정보기술을 활용한 항공사 여객 서비스 이용과 고객이 지각한 위험간의 관계 = (A) Study on the Customers' Perceived Risks of the Services through IT by Commercial Airlines

다국어 초록 (Multilingual Abstract)

In the 21st century of information and technology, highly integrated IT and high-tech service is required at the commercial airline industry. The use of IT and high-tech is increasingly perceived as an important factor in achieving competitiveness, so that the air industry must thoroughly gain competitiveness by employing the IT and high-tech as a locomotive for effective marketing strategies and raising its business standards.
In this study, the relationship between the services by commercial airlines through IT ＆ high-tech and the perceived risks by customers are examined by empirical analyses, also the moderating effect of customer characteristics on the relationship is investigated. The sample of this study consisted of Korean, Japanese, English speaking passengers.
The results can be summarized as follows:
First, the relationship between the customers perceived risks and IT ＆ high-tech service shows cost effective correlation with risk factors of 'psychological risk' and 'performance risk' and IT factors such as 'reservation of airline tickets via the internet''searching information using airline websites', and 'purchasing tickets via the internet'.
Second, regarding the role of customers behaviors, the 'financial risks' and 'time-loss risks' rather than taking into awareness on the 'need for cognition' and 'self-monitoring', were found to be related with services such as 'e-tickets' and 'purchasing of tickets via the internet' 'high-speed internet access on board the airline' and 'mobile SMS'.
Third, regarding the moderating roles of customers characteristics: Koreans have shown sensitiveness towards 'risks related to performance and time', whereas passengers from Europe, Japan, America, and other parts of the world have shown sensitiveness towards 'psychological risks' and 'performance risks'. When analyzing by using people's age, customers who were below the age of 29 showed sensitiveness in 'financial risks' and showed interests in using a variety of airline services which are stated above. Customers who were over the age of 40 have shown sensitivity in 'performance risk' and were willing to use the service which allows you to reserve and buy airline tickets via the internet.
The following implications are suggested from the aforementioned results:
First, the airline websites should facilitate the process of booking airline tickets and the websites should provide necessary information for the customers. The websites need to provide good information followed by current information and updates. Through adequate utilization of sitemaps all information should be organized in a way in which people can easily search information.
Second, in order to maximize the utilization of e-tickets, GDS and other airliners should take into consideration e-tickets.
Third, airlines should seek union with online travel agencies and form a coalition of portal travel sites. Plus, airliners themselves should create a portal site which can interconnect other airliners apart from themselves. This can contribute towards effective distribution of airliners.
Fourth, airliners should investigate the customers preferences and profiles and then analyze the risks perceived by the customers. A new service should be devised to solve the risks that are discerned by the customers. Also airliners should implement the use of direct marketing strategies by utilizing the information given by the FFP and information retrieved from the customers.
Finally, airliners should broaden the cyber network by utilizing the wireless internet reservation and purchasing methods. This can be done by analyzing and giving integrated customer service through the use of mobile phones and PDA's, which can be maximized by online marketing.

목차 (Table of Contents)

• 목차 = ⅰ
• 제1장 서론 = 1
• 제1절 문제의 제기 = 1
• 제2절 연구의 목적 = 4
• 제3절 연구의 방법 및 범위 = 6
• 제2장 이론적 배경 = 9
• 제1절 정보기술을 활용한 항공사 여객 서비스 = 9
• 1. 항공 서비스의 개념과 특성 = 9
• 2. IT를 활용한 항공사 여객 서비스 = 13
• 3. High-Tech을 활용한 항공사 여객 서비스 = 34
• 4. IT를 활용한 항공사 여객 서비스에 관한 선행연구 = 44
• 제2절 지각위험 = 47
• 1. 지각위험의 개념 = 47
• 2. 지각위험의 유형 = 49
• 3. 소비자의 지각위험감소행동 = 51
• 제3절 고객개성 = 56
• 제4절 IT 및 High-Tech을 활용한 항공사 여객 서비스와 지각위험 및 고객개성간의 관계 = 64
• 1. 고객이 지각하는 위험과 IT 및 High-Tech을 활용한 항공사 여객 서비스 관계 = 64
• 2. 고객개성에 따른 지각위험과 IT 및 High-Tech을 활용한 항공사 여객 서비스 관계 = 65
• 3. 고객특성에 따른 지각위험과 IT 및 High-Tech을 활용한 항공사 여객 서비스 관계 = 65
• 제3장 연구설계 = 66
• 제1절 연구모형 및 연구가설 = 66
• 1. 연구 모형 = 66
• 2. 연구 가설 = 67
• 제2절 조사설계 = 69
• 1. 표본설계 = 69
• 2. 조사도구 개발 = 70
• 3. 분석방법 = 74
• 제4장 실증 분석 = 75
• 제1절 표본의 인구통계적 특성 및 일반적 사항 = 75
• 제2절 가설검증을 위한 예비분석 = 77
• 1. 지각위험에 대한 요인분석 = 77
• 2. 고객개성에 대한 요인분석 = 79
• 제3절 고객개성에 대한 군집화 = 81
• 제4절 연구가설의 검증 = 83
• 1. 지각위험과 IT를 활용한 항공사 여객 서비스 이용간의 상호관계 = 83
• 2. 지각위험과 항공사 High-Tech 서비스 이용의도간의 상호관계 = 86
• 3. 고객개성에 따른 지각위험과 IT를 활용한 항공사 여객서비스 이용간의 상호관계 = 88
• 4. 고객개성에 따른 지각위험과 항공사 High-Tech 서비스 이용간의 상호관계 = 92
• 5. 고객특성에 따른 지각위험과 IT를 활용한 항공사 여객서비스 이용간의 상호관계 = 96
• 6. 고객특성에 따른 지각위험과 항공사 High-Tech 서비스 이용의도간의 상호관계 = 108
• 7. IT를 활용한 항공사 여객서비스 이용과 항공사 High-Tech 서비스 이용의도간의 상호관계 = 119
• 제5절 시사점 및 제언 = 125
• 제5장 결론 = 133
• 제1절 연구의 요약 = 133
• 제2절 연구의 한계점 및 향후 연구방향 = 137
• 참고문헌 = 140
• 설문지 = 149
• Abstract = 164