상세검색
최근 검색어 전체 삭제
다국어입력
즐겨찾기0
157249.jpg
SCOPUS 학술저널

저가항공사의 서비스품질이 항공사의 이미지와 행동의도에 미치는 영향

The Effect of Service Quality on Airline Image and Behavioral Intention of Low-Cost Carriers

  • 2

Purpose - This study attempts to examine the underlying dimensions of service quality (tangibility, reliability, responsiveness, assurance, and empathy) for low-cost carriers. It subsequently seeks to determine the effect of the relationships of the dimensions of service quality, airline image, and behavioral intentions on airline services to provide adequate basic information and attributes for developing differentiated and competitive service marketing strategies. Research design, data, and methodology - The survey for this study was conducted on patrons with low-cost carrier boarding experiences in districts near universities and central businesses of Seoul and Busan from 5/10/2012 to 16/10/2012. Out of 346 questionnaires, 20 questionnaires with missing data and insincere answers were excluded for this study. Collected data were processed using SPSS 18.0, and the hypothesis was verified by analyzing the structural equation model with Lisrel 8.54. First, the frequency analysis was conducted to identify universal characteristics. Second, the exploratory factor analysis and reliability analysis were conducted to identify the accuracy of the variable measurements of the construct. Third, to assess uni-dimensionality and reliability, confirmatory factor analysis was conducted. Finally, to verify the adequacy of the research model and research hypothesis, the structural model was employed. Results - The results revealed that the factors, "tangibility, reliability, responsiveness, assurance, and empathy" were shown to be the most important dimensions of service quality for the airline image of the low-cost carrier which was consistent with previous studies. Therefore, it is fair to suggest that these verified factors are crucial attributes for the brand image of low-cost carriers. Second, as reliability and responsiveness were shown to be the most important factors for behavioral intentions, it is viable to suggest that these two attributes are crucial for the sales v

Abstract

1. 서론

2. 이론적 배경

3. 연구모형과 가설의 설정

4. 실증분석

5. 가설검증 결과 및 논의

6. 결론

References

로딩중