- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
A Study on the Image of Male Flight Attendant on Customer Satisfaction
Park, Hye-Yoon
Park, So-Yeon
Abstract
Purpose - Many studies have shown the effects of the external images of female flight attendants on the customers' satisfaction. Recently, the perception of male flight attendants has become more important and positive, and airlines are hiring a significant number of male flight attendants every year. Due to the lack of research on the male flight attendant, however, the images of male flight attendants were investigated for this study. Research, design, data and methodology - Using survey techniques with 204 respondents, this study used analytical data based their resulting analysis. Results - The study examined whether the image of the male flight attendant affects the cognitive and emotional perceptions of customers. The focus of the present study is the external image of the male flight attendant, and the following image-component divisions were formed: hairstyle, body type, uniform, speech, and facial expression. Conclusions - The study purpose sought to determine whether the image of the male flight attendant exert effects on the emotional and cognitive images of airlines, and if these images have a positive effect on the customers' satisfaction and loyalty for an airline, so that airlines can use the external image of the male flight attendant to help with its own image reinforcement.
- keywords
- Male Flight Attendant, Image, Satisfaction
Reference
Beerli, A., & Martin, J. D. (2004). Factors influencing destination image. Annals of tourism research, 31(3), 657-681.
Beerli, A., & Martin, J. D. (2004). Tourist' characteristics and the perceived image of tourist destinations; A quantitative analysis-a case study of Lanzarote, Spain. Tourism Management, 25(5), 623-636.
Bjorntorp, P. (1997). Fat distribution, insulin resistance and metabolic disease. Nutrition, 12, 795-803.
Cash, T. F., & Henry, P. E. (1995). Women's body images:The results of a national survey in the USA. Sex roles, 33(1-2), 19-28.
Choi, H. (2010). A Comparative Study of Different Images of Flight Attendants Between Korean and American Students. Journal of Tourism Research Journal, 24(1), 99-118.
Hyun, J. H., & Kim, G. B. (2016). Effects of the Satisfaction, Revisit and Intention of Recommendation by the Image of the Local Festival: Focused on the Pork Festival in Jeju. Journal of the Korea Contents Association, 16(6), 493-506.
Jeong, N. N. (2001). Proposal of method of design for development of Cabin Uniforms for Korean Air Flight Attendants, Master's dissertation, Ewha Woman's University.
Kang, M. J., & Hwang, H. J. (2014). The Effect of Employee's Perception of a Supervisor's Servant Leadership on Employee's Perceived Organization's Support: The Mediating Effect of Employee's Perceived Supervisor's Supports. Journal of Distribution Science, 12(3), 105-109.
Kim, B. G. (2001). Research Articles: Destination Image Formation: Cognitive and Affective image. Journal of Tourism Sciences, 25(1), 271-290.
Kim, E. S. (2002). Study on the Effect of Image of Cabin Crews upon Airlines Image. Master's dissertation, Jeonju University.
Kim, M. S. (2003). Study of Airline Passengers'Expectations of Female Flight Attendants'Appearance Image and Its Impact on Customers'Satisfaction and Repurchase Intention in the Airline Industry. Master's dissertation, Kyonggi University.
Kim, M. S. (2011). Study on airline’s customer satisfaction and loyalty by evaluation of consumer’s choice attribute for low cost carriers. Journal of tourism &leisure research, 23(4), 257-273.
Kyo. (2010). Structural study on eco-tourism destination cognitive and affective images, tourist, satisfaction and destination loyalty: Case of GEOPARK Mount Yuntai in China. doctorial dissertation, Paichai University.
Lee, M. S., & Kim, J. S. (1995). The Effect of Garment Formality, Yin-Yang Level, and Body Type on Impression Formation(Part1). Journal of the Korean Society of Clothing and textile, 19(6), 1017-1026.
Lee, Y. D. (2009). A Study on the factors affecting an image of the cabin crews: concentrating on cabin crews of K airlines. Journal of the Aviation Management Society of Korea, 10(1), 175-185.
Lim, H. M. (2005). A Research on The Uniform Replacement for Airlines’ Image Marketing Strategy – Focused On Flight Attendant Uniform. A study of Communication Design. Master's dissertation, Inje University.
Namgung, J. R. (2016). Customer Loyalty according to Low-Cost Carriers Flight Attendant's Uniforms:Focusing on the mediating Effects of Emotional Image. Journal of tourism & leisure research, 28(5), 261-278.
O'Neal, G. S., & Lapitsky, M. (1991). Effect of Clothing as Nonverbal Communication on Credibility of the Message Sours. Clothing and Textiles Research Journal, 9(1), 28-34.
Park. E. S. (2000). A study on the determinants of the Korean tourism image in U.S. travel trade. doctorial dissertation, Kyonggi University.
Park, J. W., Lee, Y. S., & Park, K. W. (2007). A Study on the Importance and Satisfaction of Airline Service Quality. Journal of the Korea Contents Association.
Pike, S., & Ryan, C. (2004). Destination positioning analysis through a comparison of cognitive, affective, and cognitive perceptions. Journal of travel research, 42(4), 333-342.
Richards, G., & Wilson, J. (2004). The Impact of Cultural Events on City Image: Rotterdam, Cultural Capital of Europe 2001. Urban studies, 41(10), 1931-1951.
Ruesch, J., & Kees, W. (1969). Nonverbal communication:Notes on the visual perception of human relations. Berkelry: University of California Press.
Russell, J. A., & Pratt, G. (1980). A description of the affective quality attributed to environments. Journal of personality and social psychology, 38(2), 311.
Salusso-Doenier, C. J., Markee, N. L., & Pedersen, E. L. (1994). Gender Differences in characteristics reported to be important features of physical attractiveness. Perceptual and Motor Skills, 79, 1539-1544.
Shin, M. J., & Kim, M. J. (2011). Effect of Physical Appearance of the Female Flight Attendant on Perception of Service Quality, 25(6), 199-220.
Song, S. Y. (2016). The Effect of Airline Brand Authenticity:Focus on the Difference of LCC from FSC. Journal of Distribution Science, 14(7), 115-123.
Sthapit, A., & Oh, M. J. (2015). Effects of Personality and Social Motive on Franchise Customer's Citizenship Behavior. Journal of Distribution Science, 14(7), 63-70.
Sundaram, D. S., & Mitra, K., & Webster, C. (1998). Word-of-Mouth Communications: A Motivational Analysis. Advances in consumer research, 25(1), 527-531.
Zhang, H., Fu, X., Cai, L. A., & Lu, L. (2014). Destination image and tourist loyalty: A meta-analysis. Tourism Management, 40(1), 213-223.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations