항공사 로열티 프로그램이 고객 관계 구축에 미치는 영향: 만족, 의존성, 충성도를 중심으로

Purpose : This study aimed to empirically investigate the impact of airline loyalty programs on customer satisfaction and dependence, mediating their influence on repurchase intention (loyalty). To this end, loyalty programs were categorized into hedonic, utilitarian, and symbolic components, and the respective effects on satisfaction and dependence were analyzed. Research design, data, and methodology : An online survey was conducted from March 30 to April 12, 2025, with 330 adults who had flown an airline within the past year. A structural equation modeling analysis was performed using SmartPLS 4.1. Results : The results showed that hedonic and utilitarian loyalty programs had a significant positive effect on satisfaction, while both hedonic loyalty programs and satisfaction had a significant positive effect on dependence. Furthermore, satisfaction and dependence each had a significant positive effect on loyalty. In contrast, symbolic loyalty programs had no significant effect on either satisfaction or dependence. Conclusions : Theoretically, this study expands the link between program loyalty and corporate loyalty by proposing a structural model that incorporates dependence as a key variable in loyalty program research. Practically, it suggests the need for airline marketing departments to develop strategies that enhance hedonic experiences and psychological satisfaction beyond monetary rewards to increase long-term customer retention.