:::

詳目顯示

回上一頁
題名:以服務鏈觀點探討航空旅客行為意向之分析
作者:陳彥蘅
校院名稱:國立交通大學
系所名稱:交通運輸研究所
指導教授:邱裕鈞
學位類別:博士
出版日期:2011
主題關鍵詞:服務品質服務鏈低成本航空公司線性結構方程模式重要度與績效分析Service qualityService chainLow cost carrierStructural equation modelImportance-Performance Analysis
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:0
  • 點閱點閱:1
隨著經濟景氣復甦航空市場蓬勃發展,全球航空公司均積極以各種行銷策略以提升載客率,在競爭激烈的市場中,航空公司營運者為能永續發展,須確實掌握旅客行為意向與選擇航空公司之實際行為,然後才能因應其需求特性,提供滿足旅客之服務。而為求釐清航空公司哪些關鍵因素影響航空旅客之行為意向,本研究構建一整體行為意向架構與服務鏈等兩個結構,並以兩階段線性結構方程模式驗證;整體行為意向模式由知覺犧牲、服務品質、服務場景、服務價值、滿意度、移轉障礙與行為意向等七個構面所組成,而服務鏈則由航空公司服務流程之訂位服務、地勤服務、飛航操作、客艙設備、餐點服務、客艙服務、行李運送與客怨回覆等八步驟所組成,其中衡量服務品質構面之潛在變數即為服務鏈之八個步驟。本研究以中國大陸民營的第一家低成本航空公司-春秋航空營運之航線為研究對象,在春秋航空航線營運之機場與客艙中發放問卷,總計發放二千份問卷,實際回收有效問卷為968份。根據實證結果,服務品質對於航空旅客並無產生直接影響,而是透過服務價值與滿意度造成一間接影響。其次,本研究為深入探究不同旅客之行為意向,亦對商務旅次與休閒旅遊旅次旅客進行實證研究。最後,本研究以重要度與績效分析方法對服務鏈中八項服務品質提出改善建議,以供航空公司管理者研擬服務品質改善計畫及航空公司服務行銷之策略。
This study divides entire airline services into eight service stages and uses a second-order confirmatory factor analysis (CFA) to constitute service quality and to examine the causal relationships between two consecutive service stages from a service chain perspective. Two conceptual frameworks – overall framework and service chain framework are proposed. The former incorporates the constructs of service quality, sacrifice, servicescape, service value, satisfaction, switching barriers, and behavioural intentions with seven hypothetical causal relationships. The latter depicts eight hypothetical causal relationships between two consecutive service stages. The proposed models are validated by a case study of Spring Airlines, the first low cost carrier (LCC) in China. The empirical results support all hypotheses except hypothesis 3. Notably, test results for the interrelationships between two consecutive service stages indicate that a lack of satisfaction at a specific service stage will affect customer perception of the consequent service stage. Therefore, to improve service quality for a service stage, the service quality of all upstream service stages must be improved first. This study also find that service quality has a large effect on behavioural intentions while sacrifice has the smallest effect. It is found in the study as well that low-fare strategy may not be effective when an airline fails to deliver high-quality services.
In this paper structural equation modelling approach is used to investigate and compare the factors affecting the behavioural intentions of business and leisure passengers in the context of low-cost air services. The empirical results show that discrepancies between these two types of passengers do exist, suggesting the marketing strategies should be differentiated. The estimated results show that for business passengers service quality has the largest effect on behavioural intentions, followed by servicescape. It reveals that business passengers not only value service quality but also value the spatial environment. In contrast, for leisure passengers, service value is found to have the largest effect on behavioural intentions, implying the effectiveness of a low-fare policy. However, it is worth noting that service quality still has the second largest effect, implying that even in the context of low-cost air services, airlines still have to devote themselves to improving service quality to attract greater patronage of business and leisure passengers.
The final part of this study employs the Importance-Performance Analysis (IPA) to analyze LCC’s passengers’ degree of care, degree of satisfaction and priority list on some critical service items. The proposed method has been applied to Spring Airlines in the LCC market through a comprehensive passenger survey. The results of the analysis will serve as the basis for LCCs to improve their service strategies to meet passengers’ needs. Accordingly, the proposed IPA method can effectively identify critical airline service items being improved and serve as a valuable tool to assist airlines’ managers in developing the improvement strategies of airline services.
