In:
The Tourism Sciences Society of Korea, The Tourism Sciences Society of Korea, Vol. 47, No. 8 ( 2023-11-30), p. 133-157
Abstract:
Based on the social exchange theory, this study proposes a conceptual model to understand the relationship between airline customer equity, brand satisfaction, emotional customer-brand relationship, and brand loyalty. The goals of this study are threefold: 1) to examine the direct effect of customer equity on brand satisfaction, emotional customer-brand relationship, and brand loyalty; 2) to identify the indirect effect of brand satisfaction and emotional customer-brand relationship on the relationship between customer equity and brand loyalty; and 3) to verify the moderating effect of switching costs in financial, procedural, and relational terms. To validate this study, a survey was conducted among users of full-service airlines using an online survey company. Twenty-eight questionnaires with missing values or insincere responses were excluded, leaving 392 out of 420 for analysis. The study found that an airline's customer equity has a direct effect on brand satisfaction and emotional customer-brand relationship, and an indirect effect on brand loyalty. Moreover, financial and relational switching costs were found to have a moderating effect. The study confirms that brand satisfaction and emotional customer-brand relationship mediate the relationship between customer equity and brand loyalty in airlines. Additionally, it was confirmed that financial and relational switching costs act as barriers to switching.
Type of Medium:
Online Resource
Uniform Title:
항공사의 고객자산이 감정적 고객-브랜드관계, 브랜드 만족 및 충성도에 미치는 영향
DOI:
10.17086/JTS.2023.47.8.
DOI:
10.17086/JTS.2023.47.8.133.157
Language:
Unknown
Publisher:
The Tourism Sciences Society of Korea
Publication Date:
2023
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