Earticle

초록

영어

This study aimed to provide the direction and practical implications of strategic marketing necessary to maximize the competitiveness of airlines by identifying the interrelationships between the physical and social environments, perceived service values, customer satisfaction and brand loyalty of airlines. This study distributed a total of 360 copies through the online research platform Google Docs and offline, and used 322 copies for demonstration analysis. First, the analysis shows that the physical and social environment of the airline service-scape has a unique impact on both perceived service value. Second, the perceived service value has a significant influence on customer satisfaction and brand loyalty. Third, customer satisfaction was shown to have a significant impact on brand loyalty. In order to increase airline sales, the physical and social environment of the airline's service-scape should be well managed to ensure that customers are positively aware of the value of the service, thereby increasing brand loyalty and creating continuous repeat customers. This study is meaningful in that it theoretically suggested the need for service-scape scalability at a time when interest in social service-scape is increasing, and that it provided practical implications for securing a competitive advantage for airlines.

목차

ABSTRACT
Ⅰ. 서론
II. 이론적 배경
1. 항공사의 확장된 서비스스케이프
2. 지각된 서비스 가치
3. 고객만족
4. 브랜드충성도
Ⅲ. 연구 설계와 방법
1. 연구모형과 가설
2. 변수의 조작적 정의 및 척도 구성
3. 자료의 수집 및 분석방법
Ⅳ. 실증분석
1. 표본의 일반적 특성
2. 신뢰성 및 타당성 검증
3. 구성 개념간의 상관관계분석과 판별타당성 분석
4. 가설 검증
Ⅴ. 결론
참고문헌

키워드

저자

• 이시내 [ Sinae Lee | 전주대학교 관광경영학과 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