earticle

영어

Chinese tourists is growing rapidly every year to visit South Korea, depending on income level increases. South Korea’s aviation industry is also developing air services to meet the symbols and tendency of Chinese customers and improve service quality by expanding it is necessary to derive the satisfaction of Chinese customers. Therefore in this study, the Chinese airline service quality and perceived focus on moderating effects of Chinese travel viable form of customer value and customer satisfaction, and determine the impact on the intent of relationship duration. It was on the basis of looking for ways to improve the service quality of the Chinese airline. Looking at the research hypotheses were as follows. First, perceived service quality of the physical environment, air quality (newest aircraft type, flight amenities easy access, etc.) means that the most important factors for increasing customer value is the perceived practical customer value . Second, the quality of the atmosphere environment quality air service (courtesy of the crew, cabin environment, etc.), it can be seen that increase customer satisfaction further improved. Third, the crew manners, crew uniforms and appearance, the higher the degree of atmosphere environmental quality is well-equipped air service quality, such as the more lasting relationship aircraft cabin environment. Fourth, the practical value of the airline customer service (rates corresponding provision of benefits, rates rationality, etc.) will increase the more higher the degree of customer satisfaction and lasting relationship. Fifth, the charm of satisfaction and service for the whole airline services, such as the higher the higher the degree of relationship will persist. Implications according to the results of this study are as follows. First, the value of configuration factors that make up the service quality by empirical analysis of the air quality of service perceived by the customer are perceived, and depending on the degree of influence and customer satisfaction to be able to pursue a specific strategy for the use characteristics of the tourists. Second, the customer service operator suggests on the importance of customer value, customer satisfaction and also the management of the relationship persists. Strategic implementation of customer value and customer satisfaction, customer relationship will soon become ongoing management of the impact factor. Third, we propose the need for fine-grained discrimination and effective marketing strategies of the type used in the aviation service users. These results are demanding a plan of effective marketing strategies according to the specific characteristics of tourists each use by type (travel mode, select national carriers, seat type, etc.) is the practice of strategies to profit from customized according to the customers is required.

한국어

본 연구에서는 중국인 여행형태의 조절효과를 중심으로 중국인이 지각하고 있는 항 공서비스품질이 실용적 고객가치와 고객만족, 관계지속의도에 미치는 영향을 파악하였 다. 항공서비스품질과 실용적 고객가치와의 관계, 고객만족와의 관계, 관계지속의도와 의 관계 그리고 실용적 고객가치와 고객만족 간의 관계, 관계지속의도와의 관계, 고객만 족과 관계지속의도와의 관계를 확인하였다. 이를 근거로 하여 한·중국제선 항공사의 서 비스품질을 향상시킬 수 있는 방안을 모색하였다. 본 연구의 결과에 따른 시사점은 다음과 같다. 첫째, 고객이 지각하는 항공 서비스품질을 실증 분석함으로써 서비스품질을 구성하는 구성요인들이 지각된 가치, 고객만족 등에 대한 영향력 정도에 따라 관광객의 이용특성 (여행형태, 항공사 국적, 좌석유형 등)에 따른 특성별 특화전략을 추구할 수 있을 것이다. 둘째, 항공서비스 사업자의 고객가치, 고객만족 및 관계지속의도 관리에 대한 중요성 을 제시한다. 고객가치와 고객만족 영향요인의 전략적 집행은 곧 고객관계지속의도의 지속적 관리가 된다. 셋째, 항공서비스 이용자의 이용형태에 따른 차별적이고 효과적인 세분화된 마케팅 전략의 필요성을 제안한다. 이러한 결과는 특정관광객 특성에 따른 효과적인 마케팅 전략의 계획을 요구하고 있으며, 각 이용형태별(여행형태, 선택한 항공사 국적, 좌석유형 등)에 따라 고객화된 고객들로부터 이익을 창출할 수 있는 전략의 실천이 요구된다.