所属 広島修道大学 商学部 職種 准教授
|Perceptions of Customers as Sustained Competitive Advantages of Global Marketing Airline Alliances
|Gang-Hoon Seo (◎), Munehiko Itoh
|This study aims to examine whether global alliance groups outperform the non-alliance group, how the three alliances differ regarding passengers’ perceptions, and what their competitive advantages are. A hybrid text mining analysis was adopted as this study’s method. Frequency tests, t-tests, one-way analysis of variance tests, and three-step mediated regression analyses were performed using 6393 ordinal and word-of-mouth (WOM) data.