- E-ISSN2288-2766
- KCI
E-ISSN : 2288-2766
A Study on the Customer Value of Airline's SNS: Focused on Improving Customer Satisfaction by Customer Value Type
Park， So Yeon
Hye-Yoon PARK
Abstract
Purpose – The research was conducted to understand how the values of customers using airline SNS effects customer satisfaction and trust. By finding out which characteristics of customer values lead to customer satisfaction and gaining trust, the research concludes with suggestions for various airlines to use such characteristics to maintain customers through SNS. Research design, data, and methodology – The research period of this study was conducted on people who have used SNS operated by domestic airlines for two months from May to July, 2020. 342 copies were finally samples for the study. Result – The results of the relationship between customers’ values and customer satisfaction amongst those who use airlines’ SNS show that practical, pleasure, and social components all have a positive effect on customer satisfaction. The relationship between customers’ values and customer trust amongst those who use airlines’ SNS show that practical and pleasure components have a positive effect on trust while the social component didn’t yield a positive effect on trust. Conclusion – Identifying and understanding SNS users’ value structure and providing specific guidelines for customer value components can help demonstrate the causal relationship between customer value components, customer satisfaction, and trust. Also, evidence of applicable customer value theory could be provided.
- keywords
- SNS Customer Value, Customer Satisfaction, Trust
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