服務品質與企業形象對消費者再搭意願之研究

A Study of Travelers' Repurchase Intention Affecting by Service Quality and Business Image：A case of Taiwan Airline

賀理禹(HO LI-YU)

指導教授 ： 吳尚儒 博士 ； 洪彰鴻副教授

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2010年)

摘要

本研究欲深入檢視服務品質與企業形象是否益於台灣航空業之應用，以了解顧客因服務品質之提升是否改變對企業形象之認同感，並且進一步探討服務品質及企業形象與再搭意願的相關性。本文採用問卷調查之方法，以臺灣航空業為主要研究對象，加以深入了解國際航空業者，在本研究所設定的研究問題中，是否有顯著的關連性。希望能藉此提供航空業，未來在旅客再搭機因素的考量上做參考。
本研究針對台灣地區曾搭乘國際航線班機的台灣旅客為研究對象，陸續共發放250份問卷，實際回收202份，經剔除33份無效問卷，獲得有效樣本169份。使用統計分析方法：敘述統計分析、相關分析等。經研究結果獲致下列主要結論：1.服務品質對企業形象有顯著的影響2.服務品質對再搭意願有顯著的影響3.企業形象對再搭意願有顯著的影響。由此可知，服務品質的提升除了強化公司的企業形象，也有助於旅客再次搭機之機會；而公司的企業形象更好之後，就能得到顧客之信賴，而對於顧客再次搭乘飛機之意願也會增加。所以本研究建議，台灣航空業者想要增加旅客再次搭機之意願，除了提昇公司的服務品質之外，企業形象之加分印象也可提升顧客想要再次搭機之念頭。
關鍵詞：服務品質、企業形象、再搭意願

關鍵字

服務品質 ； 企業形象 ； 再搭意願

並列摘要

This study attempts to provide a close examination of the application of service quality and business image of the airline industry in Taiwan. It mainly focused on the issue of whether the high service quality of airline company influences its business image of the evaluation given by consumers. It aimed to investigate the interactions between three variables: business image; service quality and travelers’ repurchasing intention. In this questionnaires were distributed respectively to airline industry. The airline companies can have a comprehensive understanding on what factors that the study would take into account while the travelers will go to aboard by airplane. We hope the results of this study will provide reference and help the airline industry in the future.
The research samples were obtained mainly from people who have travelled internationally more than once. in repurchasing property airline in Taiwan. We used convenient sampling; there were 250 questionnaires distributed, and 202 were collected back, 169 valid, 33 invalid. The methods we applied for data analysis are description, correlation analysis. Consequently, the study had the following beneficial findings: 1. Service quality to customer service apparently influences the business image. 2. Service quality to customer service could apparently influence travelers' repurchase intention. 3. The business image could apparently influence travelers' repurchase intention. Therefore, this study suggested that Taiwan airlines want to increase the travelers' repurchase intention, in addition to enhance the quality of the company's services, the business image is the other important factor.

並列關鍵字

service quality ； business image ； travelers' repurchase intention

參考文獻

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李明樺(2006)，服務品質價格認知企業形象顧客滿意與顧客忠誠關係之研究以香

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吳聲政(2006)，企業形象與品牌權益對消費者購買意願之研究，逢甲大學保險學

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