消費者選購廉價航空因素之研究

本研究探討消費者選購廉價航空的關係，並探討服務品質、消費滿意度與顧客忠誠，又以消費滿意項目作為中間之變數。本研究主要是以台灣地區消費者為研究母群樣本，並使用問卷調查法，回收有效問卷80份，使用SPSS統計軟體分析，並進行描述性分析、一階模型分析、路徑分析等。經由探討後，得知以下五點結論 : (一)服務品質變數對消費滿意變數之間呈現顯著的正向影響。(二)消費滿意變數對顧客忠誠變數之間呈現顯著的正向影響。(三)服務品質變數對顧客忠誠變數之間呈現顯著的正向影響。(四)消費滿意變數對服務品質與顧客忠誠變數之間具有中介關係存在。(五)不同的人口統計變數在服務品質、消費滿意與顧客忠誠變數之間具有顯著性差異存在。

關鍵字

廉價航空；消費滿意；顧客忠誠；服務品質

並列摘要

This study explores the relationship between consumers' purchase of low-cost airlines, and explores service quality, consumer satisfaction and customer loyalty, and tacked consumer satisfaction as an intermediate variable. This research mainly talked Taiwan consumers as the research mother group sample, and used the questionnaire survey method to collect 80 valid questionnaires, used SPSS statistical software to analyze, and conduct descriptive analysis, perform descriptive analysis, first-order model analysis, path analysis, etc. After discussion, the following five conclusions were obtained: (1) The variables of service quality had a significant positive impact on the variables of consumer satisfaction. (2) The variables of consumer satisfaction had a significant positive effect on the variables of customer loyalty. (3) The variables of service quality had a significant positive effect on the variables of customer loyalty. (4) There was an intermediary relationship between the variable of consumer satisfaction and the variable of service quality and customer loyalty. (5) There were significant differences among different demographic variables in service quality, consumer satisfaction and customer loyalty variables.