사회적, 심리적, 고객화 혜택이 신뢰 및 몰입에 미치는 영향에 관한 연구

Abstract

This study regards it as meaningful to examine about which relationship benefits strategies should be provided to raise trust & commitment of airline passengers by conducting a study overall about an impact on trust & commitment in relationship benefits(social, psychological, economical, customization benefits) perceived by airline passengers. The finding of this study are referring to: First, this study shows that the higher perception about relationship benefits, the higher trust the passengers have. Second, the higher perception about relationship benefits, the higher commitment they have. Third, the higher trust about the Airline. the higher commitment they have. This study have the following current events. First, the relationship benefits perceived by airline passengers have a beneficial influence on trust & commitment and social benefits have the most beneficial influence on trust & commitment among the factors of relationship benefits. Second, the measure item on relationship benefits of airlines will offer basic information to invigorate relationship marketing in the airline industry. Third, Airline industry will need to make an effort to secure the safety and trust because airline passengers put tremendous emphasis on the safety and trust in choosing an airline. Fourth, Airlines will need to offer various services for passengers on the internet such as mileage points, discounts, and fare checking service. Fifth, Relationship benefits and trust should be premised to have passengers feel psychological attachment on airlines. To do it, the airlines will need to offer appropriate services by understanding the passengers' needs and wants. This study has some limitations and the post studies need to implement as belows: First, This study has some limitations on generalization for the whole passengers of other areas because this study is limited to Gimhae airport. Second, A further studies need to implement for suitable scale development of airlines and obvious verification need to be required as well. Third, This study set up trust & commitment as effect variable of relationship benefits It will be a meaningful study to include more various effect variable in the post study. Forth, It will be a meaningful study to review the differences of relationship benefits perceived between airline passengers for business and tour and also review the relationship between relationship benefits and other effect variable.