[논문]Relationship between Airline's Distribution Services SNS Content and Customer Satisfaction

YOO, Eunji; PARK, Soyeon

doi:10.15722/jds.18.8.202008.5

Relationship between Airline's Distribution Services SNS Content and Customer Satisfaction 원문보기

유통과학연구 = Journal of distribution science, v.18 no.8, 2020년, pp.5 - 14

YOO, Eunji (Marketing Department, University of Finance) , PARK, Soyeon (Marketing Department, University of Finance)

Abstract ▼ AI-Helper

This study aims to examine the impact of characteristics of SNS content provided by airlines on customer satisfaction and to explore the effect of the personal characteristics of the customers which have a modulating effect on the relationship between content characteristics of SNS and customer satisfaction. The data were collected over a period of April 21. 2019. to July 21. 2019. for three months from the people who have experience using SNS provided by airlines. 225 samples were selected and used as final samples from a collection rate of 93.4 percent. Findings suggest that the characteristics of airline's SNS content which include a promotion, information, and communication showed a positive impact on customer satisfaction. The analysis of a modulating effect of individual characteristics on the relationship between the airline's SNS content characteristics showed that diversity pursuit propensity, innovation propensity, and information-seeking propensity control the relationship between characteristics of airline's SNS content which are publicity, information and customer satisfaction. And it was found that all three personal characteristics do not control the relationship between communication and customer satisfaction. Thus, airlines should use SNS more effectively to generate customer satisfaction and present marketing measures to help generate profits through consumer purchasing behavior. It is expected that the findings of this study will help airlines to utilize marketing implications for effective and practical marketing methods.

주제어

표/그림 (8)

표 Table 1: Demographic Characteristics of the Respondents
표 Table 2: Verification Factor Analysis
표 Table 3: Correlation Analysis
표 Table 4: Impact of Airline SNS Content Characteristics on Customer Satisfaction
표 Table 5: Adjustment Effect of Diversity Pursuit Propensity
표 Table 6: Adjustment Effect of Innovation Propensity
표 Table 7: Adjustment Effect of Information Seeking Propensity
표 Table 8: Adjustment Effect of Self-Fulfilling Propensity

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문제 정의

This study seeks to find out how content characteristics of SNS used by airlines as a marketing tool affect customer satisfaction and focus on how personal characteristics control the relationship between SNS content characteristics and customer satisfaction.

가설 설정

H1: Airline SNS content characteristics will have a positive impact on customer satisfaction.
H1: Airline’s SNS content characteristics will have apositive impact on customer satisfaction.
H2-10: Self-fulfilling propensity will control the relationship between promotion and customer satisfaction.
H2-11: Self-fulfilling propensity will control the relationship between information and customer satisfaction.
H2-12: Self-fulfilling propensity will control the relationship between communication and customer satisfaction.
H2-1: Diversity pursuit propensity will control the relationship between promotion and customer satisfaction.
H2-2: Diversity pursuit propensity will control the relationship between information and customer satisfaction.
H2-3: Diversity pursuit propensity will control the relationship between communication and customer satisfaction.
H2-4: Innovation propensity will control the relationship between promotion and customer satisfaction.
H2-5: Innovation propensity will control the relationship between information and customer satisfaction.
H2-6: Innovation propensity will control the relationship between communication and customer satisfaction.
H2-7: Innovation propensity will control the relationship between promotion and customer satisfaction.
H2-8: Information seeking propensity will control the relationship between information and customer satisfaction.
H2-9: Information seeking propensity will control the relationship between communication and customer satisfaction.
H2: Personal characteristics will control the relationship between Airline SNS content characteristics and customer satisfaction.
Second, the results of H2 show that diversity, innovation and information pursuit prosperity among the components of personal characteristics control the relationship between public relations and information performance, which are characteristics of airline SNS content, but not the relationship between communication and customer satisfaction. These results indicate that consumers who have a diversity pursuit prosperity to pursue a variety of brands or products and services, innovative consumers who are more willing to try to use new technologies or buy new products and services than others, will obtain a variety of information, feel satisfied through content that is promotional and informative.

제안 방법

First, to verify the effect of adjusting the personal characteristics in the customer satisfaction relationship of the Airline's SNS content characteristics with a hypothesis 2, based on the mean of diversity pursuit propensity, innovation propensity, information seeking propensity, and self-fulfilling propensity, the sub-factors of personal characteristics, the adjustment effect was verified by comparing with non-pharmaceutical models after dividing them into high and low groups and limiting their respective paths.
In this study, a positive factor analysis was conducted to verify the validity of concentration for the construction of a structural equation model.
In this study, several practical implications are presented to provide marketing strategies that can help airlines to use SNS more effectively to derive customer satisfaction and to help them to make profits through consumer purchasing behavior. First, the results of H1 show that public relations, information and communication, which are components of the airline's SNS content characteristics, all have positive effects on customer satisfaction.

데이터처리

4 percent. In this study, statistical programs SPSS 22.0 and AMOS 18.0 were used after data coding to derive the statistical values of the collected samples.

성능/효과

First, the results of H1 show that public relations, information and communication, which are components of the airline's SNS content characteristics, all have positive effects on customer satisfaction.

후속연구

Based on this study, we would also like to present airlines with better SNS marketing directions that can improve SNS content quality and drive customer satisfaction control the relationship between SNS content characteristics and customer satisfaction.

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