한국항공운항학회지 (Journal of the Korean Society for Aviation and Aeronautics)

  • 제22권1호
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  • Pages.95-107
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  • 2014
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  • 1225-9705(pISSN)
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  • 2466-1791(eISSN)
한국항공운항학회 (The Korean Society for Aviation and Aeronautics)
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항공사 마일리지 프로그램에 대한 고객의 신뢰와 결속이 브랜드 충성도에 미치는 영향

A Study on How Trust and Commitment in Airlines' Mileage Program Affects the Customers' Loyalty

  • 백선희 (한국항공대학교 경영학과) ;
  • 이승창 (한국항공대학교 경영학과) ;
  • 이상학 (한국항공대학교 경영학과)
  • 투고 : 2014.02.05
  • 심사 : 2014.03.19
  • 발행 : 2014.03.31
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초록

A customer loyalty program (i.e., FFP) has become more important to keep loyal customers especially for legacy airlines. Therefore, the researchers intended to examine the elements of an airline loyalty program and how these elements influenced the effects of the loyalty program. To set up the research framework, the commitment-trust model (i.e., KMV model) in the loyalty program was used in this study. Shared values, benefits, serviceabilities, and affiliated companies were considered as independent variables (i.e., elements of FFP). Trust and commitment added as mediating variables and customers' loyalty were examined as a dependent variable. A survey has been conducted. All independent variables had positive relationships with trust and commitment and trust influenced commitment. Lastly, the mediating variables had positive effects on customers' loyalty.

키워드

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