항공사의 인적, 물적, 시스템적 품질 향상이 고객만족에 미치는 영향에 관한 연구

Abstract

21세기에 들어서면서 항공운송시장의 변화와 도전은 복잡하게 전개 되어가고 있고, 항공사들의 새로운 시장 진입이 가속화되고 있는 실정이다. 항공 운임 경쟁과 이로 인한 저수익성 시장구조, 다양해진 항공 승객의 요구, 뿐만 아니라 삶의 질 향상과 여가시간의 증대 등은 항공 수요를 대중화 시키는 계기가 되었다. 더불어 최근의 세계 경제 불안 상황으로 잇따른 경제 위기를 겪고 있고, 항공사 또한 이러한 세계적인 불황을 거쳐 왔으며 항공사의 경영에도 지대한 영향을 미친다 할 수 있겠다. 이에 따라 항공사들은 항공 승객의 기대와 요구에 부응하기 위해 신규 승객 확보와 기존 승객 유지를 위한 연구 분석이 필요하고, 이로 인한 항공사의 이윤 창출의 연관성에 대해서도 고려해야 할 것이다. 본 연구는 크게 4가지 형태로 연구가 진행되었다. 첫째, 기존의 선행 연구에서 사용되어진 서비스 품질 차원을 통해 항공사의 서비스 품질과 고객만족도 및 고객충성도의 관계를 알아보고자 하였다. 둘째, 기존의 항공사 서비스 품질에 관한 대부분의 연구들은 서비스 품질을 SERVQUAL 측정으로 진행되어왔다. 하지만 본 연구에서는 서비스 품질을 인적, 물적, 시스템적 요인으로 나누어 고객만족도에 어떠한 영향을 미치는지 그리고 향후 고객 충성도에는 얼마나 영향을 미치는지에 대하여 연구하였고, 그에 대해 고객들이 느끼는 중요도에 대해 제시하고자 한다. 셋째, 요인 분석을 통하여 위의 요인들이 얼마나 고객만족에 영향을 주는지에 대한 타당성 분석을 진행하였고, Crombach’s Alpha 분석을 통하여 신뢰성 검증도 완료 하였다. 넷째, 회귀분석을 통하여 각각의 독립변수들과 종속 변수간의 관계에 대해 알아보았고, 이 결과 값을 통하여 고객만족과 충성도의 관계를 파악하였다. 본 연구결과 항공사 서비스 품질은 고객만족에 영향을 미치는 것으로 나타났으며, 고객 만족 역시 고객충성도에 유의한 영향을 미치는 것으로 나타났다. 또한 고객이 항공사 서비스 품질을 인적, 물적, 시스템적 요인들로 나누어 보았을 때, 느끼는 중요도가 각각 다르다는 것을 알 수 있었다. 인적, 물적, 시스템적 요인들로 인한 항공사 서비스 품질 향상에 관한 연구를 통해 점차 다양해지고 있는 고객들의 니즈를 만족시키기 위한 개선 방안에 관련한 연구가 필요할 것이고, 궁극적으로는 타 항공사와의 차별적인 경쟁력과 그로 인한 고객만족 및 고객충성도의 향상 방안을 끊임없이 모색해야 할 것이다. | At the turn of the 21st century, air transportation market changes and challenges of becoming a complex deployment, and the airline's entry into new markets is accelerating. Fare revenue market competition and the resulting reservoir structure, diversified needs of airline passengers, as well as improving the quality of life and increased leisure time, etc. have become the instrument to popularize the demand for aviation. In addition, airlines are also experiencing an ensuing economic crisis due to the recent global economic instability and this profoundly influences on the management of airlines. Accordingly, airlines need research analysis for getting new passengers and retaining existing passengers to meet the expectations and needs of airline passengers. And, through this, airlines should consider airline profits. The study was conducted in the form of four major. First, this study was to evaluate the relationships of airline service and customer satisfaction and customer loyalty through existing service quality dimensions that are used in previous studies. Second, most of the existing studies of airline service quality have been measured the service quality by SERVQUAL. But in this study, quality of service is divided into human, material and systemic factors. The study shows how the factors can affect on customer satisfaction and how much they can affect on customer loyalty. The study tries to show the perceived importance of customers about it. Third, this study was to analyze above three factors and feasibility analysis was performed about how these factors affect customer satisfaction. Reliability verification was also completed through Crombach’s Alpha analysis. Fourth, the study found each of the relationships between the independent variables and the dependent variables through regression analysis. And through this, the study the relationships between customer satisfaction and loyalty. According to a study, airline service quality affects customer satisfaction and customer satisfaction also significantly affects customer loyalty. Also, the perceived importance of customers about each factors is different when airline service quality is divided into human, material and systemic factors. Our research will be needed to improve measures for meeting the needs of customers which are increasingly diverse through the research about airline service quality improvement due to human, material and systemic factors. Ultimately, improvement plan is required for customer satisfaction and customer loyalty through discriminatory competitive with other carriers.; At the turn of the 21st century, air transportation market changes and challenges of becoming a complex deployment, and the airline's entry into new markets is accelerating. Fare revenue market competition and the resulting reservoir structure, diversified needs of airline passengers, as well as improving the quality of life and increased leisure time, etc. have become the instrument to popularize the demand for aviation. In addition, airlines are also experiencing an ensuing economic crisis due to the recent global economic instability and this profoundly influences on the management of airlines. Accordingly, airlines need research analysis for getting new passengers and retaining existing passengers to meet the expectations and needs of airline passengers. And, through this, airlines should consider airline profits. The study was conducted in the form of four major. First, this study was to evaluate the relationships of airline service and customer satisfaction and customer loyalty through existing service quality dimensions that are used in previous studies. Second, most of the existing studies of airline service quality have been measured the service quality by SERVQUAL. But in this study, quality of service is divided into human, material and systemic factors. The study shows how the factors can affect on customer satisfaction and how much they can affect on customer loyalty. The study tries to show the perceived importance of customers about it. Third, this study was to analyze above three factors and feasibility analysis was performed about how these factors affect customer satisfaction. Reliability verification was also completed through Crombach’s Alpha analysis. Fourth, the study found each of the relationships between the independent variables and the dependent variables through regression analysis. And through this, the study the relationships between customer satisfaction and loyalty. According to a study, airline service quality affects customer satisfaction and customer satisfaction also significantly affects customer loyalty. Also, the perceived importance of customers about each factors is different when airline service quality is divided into human, material and systemic factors. Our research will be needed to improve measures for meeting the needs of customers which are increasingly diverse through the research about airline service quality improvement due to human, material and systemic factors. Ultimately, improvement plan is required for customer satisfaction and customer loyalty through discriminatory competitive with other carriers.