航空業的企業形象、服務品質與知覺風險對顧客滿意度與顧客忠誠度之影響

本研究為探究航空業的企業形象、服務品質與知覺風險對顧客滿意度與顧客忠誠度之影響。此外，此研究並瞭解不同的人口統計變數及消費者行為對於企業形象、企業服務品質、知覺風險、顧客滿意度、與顧客忠誠度是否有顯著性差異，以提供航空業者永續經營之參考。本研究以問卷調查方式進行，調查時間於2020年12月初完成正式問卷後發送，以搭乘過長榮航空航班為問卷發放對象，採取隨機抽樣方式，共計發放300份，並於2020年12月18日結束問卷調查作業，回收有效問卷共274份，有效回收率91.3％（274/300）。本研究採用SPSS21.0版，進行資料實證之統計分析。依據研究目的與研究假設需求，本研究資料分析方法：敘述性統計分析、信度分析、效度分析、相關分析、單因子變異數（ANOVA）分析、以及迴歸分析。研究分析結果如下：（一）企業形象對於顧客滿意度有顯著性的正向影響。（二）服務品質對於顧客滿意度有顯著性的正向影響。（三）知覺風險對於顧客滿意度有顯著性的負向影響。（四）顧客滿意度對於顧客忠誠度有顯著性的正向影響。（五）人口統計變數對於企業形象、服務品質、知覺風險、顧客滿意度、與顧客忠誠度有部分顯著性的差異。（六）消費者行為對於企業形象、服務品質、知覺風險、顧客滿意度、與顧客忠誠度有部分顯著性的差異。

關鍵字

企業形象；服務品質；知覺風險；顧客滿意度；顧客忠誠度

並列摘要

This study explores the impact of corporate image, service quality and perceived risk in the aviation industry on customer satisfaction and customer loyalty. In addition, with respect to different demographic variables and consumer behaviors, this study also exams how consumers evaluate corporate images, service quality, perceived risk, customer satisfaction and customer loyalty? This research conducted a questionnaire survey and adopted a convenience sampling method. A total of 300 questionnaires was distributed to customers taking EVA flights from early December 2020. The questionnaire survey was completed on December 18, 2020 and a total of 274 valid questionnaires were returned, with an effective response rate of 91.33% (274/300). SPSS 21.0 version was used to carry out statistical analysis for this empirical research. According to the research objectives and research hypothesis, descriptive statistical analysis, reliability analysis, validity analysis, correlation analysis, analysis of variance, and regression analysis were performed. The findings of this study were as follows: (1) Corporate image had a significant positive impact on customer satisfaction. (2) Service quality had a significant positive impact on customer satisfaction. (3) Perceived risk had a significant negative impact on customer satisfaction. (4) Customer satisfaction had a significant positive impact on customer loyalty. (5) Demographic variables had partial significant differences in corporate image, service quality, perceived risk, customer satisfaction, and customer loyalty. (6) Consumer behavior had partial significant differences in corporate image, service quality, perceived risk, customer satisfaction, and customer loyalty.