Anderson, J. C. and Gerbing, D. W. (1988) Structural equation modeling in practice: a review and recommended two-step approach. Psychological Bulletin 103, 411-423.
Andreassen, T.W. and Lindestad, B. (1998) Customer loyalty and complex services the impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management 9, 7-23
Aksoy, S., Atilgan, E. and Akinci, S. (2003) Airline service marketing by domestic and foreign firms: differences from the customers’ viewpoint. Journal of Air Transport Management 9, 343-351.
Amberg, M., Fischer, S., and Schröder, M. (2005) An evaluation framework for the acceptance of web-based aptitude tests. The Electronic Journal of Information Systems Evaluation 8, 151-158.
Bitner, M.J. (1990) Evaluating service encounters: the effects of physical surroundings and employees response. Journal of Marketing 54, 69-82.
Bitner, M.J. (1992) Servicescape: the impact of physical surroundings in customers and employees. Journal of Marketing 56, 57-71.
Bagozzi, R. P. (1992) The self regulation of attitudes, intentions, and behavior. Social Psychology Quarterly 55, 178-204.
Bloemer, J.M.M. and Kasper, H.D.P. (1995) The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology 16, 311-329.
Bowen, B. and Headley, D. (2000) Air Travel Consumer Report: The Airline Quality Rating 2000. Washington DC: US Department of Transportation.
Brady, M.K., Robertson, C.J. and Cronin, J.J. (2001) Managing behavioural intentions in diverse cultural environments: An investigation of service quality, service value, and satisfaction for American and Ecuadorian fast-food customers. Journal of International Management 7, 129-149.
Brady, M.K, Knight, G.A., Cronin Jr., J.J., Tomas, G., Hult, M. and Keillor, B.D. (2005) Removing the contextual lens: a multinational, multi-setting comparison of service evaluation models. Journal of Retailing 81, 215-230.
Balabanis, G., Reynolds, N. and Simintiras, A. (2006) Bases of e-store loyalty: perceived switching barriers and satisfaction. Journal of Business Research 59, 214-224.
Crosby, P.B. (1979) Quality is free: the art of making quality certain. New York: McGraw-Hill.
Cronin, J.J. and Taylor, S.A. (1992) Measuring service quality: A reexamination and extension. Journal of Marketing 56, 55-68.
Clarke, I. and R.A. Schmidt (1995). Beyond the servicescape: The experience of place. Journal of Retailing and Customer Services 3, 149-162.
Cronin, J.J., Brady, M.K., Brand, R.R., Hightower, R., Jr. and Shemwell, D.J. (1997) A cross-sectionaltest of the effect and conceptualization of service value. Journal of Services Marketing 11, 375-391.
Caruana, A., Money, A.H. and Berthon, P.R. (2000) Service quality and satisfaction the moderating role of value. European Journal of Marketing 34, 1338-1352.
Cronin, J.J., Cronin Jr., J.J. and Hult, G.T.M. (2000) Assessing the effects of quality, value, and customer satisfaction on customer behavioral intention in service environments. Journal of Retailing 76, 193-218.
Chen, F.Y. and Chang, Y.H. (2005) Examining airline service quality from a process perspective. Journal of Air Transport Management 11, 79-87.
Carlsson, F. and Löfgren, A. (2006) Airline choice, switching costs and frequent flyer programs. Applied Economics 38, 1469-1475.
Civil Aviation Authority, 2006. No-frills carriers: revolution or evolution? A study by the Civil Aviation Authority. CAP 770. London, The Stationery Office.
Chang, Y.H. and Chen, F.Y. (2007) Relational benefits, switching barriers and loyalty: a study of airline customers in Taiwan. Journal of Air Transport Management 13, 104-109.
Chen, C.F. (2008) Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: evidence from Taiwan. Transportation Research Part A 42, 709-717.
Chen, C.F. and Chang, Y.Y. (2008) Airline brand equity, brand preference and purchase intentions- the moderating effects of switching costs. Journal of Air Transport Management 14, 40-42.
Chen, C.F. and Kao, Y.L. (2010) Relationships between process quality, outcome quality, satisfaction, and behavioural intentions for online travel agencies – evidence from Taiwan. The Service Industries Journal 30, 2081-2092.
