East Asian Journal of Business Economics (EAJBE) (동아시아경상학회지)

East Asia Business Economics Association (동아시아경상학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Customer Value of Airline's SNS: Focused on Improving Customer Satisfaction by Customer Value Type

  • Received : 2021.02.02
  • Accepted : 2021.04.16
  • Published : 2021.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

Purpose - The research was conducted to understand how the values of customers using airline SNS affects customer satisfaction and trust. By finding out which characteristics of customer values lead to customer satisfaction and gaining trust, research concludes with suggestions for various airlines to utilize such characteristics to maintain customers through SNS. Research design, data, and methodology - The data were collected from May to July 2020 for two months from the people who used SNS operated by domestic airlines. 342 samples were selected and used as final samples for the study. Result - The results of the relationship between customers' values and customer satisfaction amongst those who use airlines' SNS show that practical, pleasure and social components all have a positive effect on customer satisfaction. The relationship between customers' values and customer trust amongst those who use airlines' SNS show that practical and pleasure components have a positive effect on customer trust while social component didn't yield a positive impact on customer trust. Conclusion - Identifying and understanding SNS users' value structure and providing specific guidelines for customer value components can help demonstrate the causal relationship between customer value components, customer satisfaction, and trust. Also, evidence of applicable customer value theory could be provided.

