[KSCI] Korea Science Citation Index Service

http://dx.doi.org/10.12985/ksaa.2018.26.3.066

A Study of the Effect of Perceived Service Quality under the New Service Environment on Formulating Airline's Global Brand(Joint Venture) Image

Kim, Tae-Joon (대한항공 국제업무실)
Kim, Kee-Woong (한국항공대학교 경영학과)
Park, Sung-Sik (한국교통대학교 항공운항학과)
Lee, Su-Mi (한국항공대학교 경영학과)

Publication Information

Journal of the Korean Society for Aviation and Aeronautics / v.26, no.3, 2018 , pp. 66-76 More about this Journal

Abstract

Terminal 2 of Incheon in'tl airport had made a grand opening since January 2018. Terminal 2 is currently operated by mainly Korean airline in cooperation with such skyteam members as Delta airline, Air France and Royal Dutch KLM. It is expected another three skyteam member airlines join the separate operation at terminal 2 since this coming winter. It is believed very meaningful research to analyze how separate operation of Global alliance of airlines affects the global brand image of an organization. To find out such effect, researchers have made an empirical analysis of perception of airline staffs working at terminal 2. This paper has focused on how the staffs perceive airline service quality in the changed working environment and on how significantly their perception on service has an effect on airline's global brand image with such moderating variables as organizational efficacy and organizational trust. According to empirical analysis using structural equation modeling, it was proven the variable of responsiveness among perceived airline service qualities had a direct significant effect on formulating airline's global brand image associated with joint venture between Korean airline and Delta airline. However, the other variables had a indirect significant effect on global brand image with moderating effects.

Keywords

Global alliance; Brand Image; Organizational Trust; Organizational Efficacy; Joint Venture;

Citations & Related Records

Reference

1	Brady, M. K., & Cronin, J. J. (2001). Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach. Journal of Marketing, 65, 34-49. DOI
2	Fodness, D., & Murray, B. (2007). Passengers' expectations of airport service quality. ,492-506. http://dx.doi.org/10.1108 /08876040710824852. DOI
3	Plummer (1985), "Brand Personality: A Strategic Concept for Multinational Advertising", Marketing Educator's Conference, Young & Rubicam, pp. 1-31, New York.
4	Dobni, D. and Zinkhan, G.M. (1990) In Search of Brand Image: A Foundation Analysis. Advances in Consumer Research, 17, 110-119.
5	Keller, K. L. (2003). Strategic brand management: building, measuring, and managing brand equity. Upper Saddle River, Prentice Hall.
6	HYUK-SOO,K .& YEON-SUN,K. (2010). Effects Win eBar's Brand Image on Guest Satisfaction, Loyalty, Revisit Intention. JOURNAL OF THE KOREA CONTENTS ASSOCIATION, 10, 433-443.
7	Yi Hsin Lin,.& Chris Ryan ,(2016) From mission statement to airline branding, Journal of Air Transport Management, Volume 53, 150-160. DOI
8	Aaker, D.A. (1991) Managing Brand Equity. The Free Press, New York.
9	Kevin Lane Keller, (1998) Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing 57(1)
10	Niklas Persson, (2010) An exploratory investigation of the elements of B2B brand image and its relationship to price premium, Industrial Marketing Manag ement, Volume 39, Issue 8, 1269-1277, DOI
11	Demircan, N., & Ceylan, A. (2003). Organizational trust concept: Causes and consequences. Celal Bayar University, Management and Economics, 10(2), 140-150
12	Halis, M., Gokgoz, G. ve Yasar, O. (2007). Orgutsel guvenin belirleyici faktorleri ve bankacilik sektorunde bir uygulama. Manas Universitesi Sosyal Bilimler Dergisi(17), 187-205.
13	Yilmaz, E. (2006). Okullardaki orgutsel guven duzeyinin okul yoneticilerinin etik liderlik ozellikleri ve bazi degiskenler acisindan incelenmesi. Yayinlanmamis Doktora tezi, Selcuk Universitesi Sosyal Bilimler Enstitusu.
14	Rousseau, D. M., Sitkin, S. B., Burt, R. S. and Camerer, C. (1998) 'Not So Different After All: A Cross-discipline View of Trust', Academy of Management Review 23(3), 393-404. DOI
15	Altuntas, S. & Baykal, U. (2010). Relationship between nurses' organizational trust levels and their organizational citizenship behaviors, Journal of Nursing Scholarship, 42 (2), pp. 186-194. DOI
16	BYUNG-MOO, H. & SUNG-JONG, K. (2015). The Influence of Job Engagement on Customer-Orientation : Mediating Effect of Organization Trust. JOURNAL OF THE KOREA CONTENTS ASSOCIATION, 15, 443-453 DOI
17	McEvily, B. and Tortoriello, M. (2011). Measuring trust in organizational research: review and recommendations. Journal of Trust Research, 1(1), 23-63. DOI
18	Schoorman, F. D., Mayer, R. C., & Davis, J. H. (2007). An integrative model of organizational trust: Past, present, and future. Academy of Management Review, 32(2), 344-354. DOI
19	Chen, G., Gully, S. M., & Eden,D. (2001). Validation of a new GeneralSelf-Efficacy Scale. Organizational Research Methods, 4, 62-83 DOI
20	Bandura, A. (1997). Self-efficacy: The exercise of control. New York, NY, US: W H Freeman/Times Books/ Henry Holt & Co.
21	Benight, C. C. & Bandura, A. (2004). Social cognitive theory of posttraumatic recovery: The role of perceived self-efficacy. Behaviour Research and Therapy, 42, 1129-1148. DOI
22	Sampson, R. J., S.W. Raudenbush, and F. Earls. 1997. Neighborhoods and violent crime: A multilevel study of collective efficacy. Science 277:918-24.
23	Bandura, A. (1982). Self-efficacy mechanism in human agency. American Psychologist, 37, 122-147. DOI
24	Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice-Hall.
25	Bandura, A. (1997). Self-efficacy: The exercise of control. New York, NY, US: W H Freeman/Times Books/ Henry Holt & Co.
26	J.R. Averill, G. Catlin, K.K. (1990) Chon, Rules of hope Springer-Verlag, New York, NY.
27	R.S. Lazarus, (1991), Emotion and adaptation Oxford University Press, New York, NY.
28	Selcuk, P., (2018), Evaluating airline service quality using a combined fuzzy decision-making approach, Journal of Air Transport Management, 68, pp.48-60 DOI
29	Gupta, H. (2018), Evaluating service quality of airline industry using hybrid best worst method and VIKOR, Journal of Air Transport Management, 68, pp.35-47 DOI