항공사 e-CRM과 항공사 이미지, 지각된 가치, 고객만족, 고객충성도 간의 영향 연구

A Study on the Impact between Airline's e-CRM and Airline's Images, Perceived Values, Customer Satisfaction, Customer Loyalty

e-CRM allows airlines to provide customized services to meet customer needs and also provides differentiated services from competitors by piling up finely detailed customer information, so that they may drive given customers into lifelong and loyal ones. However, little studies have been done on airline's CRM or e-CRM, which becomes more spotlighted in the aspects of importance for the sake of acquiring loyal customers than ever. The research findings can be outlined as follows: First, it was found that airline's e-Service had the stronger impact on its images than airline's e-Sales and airline's e-Marketing, which implies that better images of airlines require the best e-Service out of all e-CRM components. Second, it was notable that airline's e-Sales had negative effects on customer satisfaction with regard to airline's e-CRM components, which implies that customer satisfaction requires special operation and care for airline's e-Sales. Third, it was found that airline's e-Service had negative effects on customer loyalty with regard to airline's e-CRM components, while it also had positive effects on customer loyalty through airline's images and perceived values even at second hand. Therefore, this result implies that better customer loyalty cannot be attained without any struggle to explore how to improve airline's images, perceived values and customer satisfaction.