值得信賴、信任、價值、滿意度與忠誠度關係之研究─以國際航空旅客為例

THE RELATIONSHIP AMONG TRUST-WORTHINESS, TRUST, VALUE, SATISFACTION AND LOYALTY- THE CASE OF INTERNATIONAL AIRLINE PASSENGERS

溫永松(YUNG-SUNG WEN)

指導教授 ： 黃營杉

國立臺北大學/商學院/企業管理學系/博士(2009年)

摘要

航空運輸產業屬於精緻的服務業，面對競爭日益激烈的國際空運市場，必須重視顧客關係管理，提高服務品質，創造顧客價值，增加顧客滿意度，進而維繫顧客忠誠度，如此，才能建立持久性競爭優勢。本研究以關係行銷的概念，結合顧客對航空公司值得信賴、信任、滿意度與忠誠度等之關係交換及影響，以建構整合式航空客運的消費者行為模式。研究中以桃園國際機場入境旅客為抽樣母體，扣除資料遺漏共計有效問卷數為658份，有效回卷率為65.8％。研究發現在值得信賴、信任、價值、滿意度與忠誠度等構面相互均有顯著相關性。就整體效果而言，信任是影響價值、滿意度和忠誠度這三個構念中的最重要的因素；同時信任也會透過價值來影響滿意度與忠誠度，證實價值具有中介變數效果；另搭機目的和顧客特性亦有不同之影響關係。航空服務業必須與顧客高度接觸，在服務流程中，直接影響顧客對航空公司產生值得信賴的因素歸納為公司管理政策與實務及前線服務人員在作業上的勝任能力、作業上的善意與問題解決導向。因此，本研究建議航空公司應重視飛航安全管理，加強服務人員訓練，維護良好形象，使顧客產生正向的信任感，創造價值以增加顧客滿意度和忠誠度，建立顧客互利共榮的關係。

關鍵字

關係行銷、顧客信任、知覺價值、顧客滿意度、顧客忠誠度、服務品質

並列摘要

The services that the air transport industry provide are highly sophisticated ones. As the competition of international air transport market is getting fierce, customer relationship management must be taken seriously to enhance service quality, create customer value, increase customer satisfaction and maintain customer loyalty. So a sustainable competition edge can therefore be established and kept. This research, based on the concept of relationship marketing, considers the impacts and exchange relationship of trustworthiness, trust, value, satisfaction and loyalty between airliners and their customers to construct an integrated consumer behavior model of air transport customers. In the research, the sampling population is drawn from the arrival passengers of Taiwan Taoyuan International Airport. The total valid questionnaire received was 658, after deducting those invalid ones, and achieved a response rate of 65.8%. The research found that there is a significant relevance among the five factors, namely trustworthiness, trust, value, satisfaction and loyalty. Overall, trust is the most important factor that affects the other four. Meanwhile, trust can affect satisfaction and loyalty through value, which is proved to have the effect of intervening variable. Furthermore, flying purposes and customer characteristics cause various impacts on relationship. The air transport industry relies on close contact with their customers. In the service process, the management strategy and practices of an airline, the competence of its front-line operation staff and the benevolence of operation and problem-solving orientation can all have direct impacts on customers’ sense of trustworthiness toward airliners. To conclude, it is suggested that airliners should emphasize flight safety management, enhance staff training and maintain good company image to induce a positive value and sense of trust from their customers, to increase customer satisfactory and loyalty and to establish a mutual beneficial and prosperous relationship.

並列關鍵字

customer relationship management, service quality, customer satisfaction, customer loyalty, customer trust, relationship marketing.

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