Earticle

초록

영어

This study tried to develop the airline customer reward program and seek developmental measures to improve customer value cognition on benefit. It has been investigated by grasping the relationship among airline customer reward program benefit, brand image and customer value cognition and by examining the moderating effect of marketing communication, For this study, 215 valid samples were obtained from customers having and using airline mileage cards through the internet research website. In order to verify hypothesis, descriptive statistics, exploratory factor analysis, correlation analysis, and hierarchical regression analysis were used. As a result, mileage benefit had a significantly positive (+) effect on brand image and customer value cognition, supporting hypothesis 1 and 2. However, the moderating effect of marketing communication turned out to be statistically insignificant. The result of this study implies that airline companies should establish customer database. Also, airlines need to develop the reward program differentiated from those of competitors. In addition, airlines should simplify the mileage accumulation procedure and information providing process. It is suggested that future studies conduct comparative researches according to customers’ experience mileage accumulation procedure based on samples of various airlines, to draw more specific implications.

목차

ABSTRACT
 I. 서론
 II. 이론적 배경
  1. 항공사의 상용고객 보상 프로그램 혜택
  2. 브랜드 이미지
  3. 고객의 가치인식
  4. 마케팅커뮤니케이션
 Ⅲ. 조사설계
  1. 연구의 모형 및 가설
  3. 변수의 조작적 정의와 측정
 Ⅳ. 결과분석
  1. 표본의 특성
  2. 척도의 타당성 및 신뢰성 검증
  3. 연구가설 검증
 Ⅳ. 결론 및 시사점
 참고문헌

키워드

저자

• 나윤서 [ Yoonsuh Na | 백석대학교 관광학부 항공서비스학과 외래교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광경영연구 [Journal of Tourism Management Research]

• 간기

  연7회

• pISSN

  2092-528X

• 수록기간

  1997~2021

• 십진분류

  KDC 326 DDC 338