중국항공사의 한국인 승무원 채용증대 및 한국국가이미지 제고를 위한 경험적 연구

초록

The purpose of this study is to empirically verify the causal relationship between the excellence of Korean flight attendants working in China airlines and the increase in recruitment of Korean crews and/or positive Korean country image. In this study, a total of 300 questionnaires were distributed via social networking service (SNS) from February 9th to March 13th, 2019 to Chinese crew members of China Airlines who have actually had experiences of working with Korean crew members. Using the SPSS 21.0 program, frequency analysis, descriptive statistics analysis, exploratory factor analysis, reliability analysis, correlation analysis, multiple regression analysis, and hierarchical regression analysis were performed. As a result of exploratory factor analysis, co-worker support showed five sub–dimensions of sincerity, physical attractiveness, cultural adaptation, service quality, and communication. As a result of the hypothesis test, all sub items besides communication showed a positive (+) effect on the co-worker support from the Chinese crew. Furthermore, it was confirmed that co-worker support had a positive effect on the increase in Korean crew recruitment and the improvement of the national image. In addition, word of mouth communication has shown that co-worker support strengthens the impact of the national image enhancement. This study is meaningful and provides practical implications in that it confirms positively the fact that certain factors considered as the excellence of the Korean crew have a positive effect on the increase of the recruitment of Korean crew members and the enhancement of the national image.

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