ABSTRACT
As ‘Open-skies agreement’ was agreed at flight conference between
Korea and China in June 2006, number of air routes and services has been
increased and it is prospected that rapid growth for Chinese airlines would be
continuous in th...
ABSTRACT
As ‘Open-skies agreement’ was agreed at flight conference between
Korea and China in June 2006, number of air routes and services has been
increased and it is prospected that rapid growth for Chinese airlines would be
continuous in the future.
However, the reality is that the increase of scale does not guarantee airline
to be survived in the future of global aviation market.
Because current possession of air craft types, air routes running and flight
- 102 -
fares of airline are not priority considerations for selections of today’s
consumers anymore.
Competing with other countries’ airlines, Chinese air lines are started to
expand their traffic and offer high quality of global services.
Chinese air lines focus on recruiting Korean flight attendants for boosting
the number of customers traveling and transferring via Incheon international
airport where remarked as herb airport of the northeastern Asia.
Then, during flight between Korea and China which roles would Korean
flight attendants carry out when offering services to Korean and Chinese
passengers, and what kind of positive effects can be brought to the airlines?
Attending Korean flight attendants of Chinese airlines gives Korean
passengers more comfortable cabin atmospheres, for instants, easy access to
mother language, as well as gets positive marketing benefits from Chinese
passengers by “Korean Wave” or Hallyu from Korean television dramas,
movies and K-pops which raising cultural waves in China.
Large majority passengers consider quality of communication services as
one of top essential facts among cabin services when they select airlines.
Servicing mother language in a limited space such as cabin lessens
passengers’ feelings of anxiety caused from any unexpected emergencies
during flight, also makes flight attendants to recognize passengers’ specific
needs and response promptly.
Internally, hiring foreign crews would be also beneficial for other crews to
learn and experience other cultures as non-verbal communication expression
would be vary in each country and caused misunderstanding among flight
attendants and passengers.
The purposes of this study are to examine positive effects and roles of
- 103 -
Korean flight attendants in Chinese airlines which hire them progressively, and
analyze relationship between verbal and non-verbal communication skills of
Korean flight attendants and customers ’ satisfactions and behavioral
intentions of repurchase.
The research sampled 315 Korean respondents using Chinese airline within
a year to verify to communication skills for Korean flight attendants, quality of
airlines’ cabin services, customers satisfaction, and the rate of passengers
becoming frequent flyers to the airline.
The airline service quality is divided into three factors; human service,
Material service and systematic service. Likewise, communication is divided
into language, kinesics, proxemics and physical appearance.
The summary results of this study are as below;
First, customers’ satisfaction is significantly related to service quality and
communication skills in the airline services. Especially, as high level of body
language and interaction with passengers raise the quality of cabin services in
non-verbal communication way. It shows that airlines should educate flight
attendants for adapting different cultures and understanding others regarding
non-verbal communication skills gesture, facial expression, distance during
conversation, etc.
Second, physical appearances in non-verbal communication skills of Korean
flight attendants enhance trusts to passengers. Professional and responsible
attitudes with wearing uniforms deliver customers trust throughout the flight.
Third, unique marketing strategies are necessary according to customers’
behavioral intention of repurchase in Chinese airlines. It is also needed to
make up for the weak points in the current systems and develop searching
tools of mileage points and Korean language services via online and mobile.
- 104 -
Korea and China is now in a living space of a day. Korean airlines are
already competitive with appearance of low-fare airlines, denominating
Korea-China line called ‘ golden line ’ by Korean airlines. Through
connection the international aviation unions started in 2007 such as SkyTeam,
StarAlliance, etc., China airlines can provide accessibility to world-wide air
routes. They should also invest various education system developments for
improving competitive quality of services and hiring Korean flight attendants
not just as foreign employees also messengers of Korean culture.
This research would support China airlines to arrange plans and strategies
for the next step up to global market with high quality of services, meeting
flight service satisfactions of Korean passengers as a first step.
，免费韩语论文，韩语论文 |
