항공사 고객접점서비스와 고객유지의 관계에서 소비감정의 매개효과 검증

The Mediating Effects of Consumption Emotion within the Relationship of Service Encounter and Customer Retention for domestic Airline

This study examined the relationship among service encounter, consumption emotion and customer retention, focusing on the mediating effect of consumption emotion. Data were collected from the questionnaire completed by 271 customers who had used in airlines at least more than once, through September 1 to September 21. 2014 for about three weeks by using convenience sampling among non-probability sampling. To examine respondents demographics traits and consistency of measurements, frequency analysis and reliability analysis were processed, and correlation analysis for relationship among the variables were conducted by using SPSS 18.0 for Windows. For the adequacy of factors, confirmatory factor analysis was made through structure equation model using Amos 7.0. To confirm the verification of model suitability and research hypotheses, the mediating effects were tested by using Bootrapping method and Aroian-test through structure equation modeling. The significance level was set at α=.05, and the results are as follows. First, the service encounter had a significant effect on consumption emotion(p.<001). Second, the service encounter had not a significant effect on customer retention. Third, the consumption emotion had a significant effect on customer retention(p.<001). Fourth, the mediating effect of consumption emotion in the relationship between service encounter and customer retention showed that consumption emotion fully mediated in the relationship between service encounter and customer retention.