항공사의 비대면 서비스 채널 사용성과 고객 관계품질, 충성도의 구조적 관계에 관한 연구 A Study of Structural Relationship of Airlines' Non Face-to-face Service Channel Usability, Relationship Quality, and Loyalty원문보기
혁신적인 기술과 인터넷이 보편화 되면서 서비스 산업에서 기술 중심의 셀프 서비스 채널, 즉 고객이 문제를 스스로 해결하는 비대면 서비스 채널이 점차 보편화되고 되고 있다. 본 연구에서는 기존 선행 연구들을 바탕으로 셀프 서비스 기술을 통한 비대면 서비스 채널의 유형과 그 개념을 살펴보고 비대면 서비스를 측정할 수 있는 사용성(Usability)의 개념을 도입하여 사용성과 ...
혁신적인 기술과 인터넷이 보편화 되면서 서비스 산업에서 기술 중심의 셀프 서비스 채널, 즉 고객이 문제를 스스로 해결하는 비대면 서비스 채널이 점차 보편화되고 되고 있다. 본 연구에서는 기존 선행 연구들을 바탕으로 셀프 서비스 기술을 통한 비대면 서비스 채널의 유형과 그 개념을 살펴보고 비대면 서비스를 측정할 수 있는 사용성(Usability)의 개념을 도입하여 사용성과 고객 관계 품질, 충성도간의 구조적인 관계를 검증하였다. 또한 비대면 서비스를 평가하는 사용성이 고객 만족과 신뢰 그리고 충성도에 미치는 직접효과와 간접효과를 검증하여 다음과 같은 결과와 시사점을 도출하였다.
첫째, 비대면 서비스의 품질을 측정하기 위한 요인인 일관성, 접근성, 학습성, 범위성, 사용용이성, 유용성 모두 유의미하게 사용성을 설명하는 하위요인임이 확인되었다. 사용성과 관계품질, 충성도간의 관계를 구조방정식을 통해 가설을 검증하였는데 사용성과 관계품질 사이에는 유의미한 영향 관계가 있는 것으로 나타났다. 특히 사용성은 신뢰보다는 만족에 더 많은 영향을 미치고 있는 것으로 나타났다. 고객 만족과 고객 신뢰 간에는 유의미한 정의 영향관계를 보이고 있었다. 고객 만족과 고객 신뢰 역시 각 각 충성도에 긍정적인 영향관계를 나타내었다.
둘째, 요인들 간의 인과관계를 살펴보고자 실시한 분석을 통해 직접효과와 간접효과를 살펴보았는데 그 결과 사용성은 만족에 직접적인 영향을 미치고 만족은 신뢰에 직접적인 영향을 미치는 것으로 나타났다. 다음으로 간접효과를 살펴본 결과 사용성은 만족을 통해 신뢰에 간접적인 효과를 나타내고 있었다. 고객 충성도에는 만족이 신뢰를 통해 간접적인 영향을 미치는 것으로 확인되었다.
본 연구의 결과를 통해 사용성의 하위 요인 중 일관성, 접근성, 범위성, 학습성, 사용용이성의 설명력 보다는 유용성이 더 높은 설명력을 나타내었다. 개발해 놓은 비대면 서비스 채널을 고객이 얼마나 쉽게 익숙해 질수 있는지가 우선되어야 하며 이용법에 있어서 누구나 쉽고 간단하고 빨리 익숙해지고 주변에 도움이 없이 이용법을 배울 수 있어야 한다. 일단 사용법이 익숙해지고 나면 반복적인 이용을 통해 새로운 채널에 익숙해지고 친숙해지고 이용하기 편리하다고 판단하게 될 것이고 이런 경우에만 지속적으로 비대면 서비스를 수용하게 될 것이다. 하지만 무엇보다도 가장 중요한 점은 고객들이 비대면 서비스 채널을 통해 얻게 되는 유용성에 초점을 맞추어야 한다.
