저비용항공사의 e-CRM활동이 브랜드이미지, 고객만족과 브랜드충성도에 미치는 영향 연구

• 영문명: The Influence on the Brand Image, Customer Satisfaction and Brand Loyalty by Low Cost Carrier's e-CRM Activity
• 발행기관: 관광경영학회
• 저자명: 이기성 이제억
• 간행물 정보: 『관광경영연구』제19권 제3호, 219~241쪽, 전체 23쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2015.07.31

영문 초록

The purpose of this study is to present the way to activate e-CRM for increasing brand loyalty of low cost carriers by actual analysis to find out various factors of low cost carrier's e-CRM system and how those factors such as e-marketing, e-sales and e-service influence on brand loyalty. Implication of empirical study based upon hypothesis verification is as follows. First, e-service, e-marketing and e-sales were in the order to show positive influence on brand image of low cost airlines. Second, e-sales, e-service and e-marketing were in the order to show positive influence on customer satisfaction. Third, e-service and e-sales were in the order to show positive influence on brand loyalty. Fourth, common factors to influence on brand image, customer satisfaction and brand loyalty are e-service and e-sales. Especially, e-service factor is the most influential factor to influence on brand image and brand loyalty. Fifth, as a result of verifying cause-and-effect relationship model, e-CRM activities of low cost airlines had positive effect on customer satisfaction, brand image on brand loyalty, customer satisfaction on brand loyalty. Except e-marketing factor, other attributes of e-CRM positively influenced on brand image. It means that improving brand image and customer satisfaction enable low cost airlines to increase brand loyalty.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

Low Cost Carrier e-CRM Brand Image Customer Satisfaction Brand Loyalty