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題名：企業形象對旅客忠誠度之影響研究--以國內航空業為例
書刊名：觀光旅遊研究學刊
作者：陳家瑜 引用關係／林昆德
作者(外文)：Chen, Chia-yu／Lin, Kun-te
出版日期：2006
卷期：1
頁次：頁55-75
主題關鍵詞：國內航空業；企業形象；忠誠度；Domestic airline industry；Corporate image；Loyalty
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(5) 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:5
  • 共同引用共同引用:7
  • 點閱點閱:76
國內線的航空業者近幾年面對其他交通工具的強勢競爭，漸漸浮出市場萎縮與經營困難的窘境，而企業形象又常被視為是衡量公司整體表現與服務的重要指標之一，若能了解如何藉由企業形象的經營轉化成更具體的忠誠消費，將有助於國內航空業者強化市場競爭能力。本文試圖探究航空公司形象的組成，比較旅客對航空業企業形象構面的重視度與所搭乘航空公司企業形象屬性之實際評估，並探討企業形象如何影響旅客之忠誠度。研究結果歸納出航空業的五項企業形象構面，包括機隊經營，服務聲譽，市場行銷，航班規劃，與外觀辨識。本文並針對受訪者的人口屬性與搭機目的，就其對各構面之重要性與評估與以比較。再以重要表現分析法檢驗各家航空公司五項構面的表現，其中華信航空獲得旅客認同的企業形象構面較多，復興航空則略遜一籌。而迴歸分析則顯示機隊經營，服務聲譽與市場行銷的認同會正面影響對航空公司的忠誠度；此外，企業形象對行為性的忠誠影響較大，但對態度承諾性的忠誠影響則較為有限。
This research attempted to examine how corporate image influences customer loyalty in domestic airline industry. The five corporate image factors identified were: fleet management, service reputation, marketing mix, flight scheduling and corporate logo. The findings of this study suggested that demographic characteristics such as gender and educational level were significantly associated with perceived importance of corporate image. In addition, we evaluated the performance of corporate image of each surveyed airline by Importance-Performance Analysis (IPA). Furthermore, this research conducted regression analysis and proved that fleet management, service reputation and marketing mix have positive influence on building customer loyalty for domestic airlines.
期刊論文
1.李新富(19990600)。企業形象策略的意涵、價值與影響因素之探討。臺中商專學報，31，315-338。  延伸查詢new window
2.陳家瑜(20050300)。哩程酬賓計畫對國際航線航班選擇決策之影響。企業管理學報，64，1-28。new window  延伸查詢new window
3.黃明政(2005)。銀行企業形象與顧客忠誠度之相關分析。商學學報(空大)，13，261-277。new window  延伸查詢new window
4.張家祝、賈凱傑、賴金和(20020900)。國內民航「開放天空」政策之檢討。民航季刊，4(3)，71-97。  延伸查詢new window
5.Andreassen, T. W.、Lindestad, B.(1998)。Customer Loyalty and Complex Service: The Impact of Corporate Image on Quality, Customer Satisfaction and Loyalty for Customer with Varying Degrees of Service Expertise。International Journal of Service Industry Management，9(1)，7-23。  new window
6.Baloglu, S.(2002)。Dimensions of Customer Loyalty。Cornell Hotel and Restaurant Administration Quarterly，February，47-59。  new window
7.Christopher, M.、Pitts, B.(1969)。It's who you sell。Business Management，1969(Nov.)，26-31。  new window
8.Chu, R. K. S.、Choi, T.(2000)。An Importance-Performance Analysis of Hotel Selection Factors in the Hong Kong Hotel Industry: A Comparison of Business and Leisure Travellers。Tourism Management，21(4)，363-377。  new window
9.Driver, J. C.(1999)。Developments in Airline Marketing Practice。Journal of Marketing Practice: Applied Marketing Science，5(5)，134-150。  new window
10.Easton, A.(1966)。Corporate Style versus Corporate Image。Journal of Marketing Research，3(2)，168-174。  new window
11.Fryxell, G. E.、Wang, J.(1994)。The Fortune Corporate "Reputation’ Index: Reputation for What?。Journal of Management，20(1)，1-14。  new window
12.Herbig, P.、Milewicz, J.(1995)。The Relationship of Reputation and Credibility to Brand Success。The Journal of Consumer Marketing，12(4)，5-10。  new window
13.Lessing, P. V.(1973)。Consumer Store Images and Store Loyalties。Journal of Marketing，37(4)，72-74。  new window
14.MacInnis, D. J.、Price, L. L.(1987)。The Role of Imagery in Information Processing: Review and Extensions。Journal of Consumer Research，13(4)，473-491。  new window
15.Nelms, D. W.(1996)。Image's New Demands。Air Transport Work，33(4)，34-37。  new window
16.Nguyen, N.、LeBlanc, G.(2001)。Corporate Image and Corporate Reputation in Customers Retentions Decisions in Services。Journal of Retailing and Consumer Service，8(4)，227-236。  new window
17.Nguyen, N.、LeBlanc, G.(2002)。Personnel, Physical, Physical Environment and the Perceived Corporate Image of Intangible Services by New Clients。International Journal of Service Industry Management，13(3)，242-262。  new window
18.Pritchard, M. P.、Howard, D. R.(1997)。The Loyal Traveler:Examining a Typology of Service Patronage。Journal of Travel Research，35(4)，2-10。  new window
19.Ruyter, K.、Wetzels, M.(2000)。The Role of Corporate Image and Extension Similarity in Service Brand Extension。Journal of Economic Psychology，21，639-659。  new window
20.Shoemaker, S.、Lewis, R. C.(1999)。Customer Loyalty: The Future of Hospitality Marketing。International Journal of Hospitality Management，18(4)，345-370。  new window
