顧客滿意度與價格知覺對於口碑及重購意願的影響‒以越南廉價航空為例

The Impact of Customer Satisfaction and Price perception on Word‒of‒Mouth Communication and Revisit Intentions of Low‒Cost Airlines in Vietnam

馮氏江(Thi‒Giang Phung)

指導教授 ： 鄭錳新

國立虎尾科技大學/管理學院/企業管理系經營管理碩士班/碩士(2017年)

摘要

由於服務品質較傳統服務品質水準低，以及價格的低廉，廉價航空公司在全球市場取得突破性的進展及具有相當競爭優勢。越南廉價航空公司在也在越南也佔據了相當規模之市占率，進而成為了亞洲地區規模最大的航空公司之一，且成長成為全球成長最為快速的航空公司。本研究旨在探討廉價航空航空公司服務品質對於客戶滿意度的影響，並使用結構方程模型測試與口碑（WOM）服務的價格感知（包括貨幣價格和行為價格）相關聯的顧客滿意度組合模型，並針對越南廉價航空公司行業的情況重新審視此問題。透過對396名廉價航空公司旅客的樣本進行分析，研究發現服務品質對於顧客滿意度會造成影響，顧客滿意度的影響與價格感知的兩兩相結合情況下對於乘客造成口碑的影響，從而影響顧客再訪之意願。此外，貨幣價格是顧客滿意與口碑的中介變數。

關鍵字

低成本航空公司 ； SERVQUAL ； 顧客滿意度 ； 價格感知 ； 口碑 ； 再訪意願 ； 結構方程模型（SEM）

並列摘要

Due to the quite similar quality of service but lower fares than the traditional one, low‒cost airlines have a competitive advantage and taking a breakthrough steps globally. Not out of this trend, Vietnam's low‒cost airline is also taking on a huge market share in Vietnam and has become one of the largest in the Asian and fast growing airline globally. This study investigates the effect of low‒cost airline service quality dimensions on customer satisfaction. Simultaneously, tests a combination model of customer satisfaction associated with price perception of service (included monetary price and behavior price) on word‒of‒mouth (WOM) and revisit intention in the context of the Vietnam low‒cost airline industry using Structural Equation Modeling. With 396 low‒cost airline passengers sample size, we found service quality dimensions have an effect on customer satisfaction and customer satisfaction to be combined with price perception have an effect on passengers' WOM, from that also affect their revisit intention. Moreover, there also exist a positive relationship between customer satisfaction and WOM mediated by monetary price perception.

並列關鍵字

Low‒cost airlines ； SERVQUAL ； Customer Satisfaction ； Price Perception ； WOM ； Revisit Intention ； Structural Equation Modeling (SEM)

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