항공사 전자상거래의 품질 효율성 향상 전략에 관한 연구

The purpose of this study is to analyze the quality efficiency of e-commerce using airline ‘s website and to examine what quality factors should be focused on to improve quality efficiency. To do this, we derive the quality factors influencing the airline e-commerce experience based on the previous researches and then identify the major quality factors based on previous studies. Data envelopment analysis (DEA) was used to compare the efficiency of quality factors and customer satisfaction by airline. The results of the analysis are as follows. First, quality factors that have a great effect on customer satisfaction were safety, usefulness, responsiveness, reliability, and aesthetics in order. Second, quality factors that should be managed in order to improve quality efficiency by airlines are derived. Especially, they were quality factors that should be focused on safety and usefulness in all airlines. This suggests what kind of quality strategy is needed for airlines to provide efficient service management. Based on these results, this study extended the scope of previous studies on airline electronic commerce in academic field. In addition, this study has implications in the point of presenting quality improvement strategy to the executives of aviation industry in practice.