Keywords

References

  1. Alan, A. K., & Kabaday, E. T. (2014). Quality antecedents of brand trust and behavioral intention. Procedia-social and behavioral sciences, 150, 619-627. https://doi.org/10.1016/j.sbspro.2014.09.081
  2. Boyd, D. M., & Ellison, N. B. (2008). Social-network site: definition, history, and scholarship. Journal of computermediated communication, 13(1), 210-230.
  3. Carpenter, J. M. (2008). Consumer shopping value, satisfaction and loyalty in discount retailing. Journal of retailing and consumer services, 15(5), 358-363. https://doi.org/10.1016/j.jretconser.2007.08.003
  4. Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management decision, 50(3), 502-520. https://doi.org/10.1108/00251741211216250
  5. Choi, S. A., & Hong, M. H. (2015). Research for the satisfaction of social network service: Functional elements of Instagram and Facebook. Cartoon & animation studies, 40(40), 423-442. https://doi.org/10.7230/KOSCAS.2015.40.423
  6. Choi, S. J., & Kang, Y. S. (2016). Consumers' intentions for the usage of mobile payments: Extending UTAUT with innovativeness, trust and network effect. International telecommunications policy review, 23(4), 29-52.
  7. Choi, W. S., & Lee, S. B. (2012). Effects of Jeju tourists on perceived values, attitudes, and intentions of behavior. Journal of tourism sciences, 18(5), 45-62.
  8. De Ruyter, K., Moorman, L., & Lemmink, J. (2001). Antecedents of commitment and trust in customer-supplier relationships in high technology markets. Industrial marketing management, 30(3), 271-286. https://doi.org/10.1016/S0019-8501(99)00091-7
  9. Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of marketing, 61, 35-51. https://doi.org/10.2307/1251829
  10. Flavian, C., Guinaliu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & management, 43(1), 1-14. https://doi.org/10.1016/j.im.2005.01.002
  11. Gounaris, S. P. (2005). Trust and commitment influence on customer retention: Insights from business-to-business services. Journal of business research, 58, 126-140. https://doi.org/10.1016/S0148-2963(03)00122-X
  12. Gu, C. M. (2017). Changes in hotel paradigm with the advent of the 4th industrial revolution. Korea tourism policy, 67(spring), 85-92.
  13. Hogberg, B. (2002). Trust and opportunism in supply chain relationships. Proceedings of the 18th IMP conference, Dijon, France, from www.escdijon.com/fr/imp/papers.usp.
  14. Holbrook, M. B. (2006). Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay. Journal of business research, 59(6), 714-725. https://doi.org/10.1016/j.jbusres.2006.01.008
  15. Jansen, D., Goertz, R., & Heidler, R. (2009). Knowledge production and the structure of collaboration networks in two scientific fields. Scientometrics, 83(1), 219-241. https://doi.org/10.1007/s11192-009-0022-1
  16. Jih, W. J., Lee, S. F., & Tsai, Y. C. (2007). Effects of service quality and shared value on trust and commitment: An empirical study of 3Cs product customers in Taiwan. International journal of business studies, 15(2), 83-98.
  17. Jo, Y. H., Jang, D. S., & Choi, G. J. (2010). A study on the causality of service value of airline. Journal of the aviation management society of Korea (Spring), 313-327.
  18. Kang, C. K. (2017). The effect of general hospital inpatient's perceived service quality on satisfaction and customer loyalty. The journal of the Korea contents association, 17(12), 617-627. https://doi.org/10.5392/JKCA.2017.17.12.617
  19. Karjaluoto, H., Jayawardhena, C., Leppaniemi, M., & Pihlstrom, M. (2012). How value and trust influence loyalty in wireless telecommunications industry. Telecommunications policy, 36(8), 636-649. https://doi.org/10.1016/j.telpol.2012.04.012
  20. Kassim, N., & Abdullah, N. A. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings. Asia pacific journal of marketing and logistics, 22(3), 351- 371. https://doi.org/10.1108/13555851011062269
  21. Kim, B. I., & Kim, B. G. (2020). Job satisfaction and organizational commitment and effect of HRD in logistics industry. Journal of distribution science, 18(4), 27-37. https://doi.org/10.15722/jds.18.4.20204.27
  22. Kim, C. S., & Joo, H. Y. (2014). A study on the impact on customer value perception and use intention to customer satisfaction of mobile shopping. Journal of Korean institute of information technology, 12(5), 141-148.
  23. Kim, H. W., S. Gupta, S., & Koh, J. (2011). Investigating the intention to purchase digital items in social networking communities: A customer value perspective. Information and management, 48(6), 228-234. https://doi.org/10.1016/j.im.2011.05.004
  24. Kim, W. M., Bae, S. W., & Lee, S. H. (2001). Effects of after-sales service quality of consumer-durable goods on service value, satisfaction, and brand loyalty. Journal of marketing management research, 11(4), 67-95.
  25. Kim, Y. G., & Jang, H. Y. (2010). The effects of TAM, SERVQUAL, e-service quality on satisfaction, trust, and reuse intention in e-banking service. Journal of Korea service management society, 11(1), 131-157. https://doi.org/10.15706/jksms.2010.11.1.006
