국내 대형항공사 MZ세대 고객의 고객가치, 고객태도 및 고객행동의도의 구조적 관계

Abstract

The objectives of this study are to investigate the structural relationship among the customer value, customer attitude, and customer behavior intention of MZ generation on the service experiences of the full service carrier in korea, and the mediating effect of customer attitude. The MZ generation is drawing attention as a generation that leads trends not only in the digital industry but also in various industries based on differentiated values from the previous generation. A total of 210 responses were used for analysis in this study. Demographic characteristics were examined through frequency analysis, and exploratory factor analysis, confirmatory factor analysis, and correlation analysis were conducted to verify the validity and reliability of factors using SPSS 20.0 program. After that, the hypothesis were verified by using AMOS 22.0, and also the mediating effect on customer attitude was examined. As a result of this study, first, it was found that among the customer value of the MZ generation for full carrier service, the functional value and emotional value had a significant positive influence on customer attitude. Second, the functional value among the customer value had a significant positive influence on customer behavioral intention. Third, it was found that customer attitude had a significant positive relationship with customer behavior intention. Fourth, it was found that customer attitude plays a mediating role between customer value and customer behavior intention. Based on this study results, it suggested some practical implications that can be used to domestic full service carrier.