항공사 ARS(Automated Response System) 상담원 품질, ARS 서비스 만족, 브랜드 전환 의도간 구조적 관계 고찰

• 영문명: An examination of the structural relationships between ARS representative quality of domestic airlines, ARS service satisfaction, and brand switching intention
• 발행기관: 한국관광학회
• 저자명: 玄龍豪
• 간행물 정보: 『관광학연구』제35권 제9호, 445~464쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2011.11.30

영문 초록

Recognition of the importance of automated response service(ARS) is increasing as the competition of the airline industry becomes more intense. This study examined the structural relationships between customers' evaluation on the ARS quality of the Korea domestic airline industry, ARS service satisfaction, and brand switching intention. ARS quality were measured in terms of four different dimensions(i..e, adaptiveness, assurance, empathy, authority). Data were collected from 366 tourists of Jeju island on September 2010. Results of sequential chi-square difference tests showed that a structural model including a path from authority to brand switching intention was chosen as a better model rather than the initial research model proposed by this study. More specifically adaptiveness and assurance dimensions of the ARS quality had significant positive effects on ARS service satisfaction. Results also revealed that, while the authority dimensions of ARS quality had a direct influence on brand switching intention, there was a negative influence of ARS service satisfaction on brand switching intention.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론

참고문헌

키워드

ARS 상담원 품질 ARS 서비스만족 브랜드 전환의도 ARS quality of call-center representatives ARS service satisfaction Brand switching intention