기내 수행서비스 품질, 지각된 가치, 만족, 행동 의도 간 인과관계에 관한 연구

The Relationship between In-flight Service Quality, Perceived Value, Satisfaction, and Behavioral Intention: A Comparison of Competing Models

By comparing four competing models(i.e, research model, cronin et al model, satisfaction model and value model), this study tested the relationship between in flight service quality, perceived value, satisfaction and behavioral intention. In order to examine the four competing models, scales of performance-based service quality, perceived value, satisfaction, and behavioral intention developed in previous studies were modified and used. Data were collected from 378 Korean and Japan airline customers at Incheon International Airport on December 2009. Results revealed that the proposed research model proved as the best model to explain the relationship between the service quality, value, satisfaction, and behavioral intention. Results also indicated that the service quality may not be a good predictor of behavioral intention. Several implications and limitations of the stud were also discussed.