항공사 판촉이벤트의 서비스품질과 고객가치 및 행동의도와의 영향관계 = The Relationship between Service Quality of Airline Sales Promotion Event, Customer Value and Behavioral Intention

다국어 초록 (Multilingual Abstract)

The purpose of this paper is not only to understand the concept of event service quality factor but also to identify the service experimental factor for the better measure of sales promotion event service quality. There was difference influence power in event service quality, the experimental factor is more important than prior service quality factors such as reliability, assurance, tangibles, empathy and responsiveness. Also, customer`s perceived value was influenced by their behavioral intention such as positive word-of-mouth, reusing intention and recommendation intention. In conclusion, this study is especially meaningful that experimental factor is more important than service quality factors and will help the airline marketing staff in charge to build up their strategy for maintaining customer.

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