항공사의 사회적 서비스스케이프가 고객 만족도에 미치는 영향

The purpose of this study is to investigate the effect of social service-scape on customer satisfaction and the moderating effect of airline’s nationality (Domestic/Foreign) on the causal relationship between them. The data was collected by targeting customers who had traveled on airlines more than once in the past two years in order to ensure more reliable responses on the questionnaire survey. A total of 263 questionnaires were collected and used for the statistical analysis. The frequency analysis was, first, conducted to examine the overall demographic characteristics of the respondents. Next, the factors of the social service-scape of the airlines were explored through exploratory factor analysis together with reliability analysis for checking the internal consistency of the composing variables for factors. The study verified the hypothesized causal relationship between factors of social service-scape and customer satisfaction by multiple regression analyses. Finally, the nationality(Domestic/Foreign) of the airlines was investigated by hierarchical regression analysis to verify its moderating effect to the relationship between social service scape and air customers’ satisfaction. The results are, first, the social service-scape of the airline appeared to have a positive (+) effect on customer satisfaction. All of these factors were found to have a significantly positive effect on customer satisfaction. The airline nationality(Domestic/Foreign) was found to have a significantly moderating effect on not all but partial influences of the social service-scape on the airline customers’ satisfaction.