Effect of Technology-based Self-service User Experience Characteristics of Airlines on Satisfaction through Positive and Negative Emotions

The purpose of this study is to empirically analyze the influence of the characteristics of airlines' use of technology-based self-service on customer satisfaction through positive and negative emotions of customers and to present differentiated implications for services that combine technology that is rapidly developing. To achieve the purpose of this study, a survey was conducted on users who have used technology-based self-service in Incheon International Airport within the past year, and the results are as follows. First, playability, usefulness, and reliability, which are the characteristics of use of technology-based self-service, had an effect on positive emotions, and convenience did not. In addition, playability, usefulness, and convenience had a negative (-) effect on negative emotions, and reliability had no effect. The user's positive emotions had a significant positive (+) effect on customer satisfaction, and negative emotions had a negative (-) effect on satisfaction. Based on these results, in order to increase the positive emotions of users, an interface and system configuration will be needed so that the use of technology can be made quickly and simplified, and a differential marketing plan that can induce interest when using a colorful image or a character suitable for airline characteristics by adding fun elements will be needed. Based on these results, we look forward to exploring and developing the direction of technology services.