항공사 서비스의 경험적 가치가 관계품질과 고객충성도에 미치는 영향 : 국내 대형항공사를 중심으로

Abstract

In the increasingly fierce competition airlines are making various efforts to maintain long-term relationships with customers and create repurchases by establishing their own differentiated strategies. As part of these efforts, they try to provide experiences for customers different from other airlines. And the experiential value that customers perceive is getting more important as a marketing strategy of airline services. So the present study aims to empirically analyze the relationship between the experiential value of airline service and the relationship quality and how the relationship quality formed by the experiential value affects customer loyalty in order to analyze the impact of the experiential value of airline service on the relationship quality and customer loyalty. The conclusions of this study are as follows: First of all service excellence and enjoyment of the experiential value factors were found to have a significant effect on the commitment among relationship quality factors. Second only enjoyment was found to have a significant effect on satisfaction among relationship quality factors. Third all factors of the experiential value such as consumer utility service excellence and enjoyment were analyzed to have a significant effect on trust among relationship quality factors. Finally all relationship quality factors such as commitment satisfaction and trust were found to have a significant effect on customer loyalty.