베트남 소비자가 인지하는 국가이미지와 기대가 고객만족 및 이용의도에 미치는 영향에 관한 연구

Study on the Influence of Vietnamese Consumers’ Perceived Country Image and Expectations on Consumer Satisfaction and Intention Use: Focusing on the Effects of Controlling the Experience of Using National Airplanes

This paper deals with Vietnamese consumers who are already experienced in the use of airline services and their expectations and consumer satisfaction towards a Korean airline in assumption with their country image of Korea. For the empirical analysis, 362 Vietnamese consumers who were experienced in the use of airline service due to travelling or studies abroad have been interviewed. Following the results of the empirical analysis it came out that the country image of Korea were reflected into the expectation of Airline service and finally in the consumers satisfaction. It has been once again proven that a satisfying service provided by an airline has a crucial influence on the intention of reusing the same again. Based on the results of this study, it can be concluded that to meet the expectations and satisfaction standards of the Vietnamese customers, it is necessary to build up a strategy which includes a better management and education of related flight attendants, who are in the forefront of customer service, including a better education in cross cultural understanding to provide a high quality service and enhance the image of an airline, thus generating for them a possible sustainable profit in the future.