항공사 ARS(Automated Response System) 상담원 품질, ARS 서비스 만족, 브랜드 전환 의도간 구조적 관계 고찰

An examination of the structural relationships between ARS representative quality of domestic airlines, ARS service satisfaction, and brand switching intention

Recognition of the importance of automated response service(ARS) is increasing as the competition of the airline industry becomes more intense. This study examined the structural relationships between customers' evaluation on the ARS quality of the Korea domestic airline industry, ARS service satisfaction, and brand switching intention. ARS quality were measured in terms of four different dimensions(i..e, adaptiveness, assurance, empathy, authority). Data were collected from 366 tourists of Jeju island on September 2010. Results of sequential chi-square difference tests showed that a structural model including a path from authority to brand switching intention was chosen as a better model rather than the initial research model proposed by this study. More specifically adaptiveness and assurance dimensions of the ARS quality had significant positive effects on ARS service satisfaction. Results also revealed that, while the authority dimensions of ARS quality had a direct influence on brand switching intention, there was a negative influence of ARS service satisfaction on brand switching intention.