  26. Lai, F., Griffin, M., & Babin, J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of business research, 62(10), 980-986. https://doi.org/10.1016/j.jbusres.2008.10.015
  27. Lee, J. M. (2019). The relationships among brand assets, customer satisfaction, brand trust, and brand loyalty related to golf products. East Asian journal of business economics, 7(3), 75-81. https://doi.org/10.20498/EAJBE.2019.7.3.75
  28. Lee, J. S., & Park, M. J. (2013). The relationship among service-scape, emotional response and behavior intention in hotel restaurant. Journal of Korea service management society, 6(2), 105-128.
  29. Lee, J. W., Seo, H. M., Kim, J. C., & Chang, K. R. (2014). Effects of sporting goods consumer's information search and shopping channels on customer value and reuse intention. Korean society for sport management, 19(1), 77-93.
  30. Lee, Y. S., & Lee, S. Y. (2017). The relationships among needs for self-expression, SNS's social function and continued use intention of SNS users. Korea logistics review, 27(3), 147-161.
  31. Lyu, M. K., & Yang, H. C. (2013). The effect of trust and justice on relation satisfaction and long-term commitment in franchise business. Journal of distribution science, 11(1), 25-34. https://doi.org/10.15722/jds.11.1.201301.25
  32. Ministry of Science and ICT. (2019). https://www.msit.go.kr.
  33. Oh, H. M., & Kim, K. W. (2017) Customer satisfaction, service quality, and customer value: years 2000-2015. International journal of contemporary hospitality management 29(1), 2-29. https://doi.org/10.1108/IJCHM-10-2015-0594
  34. Oh, M. H., & Kim, I. (2014). The effect of consumer attitude toward fashion products on SNS's characteristics to purchase intention and on-line word of mouth. Journal of fashion design, 14(1), 101-120.
  35. Park, S. J., & Lee, S. B. (2015). A study on the effects of the characteristics of SNS providing restaurant information on relation commitment and relationship retention intention: Targeting users of restaurant information. International journal of tourism and hospitality research, 29(6), 213-231.
  36. Park, S. Y. (2020). Study on distributive and procedural justice of flight attendant. Journal of distribution science, 18(3), 43-51. https://doi.org/10.15722/jds.18.3.20203.43
  37. Patrick, J. F. (2002). Development of multi-dimensional scale for measuring perceived value service. Journal of leisure research, 34(2), 119-134. https://doi.org/10.1080/00222216.2002.11949965
  38. Rafaeli, A., & Vilnai-Yavetz, I. (2004). Emotion as a connection of physical artifacts and organizations. Organization science, 15(6), 671-686. https://doi.org/10.1287/orsc.1040.0083
  39. Rizavi, S. S., Ali, L., &.Mustafarizavi, S. H. (2011). User perceived quality of social networking websites: A study of Lahore region, interdisciplinary. Journal of contemporary research in business, 2(12), 902-913.
  40. Salman, A. (2013). Assessment of LMX as mediator in procedural justice -organizational citizenship behavior relationship. East asian journal of business economics, 1(1), 1-7. https://doi.org/10.13106/EAJBE.2013.VOL1.NO1.1
  41. Shafiq, R., Raza, L., & Zia-ur-rehman, M. (2011). Analysis of the factors affecting customers' purchase intention: The mediating role of perceived value. African journal of business management, 5(26), 10577-10589.
  42. Shin. M. H., Oh, S. H., Hwang, D.Y., Seo, S. S., & Kim, Y. C. (2012). Effect of SNS characteristics on consumer satisfaction and purchase intention of agri-food contents. The journal of the Korea contents association, 12(11), 358-367. https://doi.org/10.5392/JKCA.2012.12.11.358
  43. Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgement. Journal of the academy marketing science, 28(1), 150-160. https://doi.org/10.1177/0092070300281014
  44. Sweeney, J. C. & Soutar, G. N. (2006). Consumer perceived value: The development of a multiple item scale. Journal of retailing 77(2), 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0
  45. Umunnakwe, C., Kim, G. B. (2019). The impact of service quality, satisfaction, trust on customer loyalty for mobile operators in Nigeria. East Asian journal of business economics, 7(2), 31-41. https://doi.org/10.20498/EAJBE.2019.7.2.31
  46. Woodruff, R. (1997). Customer value: The next source for competitive advantage. Journal of the academy of marketing science, 25(2), 139-153. https://doi.org/10.1007/BF02894350
  47. Xu, J., & Liu, Z. (2010). Study of online stickiness: Its antecedents and effect on repurchase intention. Institute of electrical and electronics engineers (2010 International conference), 116-12.
  48. Yang, D. H. (2017). A study on consumer eating out purchases in accordance with the food lifestyle: Focusing on the moderating effects of consumer culture. Culinary science & hospitality research, 22(5), 13-24. https://doi.org/10.20878/cshr.2016.22.5.002002002
  49. Yuen, K. F., Wang, Y. D., & Zhou, W. Q. (2018). The effect of sustainable shipping practices on shippers' loyalty: The mediating role of perceived value, trust and transaction cost. Transportation research, 116, 123-135. https://doi.org/10.1016/j.tre.2018.06.002