항공동맹의 브랜드 신뢰도가 브랜드 자산, 브랜드 만족 및 브랜드 충성도에 미치는 영향 : 전환비용의 조절효과를 중심으로 = The Impact of Brand Credibility, Brand Equity and Brand Satisfaction on Brand Loyalty towards Global Airline Alliances: The Moderating Effects of Switching Cost

다국어 초록 (Multilingual Abstract)

It has been a key strategy to use global airline alliances in the airline business. In order to prove the relationship between brand credibility and brand loyalty of global airline alliances, this research suggests a conceptual model. This research found that brand equity had a positive impact toward brand satisfaction and brand loyalty, and also brand satisfaction and brand loyalty had a positive relationship. Another important finding was to verify the moderating effects in the relationship between brand equity-brand loyalty and brand satisfaction-brand loyalty. From the analysis results, it can be said that switching cost plays an important role in the global airline alliance environment. The data of this research confirms that the global alliance brand improves a brand of a member company and strengthens its own brand in the world airline industry. Also, brand credibility has an important role in customer relationship management.

국문 초록 (Abstract)

세계 항공시장에서 항공동맹은 중요한 브랜드 전략으로 이용되고 있다. 이에 이 연구는 항공동맹의 브랜드 신뢰도와 브랜드 충성도의 관계를 검증하기 위해 개념적 모델을 제시하였으며, 구조모형분석을 통해 항공동맹의 브랜드 신뢰도, 브랜드 자산, 브랜드 만족 및 브랜드 충성도의 긍정적인 관계를 검증하였다. 이 결과로 브랜드 신뢰도가 고객관계관리에 있어 중요한 역할을 하는 것을 확인하였다. 또한, 브랜드 자산과 브랜드 충성도의 관계, 브랜드 만족과 브랜드 충성도의 관계에서 전환비용의 조절효과 분석을 통해 항공동맹에서 전환비용의 중요성을 확인하였다. 이 연구는 소비자 관점에서 항공동맹의 브랜드를 연구하였다는데 학술적 의미가 있으며, 항공사의 브랜드 마케팅 관점에서 실무적 시사점을 제공한다. 항공사가 항공동맹의 회원사인 것을 홍보하는 마케팅 전략은 좋은 마케팅 전략이 될 것이다.

참고문헌 (Reference)

1 이태희, "항공사의 브랜드 관계 품질, 만족도, 충성도 간 영향관계 및 이용객 특성에 관한 연구" 한국서비스경영학회 12 (12): 27-50, 2011

2 서효원, "항공사의 마케팅커뮤니케이션 활동이 브랜드 자산과 브랜드 충성도에 미치는 영향에 관한 연구" 관광경영학회 22 (22): 583-601, 2018

3 정윤지, "항공사 기내서비스 품질이 고객만족과 충성도에 미치는 영향: 국내 대형항공사와 저비용항공사의 비교연구" 한국관광연구학회 31 (31): 215-228, 2017

4 서용구, "패밀리 레스토랑 브랜드의 성적 개성이 고객의 브랜드 자아동일시와 관계만족 및 브랜드 충성도에 미치는 영향" 한국관광학회 32 (32): 143-166, 2008

5 노정희, "커피전문점의 문화마케팅에 따른 브랜드 자산과 충성도 간의 구조모형 분석" 한국관광학회 35 (35): 201-223, 2011

6 김도희, "브랜드 개성이 소비자-브랜드 관계와 소비자만족 및 브랜드 충성도에 미치는 영향 -스타벅스를 중심으로-" 한국관광학회 38 (38): 75-100, 2014

7 윤선미, "베이커리카페의 서비스 품질이 고객만족과 행동의도에 미치는 영향 - 대체매력의 조절효과와 브랜드 이미지의 매개효과를 중심으로 -" 한국관광학회 39 (39): 141-161, 2015

8 김송이, "게스트하우스의 상호작용과 물리적 환경 품질이 만족도 및 충성도에 미치는 영향 -외래관광객을 중심으로-" 한국관광학회 41 (41): 137-157, 2017

