항공기 이용객들이 인식하는 서비스 품질, 서비스 가치 및 재 구매 의도의 구조적 관계

From the point of view that a high standard of service quality will increase customer satisfaction and value, airline service quality is receiving attention from the academia and staff. This research gives an explanation on the importance of reutilization by putting focus on service value with outcome values on customer behavior. This research utilizes AMOS 21.0 in the structural equation implementation. Analysis shows airline service quality are adopted on the effect they had on service values and had been proved that for airline service quality improvement, realizing and making efforts on putting customer required service values as a priority is needed. Next, due to the fact that the hypothesis ‘airline service quality has a significant effect on repurchase intention’ has been rejected, it has been shown through research results that airline’s effort on improving service quality will be needed as customer service requirements get higher. As the hypothesis ‘service value has a significant effect on repurchase intention’ has been adopted, it can be known that a customer’s expectation on airline provided service value has a significant effect on repurchase intention. Thus, based on research results, suggests empirical basis on the theoretical implications to devise the strategy for customer’s service value caused by service quality including service value, alongside airline’s extended customer marketing management.