국내선항공 이용고객에게 지각된 가치 이미지가 고객만족에 미치는영향 = (The) Influence of Values and Image perceived by the Nation's Airlines' Customers on Customers' Satisfaction

다국어 초록 (Multilingual Abstract)

The nation's airline transportation market is now under limitless competition against world wide airline companies. Airline companies are now putting forth a lot of work in customer service which demands high cost and cost competition to accommodate customers. However, these severe competitions made the policy based on the lower cost useless since other competitors are rapidly accepting the same policy.
Therefore airline companies are changing their marketing strategies by establishing various methods of intensifying competition, such as developing customer oriented product, in-flight service and individual conveniences which can differentiate itself from competitors and improve image of its own company.
And also, what is keenly demanded to the nation's airlines to compete against enormous sized advanced airlines in the world under severe competition is that the airline have to develop customers' reaction through their satisfaction which can be airline's own asset and long term and competitive resources.
Newman and Werbel(1973) researched and published that customers' satisfaction induces their re-buying and the rate of re-buying of those who experience dissatisfaction is lower than that of those who experience satisfaction.
Customer reaction could be an important element to attain firm competition superiority over competitors which can be achieved through marketing efforts.
Those theses previously written about airline companies have been mostly on the field of airline service, customer satisfaction, attribute of airline selection, system of frequent users and customer loyalty, inquiry and evaluation on airline service and so on.
These researches lack somewhat the point which element exerts important influence on customers' reaction among various perceived values and factors of airline image shown to customers.
Therefore, this thesis is to know what kind of relations they have - the nation's airline users' perceived values, primary factors of image and customers' satisfaction and customers' reaction - from positive research for the nation's airlines to be able to attain competition superiority and to cope with the competition in the global airline market.
The purpose of this research is to examine what are the main factors that constitute the airline's perceived values and images and to look into a model which enables us to study systematically what influences those factors exert on and to study positively and analyze into the relations between the variables that exist in them.
Summing up the result analyzed in this research, I could present suggestions as follows.
Firstly, systematical methods should be worked out to provide higher quality of service which demands more financial and time investment in order to make customers satisfied due to the perceived values.
Secondly, airlines should show more interest not only in the contents and kinds of in-flight service but in the general image of the airlines formed to the customers outwardly.
Thirdly, considering the research that the level of customers' satisfaction influences on their re-buying and positive oral circulation, it is estimated that it is more effective for the airlines to keep good relation with existing customers than to create new customers to maximize management profit.

목차 (Table of Contents)

• 목차 = ⅰ
• Ⅰ. 서론 = 1
• 1. 연구배경 = 1
• 2. 연구목적 = 2
• 3. 연구방법 및 구성 = 3
• 1) 연구의 방법 = 3
• 2) 연구의 구성 = 4
• Ⅱ. 이론적 배경 = 6
• 1. 항공운송산업 = 6
• 1) 우리나라의 항공운송산업 = 6
• 2) 항공운송실적 = 6
• 3) 국적항공사의 경영성과 = 7
• 2. 지각된 가치 = 8
• 1) 가치의 개념 = 8
• 2) 지각된 가치의 개념 = 11
• 3. 항공사의 이미지 = 14
• 1) 이미지의 개념 = 14
• 2) 이미지의 중요성 = 18
• 4. 고객만족 = 20
• 1) 고객만족의 개념 = 20
• 2) 고객만족의 측정방법 = 22
• 5. 고객반응 = 23
• 1) 재 구매 행동의 개념과 유형 = 23
• 2) 재 구매 행동 모델 = 24
• 3) 구전의 개념과 중요성 = 26
• 4) 구전의 의사소통 모델 = 26
• 6. 선행연구 검토 = 28
• 1) 지각된 가치와 고객만족 = 28
• 2) 이미지와 고객만족 = 29
• 3) 고객만족과 고객반응 = 30
• Ⅲ. 연구모형과 가설의 설정 = 33
• 1. 연구모형의 설계 = 33
• 2. 가설의 설정 = 34
• 1) 지각된 가치와 고객만족의 관계 = 34
• 2) 이미지와 고객만족의 관계 = 35
• 3) 고객만족과 재 구매 행동의 관계 = 36
• 4) 고객만족과 긍정적 구전의 관계 = 36
• 3. 변수의 조작적 정의 = 37
• 1) 지각된 가치 = 38
• 2) 이미지 = 38
• 3) 고객만족 = 39
• 4) 고객반응 = 39
• Ⅳ. 실증분석 = 40
• 1. 조사설계 = 40
• 1) 조사대상과 조사방법 = 40
• 2) 설문지의 구성 = 40
• 3) 분석의 방법 = 41
• 2. 조사결과의 분석 = 42
• 1) 표본의 특성 = 42
• 2) 신뢰도 및 타당성 검증 = 44
• 3. 가설의 검증 = 49
• 4. 분석결과의 해석 = 55
• Ⅴ. 결론 = 57
• 1. 연구의 요약 = 57
• 2. 연구의 시사점 = 58
• 3. 연구의 한계 및 미래의 연구 = 60
• 참고문헌 = 61
• Abstract = 68
• 설문지 = 71