항공서비스 불만족 요인과 불평행동에 관한 연구 = (A) study on the dissatisfaction and complaints of airline services

다국어 초록 (Multilingual Abstract)

Despite the fact that there have been many studies on airline customer satisfaction; it is also true that there has been scanty of investigation into the dissatisfaction and complaints of airline services.
Considering the issue rose afore, the study, therefore, is to investigate into the types of dissatisfaction and complaint of airline services based on the theoretical observation and factual analysis, and thereby to suggest measures to tackle this matter by airline market.
To this end, existing studies on complaint behavior and dissatisfaction factors was reviewed to set study area, and decisive factors of complaint behavior were looked into, and then questionnaireresearch was carried out.
And the data was processed through the SPSS12.0 for the reliability analysis to see the internal consistency and then a factor analysis was carried out for feasibility assessment. And for the understanding of the relationship of the decisive factors of complaint behavior and the type of complaint behaviors, regression analysis was carried out, and to look into the difference of types of dissatisfaction factors and complaint behaviors by characteristics of airline customers, and them T-test and Anova were carried out.
And the findings are as follows:
First, dissatisfaction factor was known to affect the complaint factor, especially, of them, the factors that appeared to affect personal principle were only responsiveness, tangibles, security, and reliability.
Second, Complaint behavior decisive factors appeared to affect the types of complaint-causing behaviors, especially personalprinciple, social damage or benefit, complaint cost, controllability over high status men, and success factor appeared to influence the stoppage of the type of service purchasing, while only personal principle, the important of product, and complaint cost factor appeared to influence the category of negative transmission.
Third, there appeared categorical difference regarding complaint behaviors. The analysisresulted in that there appeared to be difference in the category of complaint behaviorby sex, age, occupation and monthly income, educational background, nationality of airline, annual frequency of use and the purpose of the use.
In conclusion, even though there can be various factors that can cause dissatisfaction to airline customers, it is important to analyze a factor which can critically affect complaint-causing factor, so thereby airline companies should do their best to remove complaintfactors making use of their marketing efforts. And it is necessary to set up various marketing strategy by subdivision of the markets.
It is also necessary for the managers to minimizedissatisfaction and to review the process of complaint handling by providing continued service education to remove cause for dissatisfaction and by promoting service orientation through employee incentive system. And understanding the types of customer complaint behaviors from the analysis of previous cases and resolving them can turn around dissatisfaction customers to satisfied customers.

목차 (Table of Contents)

• 목차 = ⅰ
• 감사의 글
• 표목차 = ⅱ
• 그림목차 = ⅲ
• ABSTRACT = ⅳ
• 제1장 서론 = 1
• 제1절 문제의 제기 = 1
• 제2절 연구의 목적 = 3
• 제3절 연구의 방법 및 범위 = 5
• 제2장 이론적 배경 = 6
• 제1절 항공서비스 = 6
• 제2절 항공서비스 고객만족·불만족 이론 = 14
• 제3절 불평행동 = 22
• 제4절 불평행동의 결정요인 = 35
• 제3장 연구의 설계 및 조사방법 = 50
• 제1절 연구모형의 설계 = 50
• 제2절 연구가설의 설정 및 검증방법 = 56
• 제3절 조사설계 = 57
• 제4장 가설검증과 실증분석 = 60
• 제1절 연구결과 분석 = 60
• 제2절 연구가설의 검증 = 72
• 제5장 결론 = 91
• 제1절 연구결과의 요약 및 시사점 = 91
• 제2절 연구의 한계 및 향후 연구과제 = 94
• 참고문헌 = 96