항공사의 브랜드 관계 품질, 만족도, 충성도 간 영향관계 및 이용객 특성에 관한 연구 (A study for characteristics of users and effect relationship among brand relationship quality, satisfaction, loyalty to airline)

This study was conducted to examine the effect relationship among brand relationship quality, satisfaction, and loyalty of airline, and then to verify characteristics of groups, departmentalized by brand relationship quality. The results of this study elicited some implications. First, according to analysis results about the effect relationship among constructs, “brand partner quality/intimacy”, “love & passion” of brand relationship quality had a positive(+) influence on satisfaction and loyalty, satisfaction and loyalty are explained 76.7% and 78.3% respectively by these factors. Also, satisfaction had a positive influence(explanatory power=85.8%) on loyalty. Meanwhile, satisfaction had a direct effect on loyalty, and satisfaction was statistically found to be a mediating variable(partial mediation role) to connect antecedent variables(brand partner quality/intimacy, love & passion) and consequent variable(loyalty). Satisfaction is a full mediation variable between "self-connection" and "loyalty", because self-connection had effect on satisfaction, but had not effect on loyalty.
This shows that “brand partner quality/intimacy”, “love & passion” of brand relationship quality, and satisfaction in airline is academically the core variables. Second, departmentalizing results of groups, based on brand relationship quality, showed that cluster 1(group formed passive brand relationship) seemed to have relatively more preference proportion in low-cost airline than cluster 2(group formed aggressive brand relationship), whereas the feature of cluster 2 is to have many response about using airline over twice within a year. On the other hand, Cluster 2 seemed to have higher mean of satisfaction and loyalty about airline than cluster 1.

This study was conducted to examine the effect relationship among brand relationship quality, satisfaction, and loyalty of airline, and then to verify characteristics of groups, departmentalized by brand relationship quality. The results of this study elicited some implications. First, according to analysis results about the effect relationship among constructs, “brand partner quality/intimacy”, “love & passion” of brand relationship quality had a positive(+) influence on satisfaction and loyalty, satisfaction and loyalty are explained 76.7% and 78.3% respectively by these factors. Also, satisfaction had a positive influence(explanatory power=85.8%) on loyalty. Meanwhile, satisfaction had a direct effect on loyalty, and satisfaction was statistically found to be a mediating variable(partial mediation role) to connect antecedent variables(brand partner quality/intimacy, love & passion) and consequent variable(loyalty). Satisfaction is a full mediation variable between "self-connection" and "loyalty", because self-connection had effect on satisfaction, but had not effect on loyalty.
This shows that “brand partner quality/intimacy”, “love & passion” of brand relationship quality, and satisfaction in airline is academically the core variables. Second, departmentalizing results of groups, based on brand relationship quality, showed that cluster 1(group formed passive brand relationship) seemed to have relatively more preference proportion in low-cost airline than cluster 2(group formed aggressive brand relationship), whereas the feature of cluster 2 is to have many response about using airline over twice within a year. On the other hand, Cluster 2 seemed to have higher mean of satisfaction and loyalty about airline than cluster 1.