항공 서비스 접점품질이 정서적 애착과 고객 애호도에 미치는 영향에 관한 연구

Abstract

As the number of service workers nationally has increased by 44.8% over the past ten years along with growth in the service sector, many studies on the service industry have paid attention to the factor of customer contact focusing on what influence customer contact has on service quality and satisfaction. For passenger service by airlines, as interaction between the flight attendant and passengers is important, the contact quality of personal service is particularly emphasized. Therefore, this study aims to look into what influence the contact quality of service given by flight attendant has on passengers emotional affection and preference for airlines. In terms of the relationship between personal service contact and passengers' emotions, this study classified service contact quality factors into four groups based on contact theory and the emotional theory of social exchange: individual attention, helpfulness, courtesy and promptness. The emotional affection of passengers was classified into affection, passion and connection. Passengers' emotional responses are made by contact and experiences with service workers(van Dolen et al., 2001) and may have an effect on their future purchasing intentions(Berry, 2000). Therefore, as it is suggested that quality airline service had an effect on the emotional aspects of passengers and had a positive effect on evaluation, this study is to understand the important factors in the airline industry, make an assumption, and prove the causal effect. The results of the study are summarized as follows: First, it was discovered that individual attention had a positive effect on affection. Second, it was discovered that helpfulness had a positive effect on affection and passion. Third, it was discovered that courtesy had a positive effect on affection. Fourth, it was discovered that promptness had a positive effect on affection, passion, and relationship. Fifth, it was discovered that affection and passion had a positive effect on preference. Sixth, it was discovered that individual attention and promptness had a positive effect on preference. Based on the results above, interaction between flight attendant and passengers is required in airline service, which was discovered as an important factor. Also it was discovered that passengers' friendly feelings toward airlines can enhance their intention to continuously use those airlines.