친환경 항공사의 총체적 이미지가 고객시민행동에 미치는영향에 관한 연구: 이용객의 개인적인 특성을 중심으로 = A study on overall image and customer citizenship behavior in an environmentally friendly airline context: Focusing on the personal characteristics

다국어 초록 (Multilingual Abstract)

Recently, people are getting more interested in global environmental problems, so they try to purchase more eco-friendly products. The importance of this issue is no exception to the airline industry. Many airlines try to product the environment through environmental-friendly management. This study explored the importance of overall image in an environmentally friendly airline context. More specifically, this study proposed that overall image has a significant effect on customer citizenship behavior (i.e. advocacy, tolerance, feedback, and helping). Furthermore, this study tried to identify statistical differences between the above five concepts and socio-demographic and flight experience-related profiles. Data were collected from 316 airline passengers using an online survey in Korea. The results of data analysis showed that overall image positively affects four sub-dimensions of customer citizenship behavior. In addition t-tests and one-way ANOVA results indicated there were statistical differences in socio-demographic and flight experience-related profiles such as age, income level, education level, and the experience of hearing about an environmentally friendly airline.

참고문헌 (Reference)

1 안소영, "호텔기업의 문화마케팅이 기업브랜드이미지와 관계지속의도에 미치는영향 연구 - 사회적 책임활동(CSR) 중 자선적 책임인식의 조절효과 -" 한국호텔외식관광경영학회 23 (23): 255-273, 2014

2 김건휘, "호텔 레스토랑의 이미지 속성이 고객만족에 미치는 연구: 고객 구매의도를 조절효과로" 한국엔터테인먼트산업학회 10 (10): 77-85, 2016

3 정정희, "친환경식품 선택 동기가 지각된 가치, 소비자 태도, 고객충성도에 미치는 영향에 관한 연구" 한국관광연구학회 30 (30): 211-226, 2016

4 지윤호, "친환경 호텔 객실서비스 요인의 중요도 - 실행도 분석" (사)한국관광레저학회 28 (28): 131-144, 2016

5 김은주, "인구통계학적 특성과 여행특성별 항공사 선택 요인의 중요도 차이 검정" 10 (10): 71-85, 1998

6 황진수, "데이터 마이닝을 이용한 청계천 개발 선호도에 따른 관광객의 인구통계학적 특성 및 관광 행동 패턴에 관한 연구" (사)한국관광레저학회 22 (22): 395-414, 2010

7 전효진, "김제지평선축제 관광객의 인구통계적 특성에 따른 방문동기 차이 검증 연구" 대한관광경영학회 29 (29): 257-272, 2015

8 두민영, "구매 상황이 친환경 제품의 선호도에 미치는 영향: 패키지 색상의 조절 효과" 한국디자인학회 29 (29): 157-167, 2016

9 Rosenbaum, M. S., "When customers receive support from other customers : exploring the influence of inter customer social support on customer voluntary performance" 9 (9): 257-270, 2007

10 Lee, J. S., "Understanding how consumers view green hotels : how a hotel's green image can influence behavioural intentions" 18 (18): 901-914, 2010

11 Prendergast, G., "The influence of store image on store loyalty in Hong Kong's quick service restaurant industry" 5 (5): 45-59, 2002

12 Tat Keh, H., "Retail customers as partial employees in service provision : a conceptual framework" 29 (29): 370-378, 2001

13 Gruen, T. W., "Relationship marketing activities, commitment, and membership behaviors in professional associations" 64 : 34-49, 2000

14 Nunnally, J. C., "Psychometric theory" McGraw-Hill 1978

15 Jani, D., "Personality, satisfaction, image, ambience, a nd loyalty : Testing their relationships in the hotel industry" 37 : 11-20, 2014

16 Bloemer, J., "On the relationship between store image, store satisfaction and store loyalty" 32 (32): 499-513, 1998

17 Williams, S., "Mood and organizational citizenship behavior : The effects of positive affect on employee organizational citizenship behavior intentions" 133 (133): 656-668, 1999

18 Voss, K. E., "Measuring the hedonic and utilitarian dimensions of consumer attitude" 40 (40): 310-320, 2003

19 Han, H., "Impact of hotel-restaurant image and quality of physical-environment, service, and food on satisfaction and intention" 63 : 82-92, 2017

20 Groth, M., "Handbook of organizational citizenship behavior" Nova Science Publishers 411-430, 2004

21 Lengnick-Hall, C. A., "From recipient to contributor: examining customer roles and experienced outcomes" 34 (34): 359-383, 2000

22 Han, H., "Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers’ eco-friendly decision-making process" 28 (28): 519-528, 2009

23 "Eco-skies"

24 Groth, M., "Customers as good soldiers : Examining citizenship behaviors in internet service deliveries" 31 (31): 7-27, 2005

25 Yi, Y., "Customer value co-creation behavior : Scale development and validation" 66 (66): 1279-1284, 2013

26 Halbesleben, J. R., "Considering the labor contributions of students : An alternative to the student-as-customer metaphor" 78 (78): 255-257, 2003

27 Chang, P. L., "Building consumer–brand relationship: A cross‐cultural experiential view" 23 (23): 927-959, 2006

28 Crompton, J. L., "An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image" 17 (17): 18-23, 1979

29 아시아나 항공, "2015 아시아나항공 지속가능성보고서"