항공사의 고객 접점 인적서비스 품질, 브랜드 태도, 관계지향성 구조관계에 관한 내․외국인 고객의 비교 분석

The purpose of this study was to identify interrelations among service encounter quality, brand attitude, andrelationship orientation by comparing between a native and foreign passenger. To accomplish the study objectives,the data were collected from tourists who departure from Incheon International Airport from April 8 through 16,2009. Data were analyzed by several statistical tests such as descriptive statistics, reliability test, confirmatory factoranalysis, covariance structure modeling, and multiple group structural equation model. This study revealed thatservice encounter quality significantly influenced brand attitude and relationship orientation. Passengers who have apositive brand attitude towards an airline are more likely to be relationship-orientated with the airline than passengershaving a negative brand attitude. The results also showed the difference between a native and foreigner in therelationship among service encounter quality, brand attitude, and relationship orientation. This reflected that therelationship among the study variables are moderated by the type of passenger (a native vs. foreigner). Thus, thesefindings suggested that the staffs of an airline should essentially be educated and trained to understand passengers'specific characteristics based on nationality or a cultural area to make them satisfied with service encounter quality. This would be not only enhancing passengers' level of brand attitude and relationship orientation, but this could bealso leading airlines to keep their business in success.