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題名:資料探勘應用於台灣航空忠誠旅客管理之研究
作者:鍾碧姮 引用關係
作者(外文):Pi-Heng Chung
校院名稱:銘傳大學
系所名稱:管理研究所博士班
指導教授:翁振益
學位類別:博士
出版日期:2009
主題關鍵詞:決策樹航空業忠誠度資料探勘Decision treeAirlineLoyaltyData mining
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現今國內航空公司推行忠誠度計畫之目的在於維繫旅客忠誠度,方案內容是透過累積哩程方式,換取禮物或免費機票之回饋,鼓勵旅客再次搭乘該公司飛機。然而,歷年旅客運載量和過往研究指出現有忠誠計畫不能有效鞏固旅客忠誠度。在面臨高鐵開通,瓜分運輸市場之下,改善現有忠誠度計畫,已成為國內各家航空公司亟欲解決之旅客管理問題。
不同於過往研究或航空公司採用搭機目的或艙別等級區隔旅客,本研究以旅客忠誠度為區隔基準,並發展資料探勘流程探索某國內航空公司旅客之不同忠誠類型區隔,進而獲取不同忠誠類型旅客屬性,包含搭機行為、服務品質知覺和人口屬性等資訊,以提供個案航空公司改善旅客忠誠度計畫。探勘流程主要有三步驟:首先,以entropy評估最近搭機時間、搭機頻率、經常搭機票價、再搭意願和推薦意願等旅客忠誠度衡量變數之權重,再以C5.0決策樹探勘忠誠旅客之集群和分類不同類型忠誠度旅客,探勘出具辨識忠誠旅客之屬性。
以複合忠誠度變數集群旅客之探勘結果,歸納出高忠誠、潛在忠誠和低忠誠等三種類型旅客。進一步地,以搭機行為和服務品質知覺作為分類準則之探勘結果,不僅產生搭機目的、獲知航空公司來源、購票管道、空中服務之重視程度等搭機行為,和整體訂位服務、整體機場服務、櫃檯人員正確完成服務、空中服務人員廣播和電話訂位易撥通之滿意程度等五個服務品質知覺變數能有效區辨出高忠誠、潛在忠誠和低忠誠旅客,亦可再歸納出多重型態之忠誠旅客,高忠誠旅客可區分為商務-機場服務、非商務-機場服務、傳統購票型;潛在忠誠旅客可再區隔為網路購票-機場服務、傳統購票-空中服務和網路資訊-空中服務等型態,以及低忠誠旅客則可再區分成非商務-機場服務和購票-機場服務等。在客製化策略是成功實行顧客關係管理之關鍵下,此探勘資訊可助於個案航空公司擬定客製化忠誠度計畫。此外,本研究發現整體訂位和整體機場服務品質知覺最能影響旅客忠誠度,推論在航空業中,技術品質似乎較功能品質影響旅客忠誠度。最後,本研究發展探勘忠誠旅客資訊之流程,可作為航空業者發展分析型顧客關係管理系統之依據。
Nowadays, all Taiwanese airlines perform loyalty programs to encourage passengers to accumulate flying distance and get rewards. However, previous studies have pointed out that loyalty programs cannot effectively keep passenger loyalty according to previous traveler loadings and previous research results. Therefore, Taiwanese airlines need to improve their loyalty programs to keep passenger loyalty after the Taiwanese High Speed Rail divided transportation market. Differed with previous studies, this research has applied data mining technique to segment passengers based on passenger loyalty variables for one certain Taiwan airline passengers. In addition, this research also analyzed service quality perceptions, traveling behavior of taking a trip, and demographics in different loyal groups by data mining technique. Research results have revealed that high loyalty, latent loyalty, and low loyalty passengers are segmented by date of last trip on a plane, average number of trips on a plane in a defined time period, ticket price of the usual plane trip, willingness to use the airline again, and to recommend to others. Furthermore, three groups not only can be clearly discriminated by traveling goals, information sources, booking channels, the degree on emphasizing aviation services and food and beverage services, the degree of satisfaction with reservation services, airline services at airport, counter staff services, and booking service by telephone. Among these variables, the degree of satisfaction with reservation services, airline services at airport have the greatest influence on passenger loyalty. Moreover, the results also discussed the characteristics of three high loyalty, three latent loyalty, and two low loyalty passengers in order to plan customized loyalty programs to respond to the complex traveler needs. Finally, airlines could develop analytical customer relationship management (aCRM) based on the mining process presented by this research.
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二、中文部分
1.交通部民航局(2008)。民航運輸統計-台閩地區國內航線班機載客率,取自交通部民航局統計報告網址,http://www.caa.gov.tw/big5/content/index01.asp?sno=1407。
2.吳瑞琦(2006)。運用資料探勘技術建構半導體封裝業之品質改善系統,交通大學資訊管理研究所博士論文。new window
3.高淑珍(2004)。應用資料探勘於顧客回應模式之研究-以國內A壽險公司為例,成功大學企業管理研究所博士論文。new window
4.黃旭男、張德儀、孫仁和(2002)。台北市溫泉遊憩區遊客行為之研究,戶外遊憩研究,第十五卷第二期, 1-22。new window
5.梁定澎(2006)。決策支援系統與企業智慧,台北:智勝文化。
 
 
 
 
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