항공사 서비스품질평가에 따른 고객의 만족ㆍ불만족 행동분석에 관한 연구 : 우리 나라 국적 항공사를 중심으로

다국어 초록 (Multilingual Abstract)

According to the diverse change of international environment such as privatization, liberalization, and globalization, the multinational conventions and the strategic alliances have been circulating throughout the air service industry and a number of multinational airlines have been put into operation between countries and Seoul.
Our national flag carriers(Korean Air and Asiana airlines) need to establish diversified strategic system to survive and strengthen its competitiveness under the liberalizing air service market. Thus the analysis of the customer satisfaction and dissatisfaction behavior(such as complaint behavior and choice behavior) for the quality of airline services is considered to be an important measure in competitiveness, And so this paper is to study the establishment of strategic service system for our national flag carrier.
Detailed study objectives are as follows:
1. Analyzing the differences of dissatisfaction behavior for air passengers, who are using national flag carrier, according to demographic characteristics and the characteristics of travel.
2. Analyzing the differences of the satisfaction and dissatisfaction factors between national flag carrier and other foreign airlines.
3. Analyzing the choice behavior(repurchasing intentions) according to the degree of general service satisfaction.
4. Analyzing the relations with choice behavior according to the type of complaint behavior.
The survey of national flag carrier users was conducted from 1 August by 31 August, 2000. This questionnaire was addressed to the respondents who have boarded on the plane based on Los Angeles, New York, and San Francisco.
The surveys were divided into evenly, to passengers on the return flight and seating classes. A total of 286(95.3%) valid responses out of 300(Korean Air 150/ Asiana Airlines 150) samples were analyzed. The Self-Administered Questionnaire was conducted and statistical methods such as frequency analysis, t-Test, Chi-Square Test with SPSS/PC+ 9.0 were used.
The overall result is as follows:
First, there is no significance for complaint behavior among demographic variables which is sex, occupation, age, educational level, yearly income and marital status but there are differences according to the passengers nationality.
Because this survey is a case of the US area, so it is mostly concentrated on Koreans and Americans, and few other countries. Therefore divided with three country enlargely for analysis. Analysis result, America and other country nationality has shown more active complaint behavior than Koreans.
And there are significant differences of complaint behavior for service according to the companion types of travel. Friend/companion travel, family travel, traveling oneself show high level of passive reaction that of tolerance. On the contrary, Active reaction of the complaint behavior is responded from the group tour, other tour, individual tour.
But other characteristics of travel, such as the purpose of travel, frequency of travel, grade of seating class had no significance for complaint behavior.
Second, the overall service satisfaction for both national flag carriers and other foreign airlines is shown significant differences. The overall service satisfaction for the national flag carriers were higher than other foreign airlines. The average of foreign airline were 3.50 and our national flag carrier was 3.65. And the detail factor of service satisfaction of both airlines are shown to have significant differences in reservation service, cabin service, meal service and in flight sales service for the national flag carriers. Between other detail factors of service satisfaction, there is no significant differences, but punctuality(on-time operation), the convenience of flight schedule, in-flight entertainment service, frequent flyer program is shown to be low on level of average satisfaction.
Third, the choice behavior(repurchasing intention) according to the degree of general service satisfaction is shown to be different. The repurchasing intentions were 'probably use' or 'definitely use', it followed a high level of service satisfaction. Therefore, if the service satisfaction is high, and the repurchasing intentions of choice behavior will be high responded.
Forth, There was no significance in the relation with choice behavior according to the type of complaint behavior.
The conclusions reveal the following implications:
Firstly, the nature of the air transportation industry is such that the airlines transport the people of the nation. This makes it essential that airlines grasp the needs and wants of their customers. It is also important in the airline industry to understand cultural differences in this environment. People from the United States and persons of other nationalities have shown the tendency to show higher complaint behavior such as requests for compensation and attempts to solve problems. Therefore, it is important to show greater care to multinational passengers using national carriers. In order to do this, service plays an important role in each area whether it is interaction with ground staff or cabin attendants. Employees must cultivate better language ability for effective communication because they are in constant contact with customers as frontline employees.
Secondly, customers in a group tour are also likely to show complaint behavior. There are many types of group passengers in airline operations. It is for this precise reason that a systematic setup is in place for the handling of these types of passengers. Our national carriers are introducing a yield management system which is able to consider the various needs and characteristics of customers, with differences of service and price taken into consideration. In addition, when solving problems and complaints, it is necessary to handle these promptly and courteously. Employees must see things from the customer's point of view, and check with the manual for handling complaints in a systematic and effective manner.
Customer evaluation of service quality is not based on solely one factor.
Even if customers are satisfied with the end result, they may still feel dissatisfied with the service process. This leaves a sense of dissatisfaction with the overall service. Continuing and ongoing airline services such as reservations, ticketing, departures, cabin experience and arrivals are part of the same service flow. If any factor of service is poor, it may result in poor service evaluation.
Customer dissatisfaction with service in the liberal airline market can be a major obstacle for airline management. Therefore, in order to enhance the competitiveness of national carriers, it is essential to pursue innovations in personal service as well as the material services.

목차 (Table of Contents)

• I. 서론 = 1
• 1. 문제의 제기 = 1
• 2. 연구의 목적 = 3
• 3. 연구의 방법 및 범위 = 4
• II. 이론적 고찰 = 7
• 1. 항공운송 서비스 = 7
• 2. 서비스 품질과 항공운송 품질속성 = 16
• 3. 고객만족 이론 = 24
• 4. 항공서비스 만족도에 대한 선행연구고찰 = 37
• III. 연구모형 설정 = 43
• 1. 연구모형의 설정 = 43
• 2. 가설의 설정 = 46
• 3. 조사의 설계 = 48
• IV. 실증분석 = 52
• 1. 자료의 분석 = 52
• 2. 가설 검증 결과 = 57
• 3. 분석결과의 정리 = 71
• V. 결론 = 73
• 1. 연구의 요약 = 73
• 2. 연구의 시사점 = 76
• *참고문헌 = 81
• *부록(설문지) = 88
• *ABSTRACT = 100