항공사의 편의성과 고객 충성도 간의 관계에서 지각된 가치의 매개효과

Convenience is measured by focusing on individual costs or efforts when they intend to use the service. Based on a five-dimensional constructs of Berry et al.(2002), this study drew factors of physical convenience, benefit convenience, system convenience, personal convenience and post-benefit convenience. The study found below results in detail. First of all, human and physical convenience has had a significant positive impact on both perceived value and customer loyalty. Second, system service has had a positive effect on perceived value, while benefit convenience has only had a positive effect on customer loyalty. Third, it was found that the factors of post-benefit convenience does not affect perceived value and customer loyalty. Fourth, perceived value turned out to be an important factor in determining customer loyalty. It also validated the mediated effect of perceived value in relation to the factors of convenience and customer loyalty. Therefore, customer loyalty should be enhanced by providing accurate information to consumers for their easy decision-making. If they are satisfied with the services of contact service providers, it can be expected to raise positive expectations for customer loyalty, which emphasizes the need for human resource development to improve the quality of human services in airlines with high human dependency.