生態旅遊與永續觀光之發展現況與未來趨勢－以航空公司服務品質與企業形象對旅客滿意度與忠誠度之關聯為例

本研究題目以航空公司的服務品質與企業形象來探討旅客的滿意度與忠誠度之關聯。研究動機與目的為當出國旅遊風氣盛行時，國人對於航空公司的選擇將是各家航空公司競爭的關鍵，本研究欲了解服務品質越好顧客滿意度是否越高？企業形象越好顧客滿意度是否越高？顧客滿意度越高是否會影響到顧客忠誠度？研究方法主要以網路發放問卷取得資料並分析結果，用SPSS統計分析軟體進行信度效度分析，迴歸分析、單因子變異數分析、獨立樣本T檢定分析，初步發現回收有效問卷總共354份，由統計分析結果顯示，服務品質會影響顧客滿意度，企業形象也會影響顧客滿意度，顧客滿意度對於顧客忠誠度也有正向影響。學術貢獻方面本研究希望能給未來學術研究者做後續參考，應用在更多亞洲航空業，實務貢獻則希望能夠使企業了解要達成永續經營，維持良好客戶關係永續經營的方法之一。

關鍵字

航空公司；服務品質；企業形象；顧客滿意度；顧客忠誠度

並列摘要

This research as a study in order to a case study on airline service quality corporate image toward customer satisfaction and loyalty. Research motivation and research purposes are when travel abroad is popular, traveling people's choice of airline is all company's key to competition. This research wonder service quality is well, customer satisfaction as well, too? corporate image is well, customer satisfaction as well, too ? customer satisfaction as well, loyalty as well, too ? Research methods, this study via the web questionnaire and software SPSS statistical software through empirical analysis, such as reliability and validity analysis, descriptive statisticis, variance analysis and correlation analysis. Recovery of the question rate is 354. Display by statistic analysis, service quality can effect corporate image, corporate image can effect customer satisfaction as well. customer satisfaction can also effect loyalty as well. Academic contributions this study hope would give future reference for academic reaerchers, application in more Asia aviation industry. Substantive contrubutions this study hope could make corporate realize maintain good customer relationship is a good way to Sustainable management.

並列關鍵字

Airline company ； service quality ； corporate image ； customer satisfaction and loyalty

國際替代計量

生態旅遊與永續觀光之發展現況與未來趨勢－以航空公司服務品質與企業形象對旅客滿意度與忠誠度之關聯為例

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