A Study on the Impact of Customer Satisfaction and Repurchase Intention by the Characteristics of the Airline's Smartphones Application According to Customer Types

Abstract

Today, as IT technology has developed, a personal device of smart phone which is a combination of cellular phone, PC, and Internet has propagated. The prevalence of the smart phone and rapid growth market of application have a big impact on the circumstance of existing cellular phone market and the preference of the customer. The market of the application along with the popularization of the smart phone turns out into unlimited potential service method to the domestic airlines. Recently, the domestic airlines offer ‘the airline smart phone application service' to customers to provide the aviation information anytime or anywhere. Academically, former researchers has been actively studied for the customer satisfaction, constant use, and word of mouth effect. Yet, the study on the factors of airline's application service quality affect customer satisfaction and intention of reuse has not studied. Thus, this study is significant that the result of the former study on correlation of the service quality and the customer satisfaction has applied to the airline's smart phone application circumstance. The study means to examine an awareness and attitude of the customer practically. The services that airline's smart phone application offered are largely dived into 5 part: contents, e-service quality, and e-service recovery, Airlines Price, Schedule. In this study, the precedent variable which affects on airline's smart phone application service quality is verified, and the effects of customer satisfaction to the intention of reuse is analyzed. These verification and analysis offer practical implications to the domestic airlines, and suggest the marketing strategy to improve the quality of the application service. The result implies to the airline which offers application service needs to pay attention to develop a design. The design ought to be stylish and sensuous to present distinct image of the airline for targeting the main application users who are twenties and thirties. To materialize the latest liable security system, research/development will be necessary. Through the activation of SNS, relationship construction service, along with the development of the smart phone, domestic airlines accommodate the constant relationship between service use and provider. This study is to examine the airline's smart phone application as it appeared as new airline's service channel. It presents the characteristic of the quality of airline's smart phone application and the factors influencing on the customer satisfaction and the intention of reuse. SPSS 18.0 is used for actual analysis, and the summary of the study result is following. First, the services that airline's smart phone application offered are largely dived into 3 part: contents, e-service quality, and e-service recovery. As a result, the satisfaction of the passengers who are using the services is influenced in the order of design of the contents, security of the e-service quality, practicability, compensation of e-service recovery, entertainment of contents, obligation of e-service recovery, and interaction of contents. The result implies to the airline which offers application service needs to pay attention to develop a design. The design ought to be stylish and sensuous to present distinct image of the airline for targeting the main application users who are twenties and thirties. To materialize the latest liable security system, research/development will be necessary. Through the activation of SNS, relationship construction service, along with the development of the smart phone, domestic airlines accommodate the constant relationship between service use and provider. Second, the customer satisfaction on the quality of airline's smart phone application service appears to affect the intention of reuse. Particularly, key point of intention of reuse in airline application is customer's intention to relationship with company.