항공사의 지각된 가격 및 서비스품질과 고객만족, 신뢰, 이미지, 행동의도 영향관계 연구

The Effects of Perceived Price and Service Quality on Customer Satisfaction, Trust, image, Behavioral Intention in airline

A Study on relations between perceived price, Airlines service quality, customer satisfaction, trust, brand- image and behavioral intention. The purpose of this study is to examine the effect on perceived price and service quality affecting customer satisfaction and trust-making, and customer satisfaction and trust affecting Airline image making or behavioral intention. And to achieve the goal, the output of structural analysis is conducted to test the hypotheses. And additional analysis was conducted by the subject that behavior architecture of customer may be different by Airline character, and according to consequence, the difference of related structure by the Airline character was researched. First, the effect of perceived price influencing on customer satisfaction or customer trust in all three cases which are entire sample, full-service Airline sample, low-cost Airline sample, is analyzed to have a meaningful effect. Second, the consequence of analyzing the effect of Airline image-making or behavioral intention from now by customer satisfaction is analyzed also to have a meaningful effect. Third, the effect of customer trust influencing on Airline image making or behavioral intention which is dependent variable is analyzed to have significant effect in entire Airline sample or full-service Airline sample, on the other hand, behavioral intention is analyzed not to be affected. While, in case of low-cost Airline, cognitive image is affected by behavioral intention, it is analyzed not to affect behavioral intention. Finally, in the analysis of Airline image affecting behavioral intention, while the sample of full-service Airline is analyzed to have plus effects in cognitive image and affective image, it is analyzed for cognitive image to have negative effect on behavioral intention in sample of low-cost Airline.