항공사 서비스품질과 관계의 질 및 관계지속의도에 관한 연구

Abstract

The objective of study is to verify the relationships between airlines’ service quality, relationship quality, and relationship persistence intention. In this study, the questionnaire survey was carried out for the airlines customers and the surveyed data was statistically analyzed by using SPSS 26.0 and PROCESS MACRO statistics programs, and multi-regression analysis and bootstrapping were carried out to verify the research hypothesis. The key results are drawn as follows. First, all of the airlines’ service quality factors such as interaction quality, physical environmental quality, and result quality have positive effects on relationship quality. Second, airline customers’ relationship quality has a positive effect on customers’ relationship persistence intention. Third, airlines’ service quality factors such as interaction quality, physical environmental quality, and result quality have positive effects on relationship persistence intention. Fourth, there is significant mediating effects of customers’ relationship quality in the relationships between airlines’ service quality and relationship persistence intention. This study is worthy in that it provided the service strategies needed for airlines’ management.