항공사의 서비스품질 및 실패의 회복이 항공사 만족에 미치는 영향

Abstract

World-wide competitions international among international airlines have been intensive for higher market share and higher mind share that accrues from the perception of service quality of specific airlines. There have been many studies dealing with airlines service quality and customer satisfaction. However, few studies have examined comparisons of the service quality between domestic airlines and foreign airlines as of home bases. This study is performed for the comparisons between the two groups of airlines. The objectives of this study are to investigate the effects of service quality of airlines and the recovery of service failure on airline satisfaction, coupled with the comparisons between the domestic airlines and the foreign airline groups. Specific focuses are centered on the dimensional effects of airline service quality such as customer orientation, physical evidence, and human factors that are thought to affect perceived values and in turn satisfaction on service. Since consumers have experienced some kinds of service failures more often than not, this study explores the perception of equity in the process of service failure and the recovery at service encounter by employing the equity theory encompassing distributional, procedural, and interactive equity. These three dimensions of equity are hypothesized to affect customer satisfaction on service encounter. These two constructs of customer satisfaction are hypothesized to affect global customer satisfaction of a specific airline. A survey was conducted to collect the data with prepared questionnaires. 260 questionnaires were distributed in a few airports in Korea to two groups of samples and 245 questionnaires were actually collected in the field. Among them, 121 proper questionnaires administrated to domestic airline uses and 118 questionnaires to foreign airline uses were finally used for the analyses. The empirical results show as follows. First, significant differences in the perceived service quality were found to exist between the domestic airlines group and the foreign airline group that the respondents experienced most recently. The domestic airline group had higher positive scores on human factor and customer orientation than the foreign airline group. Second, airlines employers' human factor and customer orientation as of perceived service quality were found to significantly affect perceived value on service for the foreign airline group, but all dimension of service quality including physical evidence for the domestic airline group. Third, service quality was found to affect customer satisfaction on airline service for the both groups. Forth, equity perception, especially in interactive equity category, on the recovery of service failure was found to affect satisfaction on service encounter for the domestic airline group only. Fifth satisfaction on service was found to be influenced by customer's perceived service value and satisfaction on service encounter. In addition, both satisfaction on service and satisfaction on service encounter were found to affect customers' global satisfaction on a specific airline. In conclusion, the results of this research appear to explain consumers' airline satisfaction and use behavior. This research offers several implications for service marketers and academics.