항공사의 소셜미디어 품질이 고객충성도에 미치는 영향: 소셜미디어 진정성과 항공사이미지의 이중매개효과 검증

The purpose of this study is not only to investigate the effect of an airline’s social media quality on customer loyalty but also to test the dual mediating effects of social media authenticity and airline image between airline social media quality and customer loyalty. To achieve these purposes, empirical research was conducted targeting subscribers of domestic airlines’ social media through an online survey. A total of 312 data was included in the analysis using SPSS 21.0 and PROCESS Macro 4.0. The results of this study are as follows: First, the quality of social media consists of four factors: system quality, information quality, emotional quality, and service quality. Second, all four factors of social media significantly influence social media authenticity, but only system and service quality are associated with airline image and customer loyalty. Especially, service quality has the most impact on both airline image and customer loyalty. Third, through the bootstrapping process, the dual mediating effects of social media authenticity and airline image between social media quality and customer loyalty were verified. System, emotional, and service quality have significant effects on customer loyalty through both social media authenticity and airline image. These results provide valuable implications for airlines to develop useful social media strategies that airlines are actively using in the highly competitive aviation industry.