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廉价航空服务品质、顾客满意度与顾客忠诚度之研究

【中文摘要】:近年来廉价航空在亚太地区逐步竞争

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白热化,首当其冲的就是即将发展国籍廉价航空之台湾市场。与传统航空相比,廉价航空在服务品质方面较备受争议。而以往有关廉价航空的研究大多以行为意向与价格为主,较少探讨服务品质方面之议题,可见顾客对廉价航空的整体服务品质还是有所期待。
本研究即服务品质以为核心,旨在探讨廉价航空的服务品质、顾客满意度与顾客忠诚度的影响并探索其交互关係,另再加入价格促销与时间成本为干扰变数。并选择以台湾机场为主且飞行时间在1~4小时以内的短程旅客为对象,採用便利抽样进行问卷调查,一共回收218份有效问卷,后续则以叙述性统计及迴归进行资料分析。
研究结果显示:(1)服务品质之「可靠性」、「保证性」与「关怀性」构面对顾客满意度有显着的正向影响。(2)服务品质之「有形性」、「可靠性」与「保证性」构面对顾客忠诚度有显着的正向影响。(3)顾客满意度对顾客忠诚度有显着的正向影响。(4)价格促销对于服务品质之「反应性」与「关怀性」构面与顾客满意度间的关係有正向的干扰效果。(5)时间成本于服务品质「有形性」构面与顾客满意度间的关係有正向的干扰

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效果。依照研究结果,建议廉价航空业者可加强其心理层面的服务品质,如何提升廉价航空的整体满意度,也是往后持续努力的目标。
【英文摘要】:In recent years, low-cost carriers in Asia Pacific region became very competitive gradually, to be the first to be affected is about to develop low-cost carriers of the Taiwan market. In comparison with traditional airlines, low-cost carriers are always controversial in terms of service quality. The previous studies on low-cost carriers mostly focus on behavioral intentions and price-based and less discussed service quality issues. We can see the overall service quality of low cost airline is still something to look forward.
This empirical research aims to comprehend the relationshi

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p among service quality, customer satisfaction as well as customer loyalty of low-cost carriers, also added price promotion & time cost as moderator. In this study, short-haul passengers within 1 to 4 hours in Taiwan airport have been chosen for an object and base on questionnaire survey. A total of 218 valid questionaries were recovered by using descriptive statistics and regression for data analysis.
The survey results show: 1. Reliability, Assurance & Empathy of service quality have significant impacts on customer satisfaction. 2. Tangible, Reliability & Assurance of service quality have significant impacts on customer satisfaction. 3. Customer satisfaction has significant impacts on customer loyalty. 4. Price Promotion has positive interference on Responsiveness & Empathy of service quality. 5. Time Cost has positive interference on Tangible of service quality. This research also provided low cost carrier owners, according to analysis of the results, appropriate suggestions on enhance psychological dimensions of service quality and improve overall satisfaction.
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  • 来源:中山大学;作者:王月香
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