台灣地區廉價航空搭乘原因與顧客滿意度之研究

隨著經濟不景氣，原物料不斷提升及油價上漲，使得廉價航空近年來如雨後春筍般興起。由於廉價航空與一般航空公司不同，以降低營業成本、簡化機內服務及降低票務成本方式經營，所以在成本方面具有競爭優勢。但是，在不斷降低成本的過程中，如何維持服務品質提升顧客滿意度，從價格競爭激烈的紅海市場中勝出，就成為關鍵成功因素。本研究以飛航台灣的五家廉價航空公司進行實證研究，發現（1）廉價航空以價格取勝，但是消費者的滿意度並不高，業者還有很大的改善空間。（2）影響消費者搭乘廉價航空顧客滿意度的主要因素，可以歸納為：設備、安全、服務、價格四大構面，對顧客滿意度均有顯著的影響效果，其中以服務的影響效果最大，設備、價格次之，安全最小，但是不同廉價航空公司之間有相當大的差異性。（3）不同廉價航空公司的顧客在顧客滿意度有顯著差異，各家廉價航空在顧客滿意度影響因素中各具優勢。（4）除了所得與職業之外，不同性別、年齡、婚姻與學歷的消費者，在顧客滿意度有顯著差異。

關鍵字

廉價航空；顧客滿意度

並列摘要

With the economic downturn, raw materials continue to rise and oil prices rise, making low cost carriers springing up in recent years. Because low cost airlines are different from a class of airlines, they operate in a way that reduces operating costs, simplifies in-flight services, and lowers ticketing costs, so they have a competitive advantage in terms of cost. However, in the process of continuously reducing costs, how to maintain service quality and improve customer satisfaction, winning from the fiercely competitive Red Sea market, has become a key success factor. This study conducted empirical research on five low cost carriers flying in Taiwan and found that: (1) Low-cost carriers win at price, but consumer satisfaction is not high, and there is still much room for improvement. (2) The main factors affecting consumers' satisfaction with low cost carriers can be summarized as equipment, safety, service, price four dimensions, and they all have a significant impact on customer satisfaction. Among them, service has the greatest impact, equipment and price are second, security is minimal, but there are considerable differences between different low cost carriers. (3) There are significant differences on customer satisfaction of different low cost carriers, and each low-cost carrier has its own superiority in the factors affecting customer satisfaction. (4) In addition to the income and occupations, consumers of different genders, ages, marriages, and educational background have significant differences in customer satisfaction.