Nowadays the development of capital society has caused the increase of economic and leisure time, and through them, it raised the quality life. The relative importance of service in the modern society increases gradually by the pursuit of convenience....
Nowadays the development of capital society has caused the increase of economic and leisure time, and through them, it raised the quality life. The relative importance of service in the modern society increases gradually by the pursuit of convenience. As a result of these things, service industry shows the rapid growth. Airline industry, one of service industries, also shows this trend, and now faces the unlimited competition. Consequently, the improvement of the quality of airline service becomes the key factor for survival in the unlimited competition age.
Under this situation, the perception that it is necessary to meet several needs from customers related to service quality expands to each airline and in turn, the ultimate direction of corporate strategy is changed to be customer-oriented. The studies on service quality and customer-satisfaction through it are carried out as well.
The purpose of this study is to find the way to induce the customer satisfaction of the airline service, by improving it, to the repurchase and inform orally intention improve finally. For achieving the goal of the study we have researched the concept and quality decision factor of airline service and we have inspected whether the customer’s satisfaction for qualities of airline service affects to the repurchase and performed a research what is the quality factor of the service determines the airline service repurchase of the customer.
For these, first, we have inspected what is the service factor that the passengers of the airline consider important when choosing the airline. Second, we have illuminated the relationship between the importance of service factor and the customer satisfaction while setting passengers of the airline as the object. Third, we have confirmed the importance of the service factor for the passenger of the plane. Fourth, we have inspected the satisfaction of the service factor of passenger for the plane and we searched what is the quality factor of which airlines must estimate and manage continuously, through grasping the influence which each factor affects the expectation of the customers, and have groped the way to survive in the competition.
The regional and spacial range of this study was confined to Incheon airport and the customers-users of the flight Incheon-Almaty of Air Astana aircompany were set as the object.
In the practical research method, we have set the model which the quality of airline service, customer satisfaction and the intention to purchase and inform orally were connected with another. To estimate the service quality which customer perceives, we have performed questionnaire survey which asked the importance for each service factor of the airline, the prior order of service quality and the overall importance, satisfaction and the repurchase, inform orally intention of the future.
In this study, having performed confidence analysis, technology statistical analysis, multiple regression analysis, which examined the relationship among the quality of airline service, customer satisfaction and repurchase, inform orally intention by SPSS 12.0 statistical package, and we have operated confidence analysis, search factor analysis by AMOS 5.0
The summary of the results of actual analysis of this research is as follows. First, the examination of the Assumption 1 that the quality of the airline service influences on the customer satisfaction revealed that two factors, the operation service and the cabin service except for the airport service had positive influences on the customer satisfaction, because they can be felt actually by customers through the communication and action by direct interaction of customers and crews. The degree of the customer satisfaction depending on the quality of the air service revealed in the order of the cabin service, the operation service and the airport service.
Second, the examination of the Assumption 2 that the satisfaction of customers for the airline have an influence on the intent to repurchase and inform by word of mouth showed that it was likely that customers who recognized the satisfaction for the service experienced generally continued to repurchase and inform orally. Therefore, they tended to become loyal customers as long as they weren’t affected specially in the service purchase.
Third, the examination of the Assumption 3 that the repurchase customers have good influence on the effect of informing orally showed that the good influence on the effect of informing orally by repurchase was revealed valid statistically. This result means that customers have much intention to spread their experiences of satisfaction to neighbors.
Fourth, the examination of the Assumption 4 that there will be the difference of the whole satisfaction by the nationality was revealed valid statistically. This result means that Air Company must establish a differential marketing strategy, provide quickness of all air service and such services as Korean language speaking air steward and another service for Korean customers who have more dissatisfaction about quality of air service than regional customers.
As stated through the examination of the all assumptions 1-4, the structural relationship that leads to “service quality → customer satisfaction → repurchase/intention to inform orally” was concluded.
Therefore, it is concluded that this Airline Company needs to improve the quality of service even in the difficult business environment, and they are required to have aggressive marketing strategies to win the competition with other companies by the long-term service quality.
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