Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
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The Relationships of Website Quality, e-Satisfaction, e-Trust, and e-Loyalty in Low-Cost Carriers

저비용 항공사의 웹사이트 품질, e-만족, e-신뢰, e-충성도 간의 구조적 관계 연구

  • In, Ok Nam (Dept. of Airline service, Kwangju Women's University) ;
  • Kim, Seung Lee (Dept. of Airline Service, Honam University)
  • 인옥남 (광주여자대학교 항공서비스학과) ;
  • 김승리 (호남대학교 항공서비스학과)
  • Received : 2013.06.23
  • Accepted : 2013.10.11
  • Published : 2013.10.31
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Abstract

The A low-cost carriers(LCC)' website represents their public face to the world. Futhermore, distribution through their own websites is generally regarded as the being most cost effective for airlines The Internet website has become an effective marketing vehicle for low-cost carriers(LCC). The objective of this study was to examine theoretical relationship of website quality, e-satisfaction, e-trust, and e-loyalty to the low-cost carriers' website. The study sample included respondents who had visited any LCC websites in the last 12 months. Data were collected by conducting a web-based survey to maintain respondents' anonymity and overcome time and place constraints. From the 334 usable data obtained, hypotheses are tested using structural equation modeling. The results indicate that website quality, e-satisfaction, and e-trust are antecedents of e-loyalty in loyalty relationships between passengers and low-cost carriers' websites. Website quality positively influences e-satisfaction, e-trust while e-satisfaction. However, contrary to our expectation, e-satisfaction has a negative effect on e-trust. Managerial implications are provided following presentation of the findings.

최근 정보통신기술의 발달로 대부분 웹사이트의 외관과 디자인이 훌륭하게 제작되고, 이용도 손쉽게 할 수 있도록 제작되고 있다. 특히 저비용 항공사에서는 웹사이트의 품질이 고객의 항공기 예약과 구매에 직결되기 때문에 웹사이트 품질이 고객의 충성도에 중요한 요인으로 작용하게 된다. 저비용 항공사에 대한 고객의 충성도는 긍정적 구전과 재구매와 직결되기 때문에 웹사이트 품질향상에 많은 노력이 필요하다. 본 연구는 저비용 항공사 웹사이트 품질의 속성을 도출하고, 웹사이트 품질이 e-만족, e-신뢰, e-충성도에 영향을 미치는지에 대해서 검증하였다. 또한 e-만족, e-신뢰, e-충성도의 영향 요인을 검증하였다. 가설검증결과 저비용 항공사의 웹사이트 품질, e-만족, 그리고 e-신뢰는 e-충성도에 유의한 영향을 미치고, 웹사이트 품질은 e-만족과 e-신뢰에 유의한 영향을 미치는 것으로 연구되었다. 하지만 e-만족은 e-신뢰에 영향을 미치지 않는 것으로 연구되었다.

Keywords

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