사용성의 하위 개념들을 통해 고객이 긍정적인 평가를 내린다면 이는 결국 고객 만족으로 이어지며, 비대면 서비스를 성공적으로 확산시키기 위해서는 만족한 고객이 지속적으로 비대면 서비스 채널을 사용할 수 있도록 신뢰감을 형성하는 것이 그 무엇보다도 중요한 요소임을 확인할 수 있었다. 결국 좀 더 편리하고 좀 더 효과적인 비대면 서비스를 개발하여 고객의 만족과 신뢰를 높이는 항공사, 또는 그러한 비대면 서비스 채널을 가진 항공사가 결국 고객의 충성도를 형성할 수 있을 것이다.
본 연구의 결과를 통해 항공 산업에서의 비대면 서비스 채널의 중요성을 바탕으로 다양한 방법의 상호 채널 간 프로모션을 통한 통합적인 관리의 필요성을 제시하였다. 또한 개별 비대면 서비스 채널의 활성화를 통한 비용절감과 경쟁적 우위를 차지할 수 있는 전략을 도출해 내었다. 아울러 다른 서비스 산업에서 비대면 서비스 채널을 성공적으로 활용하기 위한 전략적 시사점을 제시하였다.
혁신적인 기술과 인터넷이 보편화 되면서 서비스 산업에서 기술 중심의 셀프 서비스 채널, 즉 고객이 문제를 스스로 해결하는 비대면 서비스 채널이 점차 보편화되고 되고 있다. 본 연구에서는 기존 선행 연구들을 바탕으로 셀프 서비스 기술을 통한 비대면 서비스 채널의 유형과 그 개념을 살펴보고 비대면 서비스를 측정할 수 있는 사용성(Usability)의 개념을 도입하여 사용성과 고객 관계 품질, 충성도간의 구조적인 관계를 검증하였다. 또한 비대면 서비스를 평가하는 사용성이 고객 만족과 신뢰 그리고 충성도에 미치는 직접효과와 간접효과를 검증하여 다음과 같은 결과와 시사점을 도출하였다.
첫째, 비대면 서비스의 품질을 측정하기 위한 요인인 일관성, 접근성, 학습성, 범위성, 사용용이성, 유용성 모두 유의미하게 사용성을 설명하는 하위요인임이 확인되었다. 사용성과 관계품질, 충성도간의 관계를 구조방정식을 통해 가설을 검증하였는데 사용성과 관계품질 사이에는 유의미한 영향 관계가 있는 것으로 나타났다. 특히 사용성은 신뢰보다는 만족에 더 많은 영향을 미치고 있는 것으로 나타났다. 고객 만족과 고객 신뢰 간에는 유의미한 정의 영향관계를 보이고 있었다. 고객 만족과 고객 신뢰 역시 각 각 충성도에 긍정적인 영향관계를 나타내었다.
둘째, 요인들 간의 인과관계를 살펴보고자 실시한 분석을 통해 직접효과와 간접효과를 살펴보았는데 그 결과 사용성은 만족에 직접적인 영향을 미치고 만족은 신뢰에 직접적인 영향을 미치는 것으로 나타났다. 다음으로 간접효과를 살펴본 결과 사용성은 만족을 통해 신뢰에 간접적인 효과를 나타내고 있었다. 고객 충성도에는 만족이 신뢰를 통해 간접적인 영향을 미치는 것으로 확인되었다.
본 연구의 결과를 통해 사용성의 하위 요인 중 일관성, 접근성, 범위성, 학습성, 사용용이성의 설명력 보다는 유용성이 더 높은 설명력을 나타내었다. 개발해 놓은 비대면 서비스 채널을 고객이 얼마나 쉽게 익숙해 질수 있는지가 우선되어야 하며 이용법에 있어서 누구나 쉽고 간단하고 빨리 익숙해지고 주변에 도움이 없이 이용법을 배울 수 있어야 한다. 일단 사용법이 익숙해지고 나면 반복적인 이용을 통해 새로운 채널에 익숙해지고 친숙해지고 이용하기 편리하다고 판단하게 될 것이고 이런 경우에만 지속적으로 비대면 서비스를 수용하게 될 것이다. 하지만 무엇보다도 가장 중요한 점은 고객들이 비대면 서비스 채널을 통해 얻게 되는 유용성에 초점을 맞추어야 한다.
