모바일 항공 앱 서비스품질이 가격민감도, 구매의도에 미치는 영향

• 영문명: The Effect of Service Quality of Mobile Air Ticketing App on the Price Sensitivity and Purchase Intention; With MOBISQUAL Model
• 발행기관: 관광경영학회
• 저자명: 한인기
• 간행물 정보: 『관광경영연구』제23권 제6호, 673~694쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2019.11.30

영문 초록

The purpose of this study is to figure out way to effective service marketing strategy in order to improving service quality and management performance of the mobile air ticketing service industry. For the purpose of the study, MOBISQUAL was adopted as measurement scale for service quality in this study and then two main hypotheses were tested. First, the effects of service quality of mobile air ticketing app on the price sensitivity. Second, the effects of service quality of mobile air ticketing app on the purchase intention. The empirical survey was conducted between May 15 and June 15, 2019 on 400 mobile air ticketing app users, and 379 valid questionnaires were analyzed. The analysis has found the following. Service delivery, service environment that construct MOBISQUAL has negatively effect on the price sensitivity. On the other side, service delivery, service environment that construct MOBISQUAL has positively effect on the purchase intention. Therefore, this study suggests that the mobile air ticketing service marketer should more respond to customer's need of information, and it should be providing of personalized service for reduce the customer's price sensitivity and stimulate the purchase intention.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결 론

참고문헌

키워드

Service Quality MOBISQUAL Price Sensitivity Purchase Intention