외국항공사의 서비스 품질이 소비자 만족도 및 충성도에 미치는 영향

Recently, due to increased number of people going abroad for diverse reasons including globalization, less working hours and changes in living patterns, domestic expansion of foreign airlines has been active. From this perspective, this study aims to observe the service quality of foreign airlines and analyze which factors of service quality influence customer satisfaction and loyalty. Also, it attempts to figure out if there is a difference in loyalty according to customer satisfaction level. To this end, an online survey of 1500 people who have used foreign airlines in the past 1 year has been conducted. Results are as follows. First, through factor analysis of service quality to figure out the satisfaction of service quality, three factors were identified: employee service, cabin environment and facilities, and airport service. Overall service quality was slightly higher than average, and among the service quality factors, employee service and airport service satisfaction were high, while cabin environment and facilities satisfaction was low. Second, after studying the influences service quality has on overall satisfaction and loyalty, it was proven that employee service, cabin environment and facilities, and airport service were responsible in decreasing order. Third, looking into the difference in loyalty according to overall satisfaction, it was concluded that the groups with high overall satisfaction had better loyalty levels than groups with lower satisfaction. Such analysis can be utilized as useful data to set up specific ways to develop service quality. Also, it can be applied to calculate the competitiveness of foreign airlines in Korea, estimate future demand, and set up policies aimed at improvement of customer satisfaction.