服務氣候、服務補救品質與再購意願之關聯性研究：以機位超賣為例

The Study of Passengers' Repurchase Intention under Service Climate and Service Recovery: The Example of Flight Overselling

陳麗珍(Chen, Li Chen)

《觀光產業與航空管理期刊》 4卷1期 (2021/08) Pp. 69-87

https://doi.org/10.6862/JTIAM.202108_4(1).0004

摘要

本研究旨在探討搭機旅客對於航空公司在服務失誤後（以機位超賣為例）的服務氣候、服務補救品質、補救後滿意度三者變項，影響再購意願之關聯性研究。本研究以量化實證分析，採用問卷調查法進行問卷資料蒐集。問卷資料共計回收354份有效樣本，以SPSS 22.0視窗版進行路徑分析，分析搭機旅客針對航空公司機位超賣之做法，在服務氣候、服務補救品質、補救後滿意度等三變項之認知程度，與對於再購意願之相關性及影響程度。研究結果證實，四變項間皆有顯著之關聯性；而服務氣候與服務補救品質兩個前置變項，對於補救後滿意度具有正向顯著性之影響關係；服務補救滿意度在服務氣候與再購意願間具有完全中介之影響效果。根據本研究發現與結論之建議，對於航空業者提供應用性實務之參考與建議。

關鍵字

機位超賣 ； 服務補救品質 ； 服務氣候 ； 服務失誤

並列摘要

Based on quantitative empirical analysis, the study explored the relevance of the passengers' perceptions of service climate, service recovery quality, post-recovery satisfaction and repurchase intention regarding to the service failure of flight overselling. This study used a questionnaire survey method to collect data from air passengers in Taiwan. In this study, the total of 354 valid questionnaires were collected, and the path analysis was carried out with SPSS 22.0 version. The three variables of service recovery quality, service climate, post-recovery satisfaction were analyzed, and the relationship of repurchase intention on flight overselling and the degree of influences were studied. It was confirmed that there were significant correlations among the four variables, and service recovery quality, service climate, had positive influences on post-recovery satisfaction; and post-recovery satisfaction has the effect of full mediation between service climate and passengers' repurchase intention. Based on the findings and conclusions of this study, references and recommendations for aviation industry could be applied in practical sectors.

並列關鍵字

flight overselling ； service recovery quality ； service climate ； service failure

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