搭機屬性、服務品質與忠誠度之相關研究－以高雄飛航港澳旅客爲例

A Study of the Relationship among Flight Attributes, Service Quality and loyalty-A Case of Passengers Traveling from Kaohsiung to Hong Kong or Macau

蔡長清(Chang-Ching Tsai) ； 洪翠蘭(Tsui-Lan Hung)

《商業現代化學刊》 5卷2期 (2009/11) Pp. 169-188

https://doi.org/10.6132/JCM.2009.5.2.13

摘要

本研究主要目的是探討航空公司顧客的搭機屬性、服務品質與忠誠度認知並檢驗其間之關係。本研究採問卷調查法，以便利抽樣方式，針對半年內曾經搭乘過香港或澳門航線之旅客爲調查對象；於98年4月10至5月l日在高雄小港國際機場旅客候機室內發放340份問卷，回收有效問卷300份(88.2%)。問卷主要內容分個人背景、搭機屬性、服務品質與忠誠度等部分。以SPSS12.0中文版進行資料分析，採項目分析、信度分析、t檢定、單因子變異數分析(One-way ANOVA)及Person相關分析，研究結果發現往返港澳旅客以男性中壯年商務出差且收入較多之族群爲多數；服務品質評價以員工服務及機場服務二個構面滿意度較高；部分社經變項或搭機屬性確實在服務品質評價上有顯著差異；服務品質與忠誠度間具有正相關。

關鍵字

服務品質 ； 忠誠度 ； 航空服務

並列摘要

The main purpose of this study was to explore the relationship among flight attributes, service quality and loyalty-a case of passenger traveling from Kaohsiung to Hong Kong or Macau. This study used a questionnaire survey method in order to facilitate sampling who had traveled to Hong Kong or Macau from Kaohsiung at least one flight in the previous 6 months, The total sampling size was 340, and the effective questionnaires returned were 300 (88.2%). The main content of the questionnaire are personal background, flight attributes, service quality and loyalty part .The analysis was conducted by SPSS 12.0 Chinese version. According to the research purposes and to test and verify the hypothesis, the descriptive statistic, reliability analysis, item analysis, independent-samples T-test, one-way ANOVA and Person analysis. The result finds that the majority of visitors is middle-aged male, business travelers and with a higher income. The two dimensions of staff service and airport service are high satisfaction; the service quality shows obvious effect upon among customers, due to their different background and flight attribute. It also has a positive correlation between service quality and loyalty.

並列關鍵字

Service quality ； Loyalty ； Airline service