항공사의 확장된 서비스스케이프가 브랜드 충성도에 미치는 영향 연구

• 영문명: The Effect of Airlines’ Expanded Service-scape on Brand Royalty
• 발행기관: 관광경영학회
• 저자명: 이시내
• 간행물 정보: 『관광경영연구』제24권 제6호, 507~526쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2020.11.30

영문 초록

This study aimed to provide the direction and practical implications of strategic marketing necessary to maximize the competitiveness of airlines by identifying the interrelationships between the physical and social environments, perceived service values, customer satisfaction and brand loyalty of airlines. This study distributed a total of 360 copies through the online research platform Google Docs and offline, and used 322 copies for demonstration analysis. First, the analysis shows that the physical and social environment of the airline service-scape has a unique impact on both perceived service value. Second, the perceived service value has a significant influence on customer satisfaction and brand loyalty. Third, customer satisfaction was shown to have a significant impact on brand loyalty. In order to increase airline sales, the physical and social environment of the airline's service-scape should be well managed to ensure that customers are positively aware of the value of the service, thereby increasing brand loyalty and creating continuous repeat customers. This study is meaningful in that it theoretically suggested the need for service-scape scalability at a time when interest in social service-scape is increasing, and that it provided practical implications for securing a competitive advantage for airlines.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계와 방법

Ⅳ. 실증분석

Ⅴ. 결 론

참고문헌

키워드

Airlines‘ Expended Servicescape Perceived Service Value Customer Satisfaction Brand Royalty