항공사 서비스품질과 고객만족과의 관계에서 자아표현성 및 FSC/LCC의 조절 효과

Abstract

This study aims to investigate influence of airline service quality, customers' perceived value and image of airlines on customer satisfaction and regulatory effects of self-expressiveness and FSC(Full Service Carrier)/LCC(Low-Cost Carrier). Firstly, this study explores service quality of airlines, perceived value, image of airlines, customer satisfaction, self-expressiveness and FSC/LCC theoretically and then defines correlation between the variables. Secondly, this study examines regulatory effects of customers' self-expressiveness and FSC/LCC in the relationship between airline service quality and customer satisfaction. Thirdly, suggestions for marketing strategies of airlines will be made for better service quality and customer satisfaction based on findings of this study. Questionnaires includes 22 questions about service quality, 8 questions about perceived value which is a mediator variable and 8 questions about image of airlines in order to use service quality as an independent variable of analyzing instruments. Exploratory and confirmatory factors and reliability are analyzed for high validity and reliability of analyzing instruments. 6 questions about customer satisfaction as a dependent variable, 8 questionsabout self-expressiveness as a moderator variable and 4 questions about FSC/LCC are included in the questionnaires to assess them. Factors and reliability are analyzed for high validity and reliability. Especially, interrelations, Average Variance Extracted(AVE) and the goodness of fit between factors obtained through the confirmatory factor analysis are investigated. A structural model for the factors is created and the suitability of the research model is surveyed in order to understand influencing relationship. Structural equation analysis is done for hypothesis verification which evaluates the influencing relationship in each route of the model and understand differences by airline service types and ticket purchase patterns. Conclusions are drawn from the research into direct and regulation effects based on an empirical study. First, service quality of airlines and customers' perceived value are positively correlated. Results are similar in personal and social self-expressiveness while they are different by airline types(FSC/LCC). Second, service quality and image of airlines are positively correlated. Results are different in personal and social self-expressiveness while they are similar by airline types(FSC/LCC). Third, perceived value and image of airlines are positively correlated. Results are different in personal and social self-expressiveness while they are similar by airline types(FSC/LCC). Fourth, perceived value and customer satisfaction are positively correlated. Results are different in personal and social self-expressiveness while they are similar by airline types(FSC/LCC). Fifth, image of airlines and customer satisfaction are positively correlated. Results are similar in personal and social self-expressiveness and by airline types(FSC/LCC). Sixth, both of personal and social self-expressiveness are significantly meaningful by airline types(FSC/LCC). Groups with high personal and social self-expressiveness use FSC more and LCC less while groups with low personal and social self-expressiveness use LCC more.Based on the findings, conclusions are made as below. The first conclusion is about influence of airline service quality on customers' perceived value. The higher the service quality is, the higher the perceived value is. The influence is more significant at LCC rather than FSC. It means that airlines' efforts for better service quality are necessary to enhance customers' perceived value. Especially, LCC is required to make efforts to improve service quality for higher perceived value. The second conclusion is about influence of service quality on airlines' image. The higher the service quality is, the better image airlines present. When social self-expressiveness is highly regarded, the influence becomes more significant. It implies the importance of promotional activities for service as well as providing quality service. Third, the higher the perceived value is, the better image airlines present. When personal self-expressiveness is highly regarded, the influence becomes more significant. It defines the importance of a contact point between customers and service providers. Airlines should perceive the importance to enhance customers' perceived value by meeting customers' needs at the contact point. Fourth, the higher the customers' perceived value is, the higher the customer satisfaction is. When social self-expressiveness is highly regarded, the influence becomes more significant. It suggests airlines to study customers' perceived value to develop differentiated and specialized service. Fifth, the better image airlines present, the higher the customer satisfaction is. Therefore, airlines seem to need to make efforts for image improvement through public relations regarding employees' capability, social contribution works, funding support for common good, safety and reliability. Sixth, there is no meaningful differences between groups of personal and social self-expressiveness. Groups that place a high value on social self-expressiveness evaluate service quality, perceived value and image ofairlines somewhat highly. Groups that place a high value on personal self-expressiveness evaluate customer satisfaction somewhat highly. Groups with high self-expressiveness prefer FSC to LCC. Therefore, influence of service quality, perceived value and image of airlines on customer satisfaction and regulatory effects of self-expressiveness and FSC/LCC seem to be significant for marketing strategies of airlines.