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

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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 , Ph.D　　Advisor：黃營杉　　

繁體中文

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

Abstract │ Reference (191) │ Times Cited (15) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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.

Reference ( 191 ) 〈TOP〉

余朝權與葉晶雯，「航空客運業之知覺品質與其前因變項之分析」，東吳經濟商學學報，第23期，頁109-140，民國87年。
連結：
余朝權，「大台北都會消費者本國中心傾向與對外國服務品牌態度之關係：以國際航空客運業為例」，東吳經濟學商學學報，第52期，頁151-174，民國95年。
連結：
吳則雄，「台灣餐飲業顧客互動、服務品質、信任與顧客忠誠度關係之研究─以中南部國際觀光旅館餐廳為例」，國立成功大學高階管理碩士論文，民國96年。
連結：
張淑青，「價格知覺對顧客滿意影響之研究—以觀光旅遊為例」，國立台北大學企業管理系博士論文，民國89年。
連結：
陳方元，「台灣地區航空公司顧客關係利益與忠誠度關係之研究」，國立成功大學博士論文，民國95年。
連結：

Times Cited (15) 〈TOP〉

Altmetrics

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