항공사의 소비가치, 기업이미지, 기업신뢰, 충성도 간의 구조관계 분석

Abstract

The purpose of this study is to verify the structural relationship between the airline’s consumption value and corporate image, corporate trust, and loyalty to derive implications and use them in airline marketing strategies. In order to verify the research hypothesis, an online survey was conducted from August 1 to 6, 2018 for users with experience in boarding international flights of national airlines, and 413 valid responses were collected and empirically studied. As a result, emotional consumption value and social consumption value were identified as factors affecting corporate image, but corporate image did not affect loyalty. On the other hand, emotional consumption value, practical consumption value, and social consumption values were all found to affect corporate trust in order, and corporate trust appeared to be a factor influencing loyalty. Lastly, corporate trust was found to affect loyalty as a medium of emotional consumption value. This results mean that we should focus on the emotional consumption value of airlines, build a system for convenience, and strive to build airline trust. Furthermore, it will be utilized in various marketing strategies as a basic research to understand the consumption value of airlines in the future.