Chen, C.F. and Chen, F.S. (2010) Experience quality, perceived value, satisfaction and behavioural intentions for heritage tourists. Tourism Management 31, 29-35.
Chiou, Y.C. and Chen, Y.H. (2010) Factors influencing the intentions of passengers regarding full service and low cost carriers: a note. Journal of Air Transport Management 16, 226-228.
Chiou, Y.C. and Chen, T.C. (2010a) Direct and indirect factors affecting emissions of cars and motorcycles in Taiwan. Transportmetrica 6, 215-233.
Chiou, Y.C. and Chen, Z.T. (2010b) Identifying key risk factors in air traffic control by exploratory and confirmatory factor analysis. Journal of Advanced Transportation 44, 267-283.
Dodds, W.B., Monroe, K.B. and Grewal D. (1991) Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research 28, 307-319.
Dick, A.S. and Basu, K. (1994) Consumer loyalty: toward and integrated conceptual framework. Journal of Academy of Marketing Science 22, 99-113.
Doganis, R., 2006. The Airline Business, second ed. London, Routledge.
Deng W. (2007) Using a revised importance-performance analysis approach: the case of Taiwanese hot springs tourism. Tourism Management 28, 1274-1284.
Elliott, K.M. and Roach, D.W. (1993) Service quality in the airline industry: are carriers getting an unbiased evaluation from consumers? Journal of Professional Services Marketing 9, 71-82.
Fornell, C. and Larcker, D. F. (1981) Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18, 39-50.
Fornell, C., Johnson, M.D., Anderson, E.W., Cha, J. and Bryant, B.E. (1996) The American customer satisfaction index: nature, purpose, and findings. Journal of Marketing 60, 7-18.
Feng, C. M. and Jeng, K. Y. (2005) Analyzing airline service improvement strategy through importance and performance analysis. Journal of the Eastern Asia for Transportation Studies 6, 782-797.
Gronroos, C. (1997) Value-driven relational marketing: from products to resources and competencies. Journal of Marketing Management 13, 407-419.
Grewal, D., Monroe, K.B. and Krishnan, R. (1998) The effects of price-comparison advertising on buyers’ perception of acquisition value, transaction value, and behavioral intentions. Journal of Marketing 62, 46-59.
Gilbert, D. and Wong, R.K.C. (2003) Passenger expectations and airline services: a Hong Kong-based study. Tourism Management 24, 519-532.
Grandon, E. E. and Pearson, M. J. (2003) Perceived strategic value and adoption of electronic commerce: An empirical study of small and medium sized businesses. Proceedings of the 36th Hawaii International Conference on System Sciences, Hawaii.
Gursoy, D., Chen, M.H. and Kim, H.J. (2005) The US airlines relative positioning based on attributes of service quality. Tourism Management 26, 57-67.
Gudmundsson, S.V., Oum, T.H., Unal, M.F. (2005) Analysis of Low Cost Airlines. Journal of Air Transport Management 11, 301–354.
Hawes, J. M. and Rao, C. P. (1985) Using importance-performance analysis to develop health care marketing strategies. Journal of Health Core Marketing 5, 19-25.
Hu, L. and Bentler, P.M. (1995) Evaluating model fit. In Hoyle, R. (Ed.), Structural Equation Modeling: Concepts, Issues and Application. Thousand Oak, CA: Sage Publications.
Hair, J.F.J., Anderson, R.E., Tatham, R.L. and Black, W.C. (1998) Multivariate Data Analysis with Readings. Englewood Cliffs, NJ: Prentice-Hall.
Hightower, R., Brady, M.K. and Baker, T. (2002) Investigating the role of the physical environment in hedonic service consumption: An exploratory study of sporting events. Journal of Retailing 55, 697–707.
Hellier, P.K., Geursen, G.M. Carr, R.A. and Rickard (2003) Customer repurchase intention: a general structural equation model. European Journal of Marketing 37, 1762-1800.
Huang, Y. C., Wu, C. H. and Hsu, J. C. J. (2006) Using importance-performance analysis in evaluating Taiwan medium and long distance national highway passenger transportation service quality. Journal of American Academy of Business 8, 98-104.
Hess, S. (2007) Posterior analysis of random tastes coefficients in air travel behavioral modelling. Journal of Air Transport Management 13, 203-212.
