服務品質、顧客滿意與購後行為傾向關係之研究～以國內航空客運服務業為實證

A Research of Service Quality, Customer Satisfaction and Post-purchasing Behavioral Intentions Empirical Study in Airlines Services

葉晶雯(Ching-Wen Yeh)

《中華技術學院學報》 29期 (2003/12) Pp. 247-267

https://doi.org/10.7095/JCIT.200312.0247

摘要

本研究主要以國內航空客運台北至高雄航線為研究對象，利用路徑分析探究
服務品質、顧客滿意度與購後行為傾向的因果關係。而得到以下結論：顧客預期
服務水準對認知績效的影響達顯著水準，且影響方向為正向。認知績效對正向認
知差距、顧客滿意度、溢價的影響達顯著水準，且對三者的影響方向為正向。正
向認知差距越高則顧客滿意越高。顧客滿意對忠誠、溢價達顯著正向影響。顧客
滿意度對品牌移轉、抱怨傾向的影響亦達顯著水準，且對二者的影響方向為負
向。此外，不同焦慮特質的顧客對服務品質因素構面的知覺有顯著的差異。最
後，本研究為航空服務業者提出服務品質規劃策略。

關鍵字

航空運輸 ； 服務品質 ； 顧客滿意 ； 購後行為傾向

並列摘要

The study attempts to explore the relationships amongservicequality,customersatisfaction and post-purchasing behavioral intentions. The results of this study include:(1) expectancy is positively related to perceived performance and is negatively relatedto disconfirmation and complaint. (2) Perceived performance has a significant positiveeffect on customer satisfaction, disconfirmation and premium. (3) Disconfirmation hasa significant positive effect on customer satisfaction.(4)Customersatisfactionhasasignificant positive effect on loyalty, premium and negatively related complaint andbrand switch. In addition, the level of trait anxiety has significant difference withservice quality factors. Finally, we present some suggestions and marketing strategiesto the airlines.

並列關鍵字

Airlines ； Service quality ； Customer Satisfaction ； Post-purchasing behavioral intentions