9 Jones, M. A., "Why customers stay : Measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes" 55 (55): 441-450, 2002

10 Oliver, R. L., "Whence consumer loyalty?" 63 (63): 33-44, 1999

11 Chuah, S. H. W., "What drives Gen Y loyalty? Understanding the mediated moderating roles of switching costs and alternative attractiveness in the value-satisfaction-loyalty chain" 36 : 124-136, 2017

12 Weber, K., "Travelers’ perceptions of airline alliance benefits and performance" 43 (43): 257-265, 2005

13 Jung, J., "Travelers' switching behavior in the airline industry from the perspective of the push-pull-mooring framework" 59 : 139-153, 2017

14 Till, B. D., "Toward effective use of cause-related marketing alliances" 9 (9): 472-484, 2000

15 Shang, R. A., "The value of participation in virtual consumer communities on brand loyalty" 16 (16): 398-418, 2006

16 Kim, M. K., "The role of multidimensional switching barriers on the cognitive and affective satisfaction-loyalty link in mobile communication services : Coupling in moderating effects" 87 : 212-223, 2018

17 Devesa, M., "The role of motivation in visitor satisfaction : Empirical evidence in rural tourism" 31 (31): 547-552, 2010

18 Klein, B., "The role of market forces in assuring contractual performance" 89 (89): 615-641, 1981

19 Bowen, J. T., "The relationship between customer loyalty and customer satisfaction" 13 (13): 213-217, 2001

20 Jeng, S. P., "The influences of airline brand credibility on consumer purchase intentions" 55 : 1-8, 2016

21 González-Mansilla, Ó., "The impact of value co-creation on hotel brand equity and customer satisfaction" 75 : 51-65, 2019

22 Bougoure, U. S., "The impact of service failure on brand credibility" 31 : 62-71, 2016

23 Erdem, T., "The impact of brand credibility on consumer price sensitivity" 19 (19): 1-19, 2002

24 Sahin, A., "The effects of brand experiences, trust and satisfaction on building brand loyalty : An empirical research on global brands" 24 : 1288-1301, 2011

25 Sweeney, J., "The effects of brand credibility on customer loyalty" 15 (15): 179-193, 2008

26 Zou, L., "The effect of codesharing alliances on airline profitability" 58 : 50-57, 2017

27 Baek, T. H., "The differential roles of brand credibility and brand prestige in consumer brand choice" 27 (27): 662-678, 2010

28 Han, H., "Switching intention model development : Role of service performances, customer satisfaction and switching barriers in the hotel industry" 30 (30): 619-629, 2011

29 Gefen, D., "Structural equation modeling and regression : Guidelines for research practice" 4 (4): 7-, 2000

30 Keller, K., "Strategic brand management : Global edition" Pearson Higher Ed 2013

31 Matzler, K., "Risk aversion and brand loyalty : The mediating role of brand trust and brand affect" 17 (17): 154-162, 2008

32 López-Bonilla, J. M., "Research note : Positioning strategies of global airline alliances from the consumer's perspective" 19 (19): 203-208, 2013

33 Foroudi, P., "Perceptional components of brand equity : Configuring the symmetrical and asymmetrical paths to brand loyalty and brand purchase intention" 89 : 462-474, 2018

34 Hair, J. F., "Multivariate data analysis : Pearson new international edition" Pearson Higher Ed 2013

35 Barroso, C., "Multi-dimensional analysis of perceived switching costs" 41 (41): 531-543, 2012

36 Aaker, D. A., "Measuring brand equity across products and markets" 38 (38): 102-120, 1996

37 Colicev, A., "Is investing in social media really worth it? How brand actions and user actions influence brand value" 8 (8): 152-168, 2016

38 Lin, Y. H., "Innovative brand experience's influence on brand equity and brand satisfaction" 68 (68): 2254-2259, 2015

39 Shukla, P., "Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions : Measuring interfunctional interactions and a cross-national comparison" 46 (46): 242-252, 2011

