항공서비스품질이 브랜드이미지와 고객만족에 미치는 영향

Abstract

With the development of the global society, The competition between companies is becoming increasingly fierce. In order to maintain the continuous flow and survival of tourists, enterprises must constantly provide high-quality services to customers. As one of the typical service industries, the aviation industry is no exception. The purpose of this study is to study which service factors should be selected to improve the service quality of the aviation market, and to explore the effects of airline service quality on brand image of and the customer's satisfaction. The purpose of this study can be summarized as follows: First, It reviews the current research status of aviation service quality theoretically, grasps its relationship with the concept of aviation service quality, and derives the constituent factors that affect the evaluation of aviation service quality. Second, It tries to explore the influence of airline service quality on brand image of and the customer's satisfaction. Third, Try to grasp the adjustment effect of oral information dependence. Fourth, Understand the media role of airline brand image. For this study, Two methods of research study and survey are conducted. First, Through previous research studies, this study propose a conceptual definitions about the main study variables. Many previous research which studied the type of airline service quality. For the purpose of this research review the theoretical literature through the study of the brand image and customer's satisfaction. Second, The survey was conducted from October 10 to December 20, 2017 by Online survey and survey. Total 324 were used for the analysis, to analyze the data, we used SPSS 23.0. The results of the empirical analysis of this study are as follows. First, It is found that the quality of aviation service has an impact on the brand image of airlines. Second, It is found that the quality of aviation service has an impact on customer's satisfaction. Third, It is found that the relationship between brand image and customer satisfaction. It is found that the empirical image, symbolic image and functional image of airline brand image have a positive influence on customer satisfaction. Fourth, It clarifies the adjustment function of oral information. The theoretical and practical enlightenment can be obtained through this study. The enlightenment can be put forward as follows. First, It is helpful for the actual marketing strategy of airlines. Second, The brand image of airlines affects customer satisfaction. When operating an airline, the airline realizes that the brand image will play an important role. Third, In order to improve the purchase intention of passengers, various strategies should be formulated to enhance image. Fourth, The quality of the airline service is very important for customer thinks. In short, this study reveals the service evaluation of quality is helpful to improve the service quality of the goods, and promote the management of the aviation industry. It can be said to be a more active customer management and necessary steps. This study has certain limitations and suggestions for further research. First, We conducted a questionnaire survey in JeJu island. There are certain regional limits. It is necessary to further expand the target in future research to promote the analysis results. Second, This study is about the overall satisfaction degree of customers to airlines. Therefore, it is necessary to judge the satisfaction degree of customers to the service ethics of airlines from multiple angles. Third, The relationship between customer satisfaction and purchase intention should be analyzed.