運具誤點問題一直是政府與業者所關切的議題，但以往研究者多著重於延 誤可靠性的衡量，並無針對延誤賠償之研究。本研究即針對誤點情形較嚴重的航空客運，從 行銷的觀點探討業者納入賠償制度的可行性，並結合羅吉特需求模式建立賠償模式，以航空 公司利潤最大化之觀點找出在可行原則下航空公司應採取之最適延誤賠償金額。研究發現旅 客對票價與時間的敏感程度為航空公司在納入延誤賠償制度時所應優先考量的因素，其主導 賠償制度的可行性與否。至於最佳賠償金額方面，誤點率大的航空公司宜採低賠償金額之策 略，而誤點率低者，則可採取高賠償金額之策略。

　　　　　Traffic delay has been an important issue for the government and industry. However, most of the previous research emphasized on measuring the reliability of transportation service. There is no research in the area of delay compensation. In this research, the feasibility of introducing delay compensation into the frequently delayed passenger flights is studied from the marketing point of view. In addition, with the Logit choice model and revenue maximization, the optimal delay compensation is developed. The results show that whether the passengers are sensitive to price or travel time is the key factor to be considered. As to the amount of money to be compensated for flight delay, it is suggested that low compensatory policy should be adopted when the flight delay occurs frequently. On the contrary, when the flight is relatively punctual, the higher compensatory policy will be better.