사용성의 하위 개념들을 통해 고객이 긍정적인 평가를 내린다면 이는 결국 고객 만족으로 이어지며, 비대면 서비스를 성공적으로 확산시키기 위해서는 만족한 고객이 지속적으로 비대면 서비스 채널을 사용할 수 있도록 신뢰감을 형성하는 것이 그 무엇보다도 중요한 요소임을 확인할 수 있었다. 결국 좀 더 편리하고 좀 더 효과적인 비대면 서비스를 개발하여 고객의 만족과 신뢰를 높이는 항공사, 또는 그러한 비대면 서비스 채널을 가진 항공사가 결국 고객의 충성도를 형성할 수 있을 것이다.
본 연구의 결과를 통해 항공 산업에서의 비대면 서비스 채널의 중요성을 바탕으로 다양한 방법의 상호 채널 간 프로모션을 통한 통합적인 관리의 필요성을 제시하였다. 또한 개별 비대면 서비스 채널의 활성화를 통한 비용절감과 경쟁적 우위를 차지할 수 있는 전략을 도출해 내었다. 아울러 다른 서비스 산업에서 비대면 서비스 채널을 성공적으로 활용하기 위한 전략적 시사점을 제시하였다.
Due to the severely competitive market in the airline industry, airline companies attempt to compete with other major airlines by focusing on passengers' satisfaction and loyalty. For this reason, two major airlines and six low-cost carriers(LCC) in Korea market have been searching for ways to maxim...
Due to the severely competitive market in the airline industry, airline companies attempt to compete with other major airlines by focusing on passengers' satisfaction and loyalty. For this reason, two major airlines and six low-cost carriers(LCC) in Korea market have been searching for ways to maximize their revenue by improving the quality of services offered through face-to-face interactions which may be implemented in such areas as the ticket sales services, airport counter services, in-flight services, etc.
At the same time, airlines are eager to streamline their organizations and apply advanced technological information to face the challenges of a competitive domestic and global market. However, the implementation of new technology is not only time consuming, but it also requires an enormous capital investment and an increase in labor costs in sectors such as human resources. Additionally, the rejection of new technology from passengers has been a major concern as the airlines attempt to adapt to the many different self-service technology(SST) based channels. Widespread applications of technology-based services to benefit the consumer is evident in different forms such as airline websites, call center ARS systems, self check-in kiosks, and mobile applications. Many airlines have become multi-channel service providers by increasing the number of service channels that are available to their customers in an effort to improve the efficiency, cost effectiveness and consistency of their frontline operations.
In this study, I have investigated the customer’s evaluations of the airline’s multi-channel service interfaces and their association in regards to relationship quality and loyalty. From previous researches regarding self-service technologies and non face-to-face service channels, which were targeting banks, hospitals, website services, etc., studies clearly show that there is a positive relationship between relationship quality and loyalty. However, the measurement tools used to evaluate the multi-service channels were not fully developed in the service field, especially for the airline industry. Another purpose of this study was to establish the concept of usability which was derived from the website development and the evaluation tool. Consistency, accessibility, learnability, scalability, ease of use, and usefulness were extracted as subconstructs from many different studies. Previous research distinctly shows a strong relationship among usability, satisfaction, trust, and loyalty. By applying this relationship to airline's SST channels, the research model was set up with five hypotheses.
This study has collected survey data from September 27 to October 15, 2010 from Incheon International Airport and Kimpo International Airport with a convenient sampling method. Initially, 550 questionnaires were distributed among airline passengers, with 508 returned or collected. After eliminating incomplete data and outliers, a total of 427 data was analyzed with the SPSS and AMOS statistical software packages.
