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1

항공사 셀프서비스기술의 이용의도에 관한 연구 - 부정적요소의 조절효과를 중심으로 -

나윤서

한국호텔리조트학회 호텔리조트연구 제15권 제4호 2016.11 pp.401-422

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Airlines have provided various non face-to-face service channels as the focus shifts from existing face-to-face service channels to non face-to-face service channels that utilize self-service technology. However, services intended for convenience might be remembered as a negative element and cause new service channels to fail, so in order to prevent any client inconvenience or aversion, the study attempted to provide a plan that could be used to make improvements. To achieve this, the study used valid samples from 220 passengers with experience boarding by using an automatic ticket vendor. The study deducted research results by conducting factor analysis, reliability analysis, and correlation analysis, with the purpose of comprehending factors depending on each variable. The study also conducted moderated regression analysis in order to verify the effect between factors and the effect of moderating variables. Hypotheses 1, 4, and 6 were partially adopted whereas hypotheses 2, 3, and 5 were wholly adopted, thereby providing the following implications. In terms of accepting kiosk technology, the detailed provision of screen design configuration and guidelines were presented as plans that could quickly familiarize kiosk functions. Furthermore, recommending the introduction and use of new technologies during updates by comprehending user records at the level of client maintenance is advisable. Airlines have provided various non face-to-face service channels as the focus shifts from existing face-to-face service channels to non face-to-face service channels that utilize self-service technology. However, services intended for convenience might be remembered as a negative element and cause new service channels to fail, so in order to prevent any client inconvenience or aversion, the study attempted to provide a plan that could be used to make improvements. To achieve this, the study used valid samples from 220 passengers with experience boarding by using an automatic ticket vendor. The study deducted research results by conducting factor analysis, reliability analysis, and correlation analysis, with the purpose of comprehending factors depending on each variable. The study also conducted moderated regression analysis in order to verify the effect between factors and the effect of moderating variables. Hypotheses 1, 4, and 6 were partially adopted whereas hypotheses 2, 3, and 5 were wholly adopted, thereby providing the following implications. In terms of accepting kiosk technology, the detailed provision of screen design configuration and guidelines were presented as plans that could quickly familiarize kiosk functions. Furthermore, recommending the introduction and use of new technologies during updates by comprehending user records at the level of client maintenance is advisable.

5,800원

2

항공사 상용고객우대제도 혜택이 항공사브랜드 이미지와 고객가치인식에 미치는 영향에 관한 연구 - 마케팅커뮤니케이션의 조절효과를 중심으로 -

나윤서

관광경영학회 관광경영연구 제18권 제3호 통권 61호 2014.09 pp.41-68

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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.

6,700원

 
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