초록 열기/닫기 버튼
Rapid growth of airline industry accelerated competition between airlines as increasing desire and expectation of customers. Due to this flux, airlines concentrate on not only improving material*internal service but also decreasing distance between customers with diverse attempts. Other than providing information of airlines through advertisement which is an external marketing, it tries to communicate with customers. This study examines with the perspective that airline advertisements does not have a simple influential relationship, but brand relationships will moderate and mediate relationships between airlines and customer satisfaction, rather than a simple influential relationship. First, the research results showed that brand relationships have moderating effects on the relationship between advertisement and customer satisfaction. Second, brand relationships had mediating effects on the relationship between advertisement and customer satisfaction. These study results recognize the brand relationships as an important factor for airline advertisement, are effective in leading customer satisfaction, and affect in increasing relationships with customers. Based on the findings, relationship formation with customers and quality improvement of customer satisfaction can be achieved if importance of brand relationships was recognized and practically used in airline advertisement.
키워드열기/닫기 버튼
airline adertisement, brand relationships, customer satisfaction, moderating effect, mediating effect