James, L. R., Mulaik, S. A. and Brett, J. M. (1982) Causal analysis: Assumptions, models, and data. Beverly Hills: Sage Publications.
Juran, J.M. (1998) Juran on Planning for Quality. New York: Free Press.
Jones, M.A., Mothersbaugh, D.L. and Beatty, S.E. (2000) Switching barriers and repurchase intentions in services. Journal of Retailing 76, 259-274.
Jou, R.C., Lam, S.H., Kuo, C.W. and Chen, C.C. (2008) The asymmetric effects of service quality on passengers' choice of carriers for international air travel. Journal of Advanced Transportation 42, 179-208.
Kano, N., Seraku, N., Takahashi, F. and Tsuji, S. (1984) Attractive quality and must-be quality. Hinshitsu (Quality, The Journal of Japanese Society for Quality Control) 14, 39-48.
Knight, G. (1999) International service marketing: review of research, 1980-1998. Journal of Services Marketing 13, 347-360.
Kotler, P., Bowen, J. T., and Makens, J. C. (2006) Marketing for hospitality and tourism (4 ed.): Upper Saddle River, NJ: Prentice Hall.
Lee, M. and Cunningham, L.F. (2001) A cost/benefit approach to understanding service loyalty. Journal of Service Marketing 15, 113-130.
Lee, E. J. and Overby, J. W. (2004) Creating value for online shoppers: Implications for satisfaction and loyalty. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior 17, 54-67.
Liou, J.J.H. and Tzeng, G.H. (2007) A non-additive model for evaluating airline service quality. Journal of Air Transport Management 13, 131-138.
Martilla, J. A. and James, J. C. (1977) Importance-performance analysis. Journal of Marketing 14, 77-79.
Mulaik, S. A., L. R. James, J. V. Altine, N. Bennett, S. Lind and Stilwell, C. D. (1989) Evaluation of goodness-of-fit indices for structural equation models. Psychological Bulletin 105, 430-445.
Muller, R.O. (1996) Basic Principles of Structural Equation Modeling–An Introduction to LISREL and EQS. Springer-Verlag Inc., New York.
McDougall, G.H. and Levesque, T. (2000) Customer satisfaction with services: putting perceived value into the equation. Journal of Services Marketing 14, 392-410.
Myers, J. (2001) Measuring customer satisfactions: Hot buttons and other measurement issues. American Marketing Association, Chicago.
Matzler, K. and Sauerwein, E. (2002) The factor structure of customer satisfaction: an empirical test of the importance grid and the penalty-reward-contrast analysis. International Journal of Service Industry Management 13, 314-332.
Matzler, K., Sauerwein, E. and Heischmidt, K. A. (2003) Importance-performance analysis revisited : The role of factor structure of customer satisfaction. The Service Industries Journal 23, 112-129.
Matzler, K., Bailom, F., Hinterhuber, H. H., Renzl, B., and Pichler, J. (2004) The asymmetric relationship between attribute-level performance and overall customer satisfaction: A reconsideration of the importance-performance analysis. Industrial Marketing Management 33, 271-277.
Oliver, R.L. (1980) A cognitive model of the antecedent and consequences of satisfaction decisions. Journal of Marketing Research 17, 460-469.
Ostrowski, P.L., O’Brien, T.V. and Gordon, G.L. (1993) Service quality and customer loyalty in the commercial airline industry. Journal of Travel Research 32, 16-24.
Oh, H. (2001) Revisiting importance-performance analysis. Tourism Management 22, 617-627.
O’Connell, J.F. and Williams, G. (2005) Passengers’ perceptions of low cost airlines and full service carriers: A case study involving Ryanair, Aer Lingus, Air Asia and Malaysia Airlines. Journal of Air Transport Management 11, 259-272.
Parasuraman, A., Zeithaml, V.A. and Berry L.L. (1985) A conceptual model of service quality and its implications for future research. Journal of Marketing 49, 41-50.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988) SERVQIAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Marketing 64, 12-37.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1994) Reassessment of expectations as a comparison standard in measuring service quality: implications for further research. Journal of Marketing 58, 111-124.
Petrick, J.F. and Backman, S.J. (2002) An examination of golf travelers’ satisfaction, perceived value, loyalty and intentions to revisit. Tourism Analysis 6, 223-237.
