Impact of choice attributes perceived by Korean airline passengers on relationship quality during the COVID-19 pandemic

Nurture Pub Date : 2024-06-12 DOI:10.55951/nurture.v18i3.750
Su Min Kim, Yoon Joo Park, HyoungChul Shin
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Abstract

Purpose: This study investigates the relationship between the choice attributes of the passengers of a Korean airline and relationship quality during the COVID-19 pandemic in South Korea. Design/Methodology/Approach: This study used a quantitative approach and conducted an online survey using Google Forms through the convenience sampling method on users with experience in domestic and international airlines within the past month. It received 300 valid responses. The data were analyzed using Statistical Package for the Social Sciences version 21. Findings: This study hypothesized that a significant relationship exists between airline selection attributes and the quality of relationships. The results demonstrate that satisfaction significantly influences trust. Conclusion: This study demonstrated that choice attributes as perceived by passengers exert a significant influence on determining the quality of relationships between airlines and customers. Research Limitations and Implications: The data were collected using an online questionnaire due to the COVID-19 situation. This aspect is a limitation of the study because it is highly dependent on the honesty and willingness of the respondents. Practical Implications: This study found that airlines can improve the quality of relationships with customers by overcoming crises if they can increase satisfaction by grasping the selection attributes pursued by customers. This study suggests appropriate marketing strategies for airline managers in Korea.
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在 COVID-19 大流行期间,韩国航空公司乘客认为的选择属性对关系质量的影响
目的:本研究调查了韩国 COVID-19 大流行期间韩国航空公司乘客的选择属性与关系质量之间的关系。设计/方法/途径:本研究采用定量方法,通过便利抽样法,使用谷歌表单对过去一个月内有国内和国际航空经验的用户进行在线调查。共收到 300 份有效回复。数据使用社会科学统计软件包第 21 版进行分析。研究结果本研究假设航空公司的选择属性与关系质量之间存在显著关系。结果表明,满意度对信任度有重大影响。结论本研究表明,乘客所感知的选择属性对航空公司与客户之间关系质量的决定具有重要影响。研究局限性及启示:由于 COVID-19 的原因,本研究使用在线问卷收集数据。这方面是研究的局限性,因为它高度依赖于受访者的诚实和意愿。实际意义:本研究发现,航空公司如果能通过把握客户追求的选择属性来提高满意度,就能通过克服危机来改善与客户关系的质量。本研究为韩国航空公司管理者提出了适当的营销策略建议。
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