航空客運業綠色行銷與措施對消費者忠誠度影響

The Green Marketing and Measures on Customer Loyalty of the Airline Industry

劉昱廷(Yu-Ting Liu)

指導教授 ： 謝浩明

國立中央大學/工學院/土木工程學系/碩士(2012年)

摘要

航空客運業快速成長將造成嚴重環境破壞，聯合國跨政府氣候變遷小組(IPCC)更指出，航空客運業將會是未來影響氣候變遷的關鍵因素之一，航空公司要如何運用綠色策略回應消費者對於環境議題的日益關注，將是本研究探討的目的。消費者忠誠度是航空公司能永續經營的關鍵因素，過去卻鮮少有文獻著墨於航空公司綠色行銷與措施影響消費者忠誠度之研究。因此本研究將採實證分析，以我國航空客運業國際線市場之三間航空公司旅客為例，並運用結構方程模式(Structural Equation Modeling, SEM)建構航空公司綠色行銷與措施對消費者忠誠度影響之架構，並以品牌形象及消費者滿意度作為雙中介變數，探討潛在變數間之因果關係，最後藉由消費者環境保護涉入程度變數，以多群組分析(multiple group analysis)探討高環保涉入族群與低環保涉入族群對於整體模式是否產生干擾效果。研究結果可推測，消費者認為現階段各航空公司之綠色行銷與措施並未顯著不同，且經模式驗證可知：航空公司綠色行銷與措施對品牌形象具有正向的影響效果；航空公司綠色行銷與措施對消費者滿意度具有正向的影響效果；航空公司綠色行銷與措施對消費者忠誠度具有正向的影響效果；品牌形象對消費者滿意度具有正向的影響效果；品牌形象對消費者忠誠度具有正向的影響效果；消費者滿意度對消費者忠誠度具有正向的影響效果；消費者環境保護涉入程度之不同並未顯著干擾整體模式效果。

關鍵字

品牌形象 ； 綠色行銷 ； 滿意度 ； 忠誠度 ； 結構方程模式 ； 航空客運業

並列摘要

The rapid growth of international air travel has averaged approximately 5 percent per year. The Intergovernmental Panel on Climate Change (IPCC) has concluded that the aviation industry will become one of the largest contributors to global warming. However, airlines how to develop green strategies to respond to consumers'' growing concern for environmental issues is the key to the global market. The purpose of this study was to explore the relationship between the airlines’ green marketing and measures, brand image, customer satisfaction, and customer loyalty as expressed by passengers of three passenger airline industry. This research will apply the Structural Equation Modeling (SEM) methodology and Multiple Group Analysis to verify the relationship among these variable and as well the influential effect from different customer environmental involvement to the relationship between green marketing and measures, brand image, customer satisfaction, and customer loyalty. In the research, the study conducted a questionnaire survey for three airlines’ passengers on international routes in Taiwan. The empirical results show that green marketing and measures is positive relationship between brand image; green marketing and measures is positive relationship between customer satisfaction; green marketing and measures is positive relationship between customer loyalty; brand image is positive relationship between customer satisfaction; brand image is positive relationship between customer loyalty; customer satisfaction is positive relationship between customer loyalty and the influential effect from different customer environmental involvement to the relationship between four latent variables is not significant. Based on the above results, management implications as well as corresponding improvement strategies are proposed.

並列關鍵字

Airline industry ； Green marketing ； Customer satisfaction ； Customer loyalty ； Structural Equation Modeling (SEM) ； Brand image

參考文獻

黃永東，「綠色行銷之環境倫理探討」，品質月刊，第44卷，第1期，頁9-12，2008年。

蘇雲華、魏宏達，「企業推行綠色行銷在消費者環保涉入程度干擾效果下對滿意度及忠誠度影響之實證研究—以中部地區連鎖便利商店為例」，行銷評論，第8卷，第2期，頁159-174，2009年。

謝金龍，「消費者環保涉入程度對綠色旅館效益影響之研究─以寒軒國際大飯店為例」，國立高雄餐旅學院旅遊管理研究所，碩士論文，2006年。

Anderson, E. W., Fornell C. and Lehmann D. R. (1994), Customer Satisfaction, Market Share, and Profitability: Findings From Sweden, Journal of Marketing, 58(1), 53-66.

Andreassen, T. W. and Lindestad B. (1998), Customer loyalty and complex services : The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise, International Journal of Service Industry Management, 9(1), 7-23.