항공사 기내 물리적, 사회적 서비스스케이프가 고객의 지각된 가치, 만족, 충성에 미치는 영향

Abstract

This study examines the impact of the in-flight environment on customers’ service evaluations, based on the servicescape concept. A holistic approach embracing both physical and social aspects of the in-flight servicescape is needed. This is because the impact of the physical and social environment on a customer is powerful in explaining in-flight experience. This study investigates the relationship between the physical and social servicescape, perceived value, satisfaction and loyalty. The study results were obtained from a survey, using data collected from 206 respondents who had flight experience. The results showed that the physical and social servicescape had significant effects on three dimensions of perceived value. More importantly, the physical servicescape had a stronger impact than that of the social servicescape. These findings suggest important managerial implications with empirical evidence for building an effective marketing strategy based on a deeper understanding of in-flight environmental cues. These are key elements in business management throughout the airline industry.