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변화된 업무환경에서 인식하는 항공사 서비스품질이 글로벌 브랜드 (항공사 조인트벤쳐) 이미지 형성에 미치는 영향 연구

A Study of the Effect of Perceived Service Quality under the New Service Environment on Formulating Airline's Global Brand(Joint Venture) Image

  • 김태준 (대한항공 국제업무실) ;
  • 김기웅 (한국항공대학교 경영학과) ;
  • 박성식 (한국교통대학교 항공운항학과) ;
  • 이수미 (한국항공대학교 경영학과)
  • 투고 : 2018.08.11
  • 심사 : 2018.09.27
  • 발행 : 2018.09.30

초록

Terminal 2 of Incheon in'tl airport had made a grand opening since January 2018. Terminal 2 is currently operated by mainly Korean airline in cooperation with such skyteam members as Delta airline, Air France and Royal Dutch KLM. It is expected another three skyteam member airlines join the separate operation at terminal 2 since this coming winter. It is believed very meaningful research to analyze how separate operation of Global alliance of airlines affects the global brand image of an organization. To find out such effect, researchers have made an empirical analysis of perception of airline staffs working at terminal 2. This paper has focused on how the staffs perceive airline service quality in the changed working environment and on how significantly their perception on service has an effect on airline's global brand image with such moderating variables as organizational efficacy and organizational trust. According to empirical analysis using structural equation modeling, it was proven the variable of responsiveness among perceived airline service qualities had a direct significant effect on formulating airline's global brand image associated with joint venture between Korean airline and Delta airline. However, the other variables had a indirect significant effect on global brand image with moderating effects.

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