Internal consistency of measurement variables were confirmed by examining the Cronbach’s alpha value. Content validity, predictive validity, and construct validity were also tested with Confirmatory Factor Analysis(CFA) for each exogenous. The second-order CFA also proved the validity of the six subconstructs with an acceptable model fit, which was =385.527 (p<.01), df=197, GFI=.926, AGFI=.905, RMR=.033, NFI=.938, CFI=.969, RMSEA=.047. Finally, a structural equation model was used to test the hypotheses. The model fit indices(=996.787 (p<.01, df=508), GFI=.893, AGFI=.882, RMR=.050, NFI=.904, CFI=.950, RMSEA=.048) were also in the acceptable range with the thought that this study was based on social science. All five hypotheses were accepted with a level of significance p<.001. Usability has a positive relationship with satisfaction and trust satisfaction has a positive relationship with trust, and satisfaction and trust has a positive relationship with loyalty. The direct, indirect, and the total effects among the factors also explain the antecedents and consequent relationship.
The results of this study are to hold insightful implications for airline field managers and other related officials. First, an important point is that the SST channel is not the ultimate cost reduction tool. Huge investment is required for the development, implementation and maintenance of the SST channel. Only an affirmative acceptance from airline passengers will increase the usage of the SST channel and will ultimately reduce costs while increasing revenue. In order for this to occur, customers’ needs and wants should be closely examined from the development stage.
Second, for more active involvement and continued usage from the customers, a solution-based assistant tool or menu should be incorporated with the channel. In general, customers are reluctant to respond and deliver negative responses on new technology and non face-to-face service channels. To reduce disapproval and objection from customers, voice communications, visual communications, chat services, hot lines and personal aids should be available for assistance. Furthermore, feedback tools and monitoring systems should also be applied for quality control and relationship marketing. The acquired customers’ data from the channel must be utilized to enhance the relationship quality in terms of satisfaction and trust.
Third, only proper promotion, advertisement, and marketing will ensure a successful implementation of multi-channels to the airlines. Each channel should be utilized to introduce and promote the other channels to the customer with how-to-use instructions and related information for a more synergetic effect.
Finally, visible benefits should be offered to customers when using the SST channel such as extra mileage, prior seat selection, usage of frequent flyer mileage and so on.
A limitation of this study is as follows. First, as shown in the demographical statistics, about 51.5% passengers have been flying internationally once or twice per year, and 42.5% domestically. For future research, the survey should be limited to passengers who have been using the SST channel constantly instead of first-time users. Second, the study applied a convenient sampling rather than statistical sampling. Currently there are 8 international airports and 8 local airports in Korea. By considering the scope of each airport, quota sampling is another suggestive option.
Turning to future research opportunities, the study indicates that, as seen from the research output, the usage rate of kiosks and mobile applications are very low due to the short period of time they have been in the market. A similar research comparing four different channels will show a more interesting output which can give more implication to the related fields. In addition, comparing the full-fringe airlines(Korean Airline and Asiana Airline) to the domestic LCCs will result with LCCs becoming more sensitive to operating costs and expenses. Considering this point, examining full fringe airlines and LCCs with a similar model will result in a significant output for the future.
Due to the severely competitive market in the airline industry, airline companies attempt to compete with other major airlines by focusing on passengers' satisfaction and loyalty. For this reason, two major airlines and six low-cost carriers(LCC) in Korea market have been searching for ways to maximize their revenue by improving the quality of services offered through face-to-face interactions which may be implemented in such areas as the ticket sales services, airport counter services, in-flight services, etc.
At the same time, airlines are eager to streamline their organizations and apply advanced technological information to face the challenges of a competitive domestic and global market. However, the implementation of new technology is not only time consuming, but it also requires an enormous capital investment and an increase in labor costs in sectors such as human resources. Additionally, the rejection of new technology from passengers has been a major concern as the airlines attempt to adapt to the many different self-service technology(SST) based channels. Widespread applications of technology-based services to benefit the consumer is evident in different forms such as airline websites, call center ARS systems, self check-in kiosks, and mobile applications. Many airlines have become multi-channel service providers by increasing the number of service channels that are available to their customers in an effort to improve the efficiency, cost effectiveness and consistency of their frontline operations.
