항공사 승객의 자기결정성이 고객참여, 브랜드신뢰, 브랜드시민행동에 미치는 영향

Abstract

The aim of this study is to verify the effects of self-determination on customer participation, brand trust, and brand citizenship behavior in airline in-flight service. The concept was established based on the related research results, the measurement tool was derived, and the research hypothesis was set up. This information was collected through online surveys using various SNS. The frequency analysis on demographic characteristics of respondents was presented, and then confirmatory factor analysis, correlation analysis, and structural equation modeling to diagnose the cause-and-effect relationships among componential concepts were conducted. The hypothesis was partially adopted in relation to self-determinism and customer participation in aircraft service, and self-determinism was found to influence brand trust. In addition, customer participation has a significant effect on both brand trust and on brand citizenship behavior, and brand trust has a significant influence on brand citizenship behavior. Based on the results of this study, I would like to ask you to do the following good study.