질 측정 변수의 타당도 49
• 2. 항공사 서비스 품질 측정 변수의 신뢰도 50
• 제 3 절 항공사 서비스 품질 측정 요인과 여행상품 운영 변수간의 상관관계 분석 51
• 1. 아시아나항공의 서비스 품질요인과 여행상품 운영 51
• 2. 대한항공 서비스 품질요인과 여행상품 운영 52
• 3. 국외항공사 서비스 품질요인과 여행상품 운영 53
• 4. 전체항공사서비스 품질요인과 여행상품 운영 54
• 제 4 절 항공사 서비스 품질 측정 요인이 여행상품 운영에 미치는 영향도 분석 55
• 1. 여행상품 개발 시 구성요인에 미치는 영향 55
• 2. 여행상품 목적지 선정에 미치는 영향 57
• 3. 여행상품의 출발일정 조정에 미치는 영향 59
• 4. 여행상품의 지속 판매 의사 결정에 미치는 영향 60
• 5. 고객에 대한 여행상품 판매에 미치는 영향 62
• 6. 여행상품 전반에 미치는 영향 63
• 제 5 장 항공사 서비스 품질 및 여행상품 운영 65
• 제 1 절 항공사 서비스 품질 지각 65
• 1. 항공사별 서비스 품질 65
• 2. 항공사 서비스 품질 요인에 대한 지각 67
• 제 2 절 여행상품 운영에 대한 여행사 직원의 지각 75
• 1. 여행상품 구성요인 75
• 2. 목적지 선정 77
• 3. 출발 일정 조정 78
• 4. 지속 판매 의사결정 80
• 5. 고객에 대한 여행상품 판매 81
• 6. 여행상품 운영 전반 83
• 제 6 장 결 론 85
• 1. 연구 결과의 요약 및 시사점 85
• 2. 연구한계 및 향후 과제 89
• 참 고 문 헌 90
• 설 문 지 99
• ABSTRACT 103