40 "IATA"

41 Voorhees, C. M., "Fool’s gold? Assessing the impact of the value of airline loyalty programs on brand equity perceptions and share of wallet" 56 (56): 202-212, 2015

42 Baek, T. H., "Exploring the consequences of brand credibility in services" 25 (25): 260-272, 2011

43 Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error" 18 (18): 39-50, 1981

44 Till, B. D., "Endorsers in advertising : The case of negative celebrity information" 27 (27): 67-82, 1998

45 Zeithaml, V. A., "Driving customer equity : How customer lifetime value is reshaping corporate strategy" Simon and Schuster 2001

46 Wang, S. W., "Do global airline alliances influence the passenger's purchase decision?" 37 : 53-59, 2014

47 Mathew, V., "Direct and indirect effect of brand credibility, brand commitment and loyalty intentions on brand equity" 10 (10): 73-82, 2012

48 Anderson, Eugene W., "Customer satisfaction and shareholder value" 68 (68): 172-185, 2004

49 Shankar, V., "Customer satisfaction and loyalty in online and offline environments" 20 (20): 153-175, 2003

50 Pizam, A., "Customer satisfaction and its measurement in hospitality enterprises : A revisit and update" 28 (28): 2-35, 2016

51 Nassar, M. A., "Customer satisfaction and hotel brand equity : A structural equation modelling study" 5 (5): 144-162, 2017

52 Hennig-Thurau, T., "Customer orientation of service employees : It’s impact on customersatisfaction, commitment and retention" 15 (15): 460-478, 2004

53 Wang, S. W., "Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector" 60 : 10-17, 2017

54 Jung, J., "Consumer-based brand equity comparisons among Americans and South Koreans in the USA and South Koreans in Korea" 12 (12): 24-35, 2008

55 Burnham, T. A., "Consumer switching costs : A typology, antecedents and consequences" 31 (31): 109-126, 2003

56 Gammoh, B. S., "Consumer evaluation of brand alliance signals" 23 (23): 465-486, 2006

57 Keller, K. L., "Conceptualizing, measuring, and managing customer-based brand equity" 57 (57): 1-22, 1993

58 Spry, A., "Celebrity endorsement, brand credibility and brand equity" 45 (45): 882-909, 2011

59 Keller, K. L., "Brands and branding : Research findings and future priorities" 25 (25): 740-759, 2006

60 Keller, K. L., "Brand synthesis : The multidimensionality of brand knowledge" 29 (29): 595-600, 2003

61 Chung, Y. S., "Brand relationship between global airline alliances and their member airlines" 55 : 222-233, 2016

62 Rather, R., "Brand loyalty with hospitality brands : The role of customer brand identification, brand satisfaction and brand commitment" 1 (1): 79-86, 2016

63 Dwivedi, A., "Brand experience and consumers’ willingness-to-pay(WTP)a price premium : Mediating role of brand credibility and perceived uniqueness" 44 : 100-107, 2018

64 Nam, J., "Brand equity, brand loyalty and consumer satisfaction" 38 (38): 1009-1030, 2011

65 Erdem, T., "Brand equity as a signaling phenomenon" 7 (7): 131-157, 1998

66 Erdem, T., "Brand credibility, brand consideration, and choice" 31 (31): 191-198, 2004

67 Mazodier, M., "Beyond brand attitude : Individual drivers of purchase for symbolic cobranded products" 67 (67): 1552-1558, 2014

68 Chen, C. F., "Airline brand equity, brand preference and purchase intentions : The moderating effects of switching costs" 14 (14): 40-42, 2008

69 Tiernan, S., "Airline alliance service quality performance : An analysis of US and EU member airlines" 14 (14): 99-102, 2008

70 Ghorban, Z. S., "A study on effect of brand credibility on word of mouth : With reference to internet service providers in Malaysia" 4 (4): 26-, 2012