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베트남 항공사의 서비스 품질, 브랜드 동일시, 브랜드 감정, 브랜드 충성도 간의 영향 관계 -브랜드 감정의 매개효과 검증-
부응티뉴,최규환 한국외식산업학회 2022 한국외식산업학회지 Vol.18 No.3
This study conducted an empirical analysis through a survey to understand the relationship between service quality and brand identification, brand sentiment, and brand loyalty of Vietnamese airlines. The survey was conducted from January to February 16, 2022. A total of 246 questionnaires were collected and used for analysis. The results of this study are as follows. First, airline service quality consisted of 22 measurement items, classified into three factors: human service quality, material/responsive service quality, and certainty. Second, it was found that, among service quality, human service and material/response service positively affected brand identification but certainly did not affect brand identification. Third, it was founded that the causal relationship between brand identification and brand emotion, and fourth, it was founded that the causal relationship between identification and brand loyalty. Lastly brand emotion has a positive effect on brand loyalty, and finally, brand emotion plays a mediating role between brand identification and brand loyalty.