Relationship of Influence among Big Data-based Aviation Service Quality, Satisfaction and Reuse Intention
AUTHORS
Seung-Wan Ju,Department of Distribution Management, Tongmyung University, Busan, Korea
ABSTRACT
The level of the domestic aviation industry is insufficient compared to the overseas aviation industry, and it is time to prepare preemptive and active countermeasures for domestic airlines to create future growth engines and improve productivity through the use of big data, as well as through mid-to long-term strategies to cope with changes in industrial paradigm. A lot of studies dealing with this subject are proceeding at the level of nation and academia. However, the utilization of big data is still low, and the discussion applied to the aviation service field is insufficient. This study aims to conduct more dense research on the effects of big data-based services on the development of the domestic aviation industry, corporate image enhancement, and repurchase intention. To meet the purpose of this study, the theoretical basis of big data technology, aviation service, service quality, satisfaction, and repurchase intention is pursued through domestic and foreign literature and previous studies. And based on a theoretical basis, the research model and research hypothesis are set up and verified through empirical research. The empirical study surveyed those who received big data-based aviation services provided by domestic airports and airlines. The collected questionnaire data were used as basic data for empirical analysis, and demographic analysis, validity and reliability analysis, correlation analysis, and structural equation path analysis were conducted using the statistical program SPSS and AMOS. The academic implications of this study are that it presented an integrated model that explains the positive impact relationship in big data-based aviation services through the medium of service quality and satisfaction, and that practical research on users of big data-based aviation services was conducted. And as shown in the results of the mediating effect analysis, it is suggested that satisfaction should be considered more than any other service factors such as economic efficiency among the service provisions of airports or airlines. Therefore, if comparative studies including the users who received the services of overseas airports or overseas airlines are conducted in future studies, it will be helpful to suggest a more realistic and practical direction concerning satisfaction.
KEYWORDS
Big data, Aviation services, Service quality, Satisfaction, Repurchase intention
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