항공사 서비스 마케팅믹스(7Ps) 요소와 소비자만족, 충성도간의 관계연구

The purpose of this study is to determine the salient quality attributes, including those attributes that increase customer satisfaction and loyalty that are essential for the use of airlines, to provide important strategic implications. In this regard, the study analyzes the relationship among airlines characteristics , customer satisfaction and loyalty. According to the result, people and price elements did not have significant effects on customer satisfaction, whereas other elements directly influenced customer satisfaction, and people element did not have significant effects on customer loyalty, whereas other element directly influenced customer loyalty, also customer satisfaction directly influenced customer loyalty. The results have important implications for researchers, the quality dimension of airlines services can be identified through an service marketing mix elements, providing a better understanding of the effective quality management of airlines.