In this study, I have investigated the customer’s evaluations of the airline’s multi-channel service interfaces and their association in regards to relationship quality and loyalty. From previous researches regarding self-service technologies and non face-to-face service channels, which were targeting banks, hospitals, website services, etc., studies clearly show that there is a positive relationship between relationship quality and loyalty. However, the measurement tools used to evaluate the multi-service channels were not fully developed in the service field, especially for the airline industry. Another purpose of this study was to establish the concept of usability which was derived from the website development and the evaluation tool. Consistency, accessibility, learnability, scalability, ease of use, and usefulness were extracted as subconstructs from many different studies. Previous research distinctly shows a strong relationship among usability, satisfaction, trust, and loyalty. By applying this relationship to airline's SST channels, the research model was set up with five hypotheses.
This study has collected survey data from September 27 to October 15, 2010 from Incheon International Airport and Kimpo International Airport with a convenient sampling method. Initially, 550 questionnaires were distributed among airline passengers, with 508 returned or collected. After eliminating incomplete data and outliers, a total of 427 data was analyzed with the SPSS and AMOS statistical software packages.
Internal consistency of measurement variables were confirmed by examining the Cronbach’s alpha value. Content validity, predictive validity, and construct validity were also tested with Confirmatory Factor Analysis(CFA) for each exogenous. The second-order CFA also proved the validity of the six subconstructs with an acceptable model fit, which was =385.527 (p<.01), df=197, GFI=.926, AGFI=.905, RMR=.033, NFI=.938, CFI=.969, RMSEA=.047. Finally, a structural equation model was used to test the hypotheses. The model fit indices(=996.787 (p<.01, df=508), GFI=.893, AGFI=.882, RMR=.050, NFI=.904, CFI=.950, RMSEA=.048) were also in the acceptable range with the thought that this study was based on social science. All five hypotheses were accepted with a level of significance p<.001. Usability has a positive relationship with satisfaction and trust satisfaction has a positive relationship with trust, and satisfaction and trust has a positive relationship with loyalty. The direct, indirect, and the total effects among the factors also explain the antecedents and consequent relationship.
The results of this study are to hold insightful implications for airline field managers and other related officials. First, an important point is that the SST channel is not the ultimate cost reduction tool. Huge investment is required for the development, implementation and maintenance of the SST channel. Only an affirmative acceptance from airline passengers will increase the usage of the SST channel and will ultimately reduce costs while increasing revenue. In order for this to occur, customers’ needs and wants should be closely examined from the development stage.
Second, for more active involvement and continued usage from the customers, a solution-based assistant tool or menu should be incorporated with the channel. In general, customers are reluctant to respond and deliver negative responses on new technology and non face-to-face service channels. To reduce disapproval and objection from customers, voice communications, visual communications, chat services, hot lines and personal aids should be available for assistance. Furthermore, feedback tools and monitoring systems should also be applied for quality control and relationship marketing. The acquired customers’ data from the channel must be utilized to enhance the relationship quality in terms of satisfaction and trust.
Third, only proper promotion, advertisement, and marketing will ensure a successful implementation of multi-channels to the airlines. Each channel should be utilized to introduce and promote the other channels to the customer with how-to-use instructions and related information for a more synergetic effect.
Finally, visible benefits should be offered to customers when using the SST channel such as extra mileage, prior seat selection, usage of frequent flyer mileage and so on.
A limitation of this study is as follows. First, as shown in the demographical statistics, about 51.5% passengers have been flying internationally once or twice per year, and 42.5% domestically. For future research, the survey should be limited to passengers who have been using the SST channel constantly instead of first-time users. Second, the study applied a convenient sampling rather than statistical sampling. Currently there are 8 international airports and 8 local airports in Korea. By considering the scope of each airport, quota sampling is another suggestive option.
Turning to future research opportunities, the study indicates that, as seen from the research output, the usage rate of kiosks and mobile applications are very low due to the short period of time they have been in the market. A similar research comparing four different channels will show a more interesting output which can give more implication to the related fields. In addition, comparing the full-fringe airlines(Korean Airline and Asiana Airline) to the domestic LCCs will result with LCCs becoming more sensitive to operating costs and expenses. Considering this point, examining full fringe airlines and LCCs with a similar model will result in a significant output for the future.
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