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๊ฒ€์ฆ๋œ ํŒŒํŠธ๋„ˆ ์ œํœด์‚ฌ ์ž๋ฃŒ

An Analysis for Airline Structural Effect Relationships among Brand Relational Benefits, Customer Value, Consumer-Brand Emotional Relationship, and Long-term Relationship Orientation

21 ํŽ˜์ด์งฟ’
๊ธฐํƒ€ํŒŒ์ผ
์ตœ์ดˆ๋“ฑ๋ก์ผ 2025.03.10 ์ตœ์ข…์ ฟ’์ž‘์ผ 2014.07
21P ๋ฏธ๋้ฉ๋ณด๊ธฐ
An Analysis for Airline Structural Effect Relationships among Brand Relational Benefits, Customer Value, Consumer-Brand Emotional Relationship, and Long-term Relationship Orientation
  • ๋ฏธ๋้ฉ๋ณด๊ธฐ

    ์„œ์่ง์ •๋ต–

    ยท ๋ฐœํ–‰๊ธฐ๊ด€ : (์‚ฌ)ํ•œ๊ตญ๊ด€๊ด‘๋ ˆ์ €ํ•™ํšŒ
    ยท ์ˆ˜๋ก์ง€ ์ •๋ณด : ๊ด€๊ด‘๋ ˆ์ €์—ฐ๊ตฌ / 26๊ถŒ / 5ํ˜ธ / 447 ~ 467ํŽ˜์ด์งฟ’
    ยท ์ €์ž๋ช… : ์œค์„ ์ •

    ์ดˆ๋ก

    This study aims to investigate a brandโ€™s relational benefit by means of airline's differentiated strategic variables for marketing, and through empirical analysis, structural relation between long-term relationship orientation and consumer-brand emotional relationship based on customer value. The analysis showed, first, that the brand's relational benefit affects the customer value. Second, brand's relational benefit and customer value directly influences the consumer-brand emotional relationship. Third, brand's relational benefits are found to have no direct effect on long-term relationship orientation while customer value directly affects long-term relationship orientation. Finally, the emotional relation between consumers and brands affects long-term relationship orientation. Based on these findings, the theoretical and practical implications are further discussed in the concluding section.

    ์ฐธ๊ณ ์ž๋ฃŒ

    ยท ์—†์Œ
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    • ์ž๋ฃŒ์˜ ์ •๋ณด ๋ฐ ๋‚ด์šฉ์˜ ์ง„์‹ค์„ฑ์— ๋Œ€ํ•˜์—ฌ ํ•ดํ”ผ์บ ํผ์Šค๋Š” ๋ณด์ฆํ•˜์ง€ ์•Š์œผ๋ฉฐ, ํ•ด๋‹น ์ •๋ณด ๋ฐ ๊ฒŒ์‹œ๋ฌผ ์ €์ž‘๊ถŒ๊ณผ ๊ธฐํƒ€ ๋ฒ•์  ์ฑ…์ž„์€ ์ž๋ฃŒ ๋“ฑ๋ก์ž์—๊ฒŒ ์žˆ์Šต๋‹ˆ๋‹ค.
      ์ž๋ฃŒ ๋ฐ ๊ฒŒ์‹œ๋ฌผ ๋‚ด์šฉ์˜ ๋ถˆ๋ฒ•์  ์ด์šฉ, ๋ฌด๋‹จ ์ „์žฌโˆ™๋ฐฐํฌ๋Š” ๊ธˆ์ง€๋˜์–ด ์žˆ์Šต๋‹ˆ๋‹ค.
      ์ €์ž‘๊ถŒ์นจํ•ด, ๋ช…์˜ˆํ›ผ์† ๋“ฑ ๋ถ„์Ÿ ์š”์†Œ ๋ฐœ๊ฒฌ ์‹œ ๊ณ ๊ฐ๋น„๋ฐ”์นด์ง€๋…ธ Viva์˜ ์ €์ž‘๊ถŒ์นจํ•ด ์‹ ๊ณ ๋น„๋ฐ”์นด์ง€๋…ธ Viva๋ฅผ ์ด์šฉํ•ด ์ฃผ์‹œ๊ธฐ ๋ฐ”๋ž๋‹ˆ๋‹ค.
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      ํŒŒ์ผ์˜ค๋ฅ˜ ์ค‘๋ณต์ž๋ฃŒ ์ €์ž‘๊ถŒ ์—†์Œ ์„ค๋ช…๊ณผ ์‹ค์ œ ๋‚ด์šฉ ๋ถˆ์ผ์น˜
      ํŒŒ์ผ์˜ ๋‹ค์šด๋กœ๋“œ๊ฐ€ ์ œ๋Œ€๋กœ ๋˜์ง€ ์•Š๊ฑฐ๋‚˜ ํŒŒ์ผํ˜•์‹์— ๋งž๋Š” ํ”„๋กœ๊ทธ๋žจ์œผ๋กœ ์ •์ƒ ์ž‘๋™ํ•˜์ง€ ์•Š๋Š” ๊ฒฝ์šฐ ๋‹ค๋ฅธ ์ž๋ฃŒ์™ฟ’ 70% ์ด์ƒ ๋‚ด์šฉ์ด ์ผ์น˜ํ•˜๋Š” ๊ฒฝ์šฐ (์ค‘๋ณต์ž„์„ ํ™•์ธํ•  ์ˆ˜ ์žˆ๋Š” ๊ทผ๊ฑฐ ํ•„์š”ํ•จ) ์ธํ„ฐ๋„ท์˜ ๋‹ค๋ฅธ ์‚ฌ์ดํŠธ, ์—ฐ๊ตฌ๊ธฐ๊ด€, ํ•™๊ป“, ์„œ์  ๋“ฑ์˜ ์ž๋ฃŒ๋ฅผ ๋„์šฉํ•œ ๊ฒฝ์šฐ ์ž๋ฃŒ์˜ ์„ค๋ช…๊ณผ ์‹ค์ œ ์ž๋ฃŒ์˜ ๋‚ด์šฉ์ด ์ผ์น˜ํ•˜์ง€ ์•Š๋Š” ๊ฒฝ์šฐ

โ€œ๊ด€๊ด‘๋กป์ ฟ’์—ฐ๊ตฌโ€์˜ ๋‹ค๋ฅธ ๋…ผ๋ๅฉ๋„ ํ™•์ธํ•ด ๋ณด์„ธ์š”!

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์ด๋Ÿฐ ์ฃผ์ œ๋“ค์„ ์ž…๋ ฅํ•ด ๋ณด์„ธ์š”.
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- ํ•œ๊ตญ์ธ์˜ ๊ฐ€์น˜๊ด€ ์ค‘์—์„œ ์ •์‹ ์  ๊ฐ€์น˜๊ด€์„ ์ด๋ฃจ๋Š” ๊ฒƒ๋“ค์„ ๋ฌธํ™”์  ๋ฌธ๋ฒ•์œผ๋กœ ์ •๋ฆฌํ•˜๊ณ , ํ˜„๋Œ€ํ•œ๊ตญ์‚ฌํšŒ์—์„œ ์ผ์–ด๋‚˜๋Š” ์‚ฌ๊ฑด๊ณผ ์‚ฌ๊ณ ๋ฅผ ๋น„๊ตํ•˜์—ฌ ์ž์‹ ์˜ ์˜๊ฒฌ์œผ๋กœ ๊ธฐ์ˆ ํ•˜์„ธ์š”
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์ฑ—๋ด‡์œผ๋กœ ๊ฐ„ํŽธํ•˜๊ฒŒ ์ƒ๋‹ดํ•ด๋ณด์„ธ์š”.
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