21.Whyte, R.(2002)。Loyalty Marketing and Frequent Flyer Programs: Attitude and Attributes of Corporate Travelers。Journal of Vacation Marketing，9(1)，17-34。  new window
22.Zins, A. H.(2001)。Relative Attitudes and Commitments in Customer Loyalty Models: Some Experiences in the Commercial Airline Industyr。International Journal of Service Industry，12(3)，269-294。  new window
23.Ganesh, Jaishankar、Arnold, Mark J.、Reynolds, Kristy E.(2000)。Understanding the customer base of service providers: An examination of the differences between switchers and stayers。Journal of Marketing，64(3)，65-87。  new window
24.Kotler, Philip、Barich, Howard(1991)。A Framework for Marketing Image Management。Sloan Management Review，32(2)，94-104。  new window
25.陳光榮(20010600)。高科技產業的行銷策略。經濟情勢暨評論，7(1)，120-137。  延伸查詢new window
26.Ostrowski, P. L.、O'Brien, T. V.、Gordon, G. L.(1993)。Service quality and customer loyalty in the commercial airline industry。Journal of Travel Research，32(2)，16-24。  new window
27.Webster, Cynthia、Sundaram, D. S.(1998)。Service Consumption Criticality in Failure Recovery。Journal of Business Research，41(2)，153-159。  new window
28.汪進財、劉得昌(19990900)。臺灣地區航空市場特性與發展分析。運輸計劃，28(3)，451-483。new window  延伸查詢new window
29.Chéron, E. J.、McTavish, R.、Perrien, J.(1989)。Segmentation of Bank Commercial Markets。International Journal of Bank Marketing，7(6)，25-30。  new window
30.Kennedy, S. H.(1977)。Nurturing corporate image。European Journal of Marketing，11(3)，120-164。  new window
31.Dichter, Ernest(1985)。What's in an Image?。Journal of Consumer Marketing，2(1)，75-81。  new window
32.Kandampully, J.、Suhartanto, D.(2000)。Customer loyalty in the hotel industry: the role of customer satisfaction and image。International Journal of Contemporary Hospitality Management，12(6)，346-351。  new window
33.Oh, Haemoon(2001)。Revisiting importance-performance analysis。Tourism Management，22(6)，617-627。  new window
34.Dick, Alan S.、Basu, Kunal K.(1994)。Customer Loyalty: Toward an Integrated Conceptual Framework。Journal of the Academy of Marketing Science，22(2)，99-113。  new window
35.Selnes, Fred(1993)。An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty。European Journal of Marketing，27(9)，19-35。  new window
36.Wong, Amy、Sohal, Amrik(2003)。Service Quality and Customer Loyalty Perspectives on Two Levels of Retail Relationships。Journal of Services Marketing，17(5)，495-513。  new window
37.Grönroos, Christian A.(1984)。A Service Quality Model and its Marketing Implications。European Journal of Marketing，18(4)，36-44。  new window
38.Chapman, Randall G.(1993)。Brand performance comparatives。The Journal of Product & Brand Management，2(1)，42-50。  new window
39.Martilla, John A.、James, John C.(1977)。Importance-performance analysis。Journal of Marketing，41(1)，77-79。  new window
40.Bejou, David、Palmer, Adrian(1998)。Service Failure and Loyalty: An Exploratory Empirical Study of Airline。Journal of Services Marketing，12(1)，7-22。  new window
41.Reichheld, Frederick F.(1993)。Loyalty-Based Management。Harvard Business Review，71(2)，64-73。  new window
42.Bitner, Mary Jo(1990)。Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses。Journal of Marketing，54(2)，69-82。  new window
研究報告
1.交通部民用航空局(2004)。民航統計年報。  延伸查詢new window
2.Rao, A.、Qu, L.、Ruekert, R. W.(1997)。Brand Alliances as Information about Unobservable Product Quality (計畫編號：# 97-100)。Cambridge, MA：Marketing Science Institute。  new window
學位論文
1.蘇源松(1995)。臺北市旅行業者對國籍民用航空運輸業企業形象評估之研究(碩士論文)。國立交通大學。  延伸查詢new window
圖書
1.八卷俊雄(1988)。企業形象戰略。臺北：藝風堂。  延伸查詢new window
2.張有恆(2003)。航空業經營與管理。臺北：華泰文化事業公司。  延伸查詢new window
3.戴言志(2002)。兩岸航空運輸產業之研究。新竹：工研院經資中心。  延伸查詢new window
4.Alreck, L. P.、Settle, B. R.(1994)。The Survey Rresearch Handbook。Homewood：Irwin。  new window
5.Gronroos, C.(1993)。Services Marketing and Management。Lexington, MA：Lexington Books。  new window
6.Oliver, R. L.(1997)。Satisfaction: A Behavior Perceptive on the Consumer。Boston, MA：Irwin, McGraw-Hill。  new window
7.Jacoby, Jacob、Chestnut, Robert W.(1978)。Brand Loyalty: Measurement and Management。John Wiley & Sons, Inc.。  new window
8.Griffin, J.(1995)。Customer Loyalty: How to Earn It, How to Keep It。New York：Lexington Book。  new window
圖書論文
1.Finn, A.(1985)。A Theory of the Consumer Evaluation Process for New Product Concepts。Research in Consumer Behavior。  new window
2.Gummesson, E.、Gronroos, C.(1988)。Quality of Services: Lessons from the Product Sector。Add Value to Your Service。Chicago：American Marketing Association。  new window
 
 
 
 
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