中華航空公司顧客滿意度、抱怨處理及顧客忠誠度關係之研究

封德台 ； 方顯光 ； 薛一正

《華人經濟研究》 6卷1期 (2008/03) Pp. 105-122

https://doi.org/10.30065/JCER.200803.0007

摘要

本研究利用Fornell et al. (1996)的ACSI模式探討顧客滿意度、抱怨處理與顧客忠誠度之關係，研究對象主要以搭乘中華國際航空公司之旅客為主，針對國際航線旅客進行問卷發放。研究結果發現：(1)顧客滿意度之機上服務、櫃臺服務與訂位服務對顧客抱怨行為有負向顯著影響；(2)顧客滿意度之機上服務、行李服務、櫃臺服務、人員態度與作業效率與報章與餐；點服務對顧客忠誠度有正向顯著影響；(3)顧客抱怨對顧客忠誠度有負向顯著影響；(4)抱怨處理對於顧客抱怨與顧客忠誠度之間存在干擾作用。

關鍵字

顧客滿意度 ； 抱怨行為 ； 抱怨處理 ； 顧客忠誠度

並列摘要

The study aims at using Fornell et al. (1996)'s ASCI model to discuss the relationship among customer satisfaction, complain dealing and customer loyalty in the international airline company. This survey objects are customers who enplane by
International airlines. According the research, the conclusion of the research were as following below: (1) plane service, counter service, reservation service of customer satisfaction had negative significant influence on complain dealing; (2) plane service, baggage service, counter service, personnel attitude, operation efficiency, books and newspapers service of customer satisfaction had positive significant influence on customer loyalty; (3) complain behavior had negative significant influence on customer loyalty; (4) complain dealing had moderation effects between complain behavior and customer loyalty.

並列關鍵字

Customer Satisfaction ； Complain Behavior ； Complain Dealing ； Customer Loyalty