저비용항공사의 지각된 가치가 온라인 고객만족, 신뢰 및 충성도에 미치는 영향연구 - 저비용항공사의 국내선과 국제선 비교 -
The Effet of Perceived Value on Online Customer Satisfaction, Trust and Loyalty of Low-cost Airlines. - A Comparison Between Domestic and International Flights -
The aim of this study is to analyze the effect of passengers’ perceived value on online customer satisfaction, trust and loyalty of Low-cost airlines, by conducting a survey on passengers who had experienced Low Cost Carriers in international and/or domestic flights. The result of factor analysis suggested 3 categories of perceived value-functional value, emotional value, and social value. Test of hypotheses supported the significant relationships among the variables. Findings indicated that perceived value has significant effects on the satisfaction and trust on airline websites, which, in turn, enhances customer loyalty. In particular, the effect of functional value was significant to both international and domestic flights, implying that providing a reasonable airfare is the most important. In addition, emotional value had a significant and direct effect on trust in international flights, indicating that emotional exchange and homey services are critical to increasing trust on the airline websites. Based on the study’s findings, Low-cost airlines are recommended to establish differentiated and customer-oriented marketing strategies to attract loyal customers as well as provide reasonable airfare and homey services so as to meet the expectations of customers and their perceived value for respective routes.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 지각된 가치 2. e-고객만족 3. e-신뢰 4. e-충성도 Ⅲ. 조사 설계 1. 연구모형 2. 가설설정 3. 설문지 구성 4. 자료수집 및 분석방법 Ⅳ. 실증 분석 결과 1. 조사대상의 통계적 특성 2. 측정의 타당도 및 신뢰도 검증 3. 가설 검증 Ⅴ. 결론 참고문헌
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