항공사 승무원의 인적서비스, 라포, 재이용의도간의 구조적 관계에 관한 연구

It is widely accepted that the role of flight attendants and their ability to build and sustain rapport with passengers is important to airline companies’ success. This study attempted to investigate the structural relationships among flight attendants’ human services, rapport, and intentions to reuse. To test the proposed research hypotheses, an online survey was conducted by a domestic professional survey company with 334 people who had experience to visit overseas over at least one-way of 3 hour flight time. The results are as follows. First, it was found that all three attributes of the flight attendants’ human services presented in this study have high reliability and validity. Second, regarding the effect of the flight attendants’ human services on rapport, it was found that customer orientation, expertise, and likability all had a positive effect on the enjoyable interaction. On the other hand, customer orientation had a positive effect on personal connection, but expertise and likability did not significantly affect personal connection. Third, as a result of the hypothesis test on the effect of rapport on intentions to reuse, enjoyable interaction has positively affected intentions to reuse, while personal connection has not been shown to have a significant influence on intentions to reuse. Important theoretical and practical implications were discussed in the last section of this study.