Patterson, P.G. and Smith, T. (2003) A cross-cultural study of switching barriers and propensity to stay with service providers. Journal of Retailing 79, 107-120.
Park, J.W., Robertson, R. and Wu, C.L. (2004) The effect of airline service quality on passengers’ behavioural intentions: a Korean case study. Journal of Air Transport Management 10, 435-439.
Park, J.W., Robertson, R. and Wu, C.L. (2006a) The effects of individual dimensions of airline service quality: findings from Australian domestic air passengers. Journal of Hospitality and Tourism Management 13, 161-176.
Park, J.W., Robertson, R. and Wu, C.L. (2006b) Modelling the impact of airline service quality and marketing variables on passengers’ future behavioural intentions. Transportation Planning and Technology 29, 359-381.
Park, J.W. (2007) Passenger perceptions of service quality: Korean and Australian case Studies. Journal of Air Transport Management 13, 238-242.
Park, J.W. (2010) The effect of frequent flyer programs: A case study of the Korean airline industry. Journal of Air Transport Management 16, 287-288.
Raykov, T. and Marcoulides, G.A. (2000) A First Course in Structural Equation Modeling. Lawrence Erlbaum Associates, Inc., Mahwah, New Jersey.
Ryan, C. and Huyton, J. (2002) Tourists and aboriginal people. Annals of Tourism Research 29, 631-647.
Rose, J.M., Hensher, D.A. and Greene, W.H. (2005) Recovering costs through price and service differentiation: accounting for exogenous information on attribute processing strategies in airline choice. Journal of Air Transport Management 11, 400-407.
Sampson, S. E. and Showalter, M. J. (1999) The performance-importance response function: observations and implications. The Service Industries Journal 19, 1-25.
Sultan, F. and Simpson, M.C. (2000) International service variants: airlines passenger expectations and perceptions of service quality. Journal of Services Marketing 14, 188-216.
Sureshchandar, G.S., Rajendran, C. and Anantharaman, R.N. (2002) Determinants of customer-perceived service quality: a confirmatory factor analysis approach. Journal of Services Marketing 16, 9-34.
Shon, J. Z. Y., Chen, Y. H. and Chiou, Y. C. (2008) Examining low cost carrier service quality in China market. Proceedings of 2008 World Conference of Air Transport Research Society, Athens, Greece.
Tam, J.L.M. (2000) The effects of service quality, perceived value and customer satisfaction on behavioral intentions. Journal of Hospitality and Leisure Marketing 6, 31-43.
Ting, S. C. and Chen, C. N. (2002) The asymmetrical and non-linear effects of store quality attribute on customer satisfaction. Total Quality Management 13, 547-569
Tonge, J. and Moore, S. A. (2007) Importance-performance analysis for marine-park hinterlands: a western Australian case study. Tourism Management 28, 768-776.
Tam, M.L. and Lam, W.H.K. (2004) Determination of service levels for passenger orientation in Hong Kong international airport. Journal of Air Transport Management 10, 181-189.
Tam, M.L., Lam, W.H.K. and Lo, H.P. (2010) Incorporating passenger perceived service quality in airport ground access mode choice model. Transportmetrica 6, 3-17.
Wakefield, K.L. and Blodgett, J.G. (1994) The importance of servicescape in leisure service settings. Journal of Services Marketing 8, 66-76.
Woodruff, R.B. (1997) Customer value: the next source for competitive advantages. Journal of the Academy of Marketing Service 25, 139-153.
Wakefield K. L., Blodgett, J. (1999) Customer response to intangible and tangible service factors. Psychology and Marketing 16, 51-68.
Yu, J. (2007) Research of airlines customer satisfaction based on structural equation model. Journal of Civil Aviation University of China 25, 38-45.
Zeithaml, V.A. (1988) Consumer perception of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing 52, 2-22.
Zeithaml, V.A., Berry, L. and Parasuraman, A. (1996) The behavioral consequences of service quality. Journal of Marketing 60, 31-46.
Zhang, H. Q. and Chow, I. (2004) Application of importance-performance model in tour guides’ performance: evidence from mainland Chinese outbound visitors in Hong Kong. Tourism Management 25, 81-91.

 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
QR Code
QRCODE