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항공사의 브랜드충성도에 영향을 미치는 요인들에 관한 연구 - 항공사 서비스수상제도를 중심으로 -
양지혜,김영택 한국서비스경영학회 2011 서비스경영학회지 Vol.12 No.3
The purpose of this study was to examine the influence of winning of service awards upon the increase of brand assets and brand loyalty in order to find out marketing data in the future and establish strategies for the construction of a stronger brand asset in a competitive society. For this, the investigator collected data from consumers who had experience in the use of international flights recently and then carried out an empirical analysis on it. Study findings are as follows: First, the awareness of service award systems had significant influence upon brand awareness, brand image and perceived quality. Second, brand awareness had no significant influence upon brand loyalty. Third, brand images had significant influence upon brand loyalty. Fourth, perceived quality had significant influence upon brand loyalty.