항공승무원에 대한 유사성 지각이 충성도에 미치는 영향 = 항공고객의 인식을 중심으로

다국어 초록 (Multilingual Abstract)

The aim of the study is to analyse the effects of characteristic similarity on service quality, trust and loyalty. Additionally, the study is designed to test the similarity attraction paradigm in the airline industry. To meet the specific objectives of the research, a survey was carried out by means of an self-administered questionnaire to a sample of 281 individuals. To test the hypothesis, it was used descriptive, reliability and validity tests, correlation, confirmatory factor analysis and structural equation modeling. The major results of this study are as follows: First, both personal-related and performance-related flight attendants characteristics have a positive impact on in-flight service quality. Second, personal-related characteristics had a positive effect but not performance-related characteristics on customer`s trust. Third, service quality had a positive effect on trust. The findings of study suggest that interpersonal and social bonding between a customer and flight attendants, which in turn was expected to forster trust and loyalty.