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題名：台灣地區航空公司顧客關係利益與忠誠度關係之研究
作者：陳方元 引用關係
作者(外文)：Fang-Yuan Chen
校院名稱：國立成功大學
系所名稱：交通管理學系碩博士班
指導教授：張有恆
學位類別：博士
出版日期：2006
主題關鍵詞：關係傾向；顧客忠誠度；轉換障礙；承諾；顧客滿意；關係利益；Customer loyalty；Switching barriers；Customer satisfaction；Commitment；Relational benefits；Relational proneness
原始連結：連回原系統網址new window
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國內線航空市場自民國86年起即開始萎縮，在市場有限情況下，航空公司逐漸轉向以顧客保留為經營重點；此外，高鐵預計於95年10月年通車營運，對航空市場的衝擊勢所難免。因此如何維繫與顧客的關係，以穩定客源，培養忠誠的顧客群，是航空公司必須嚴肅面對的課題。本研究的目的即在結合顧客關係利益、顧客滿意、轉換障礙、承諾及顧客忠誠度，建構一整合性的航空公司顧客關係利益–忠誠度模式，並以顧客關係傾向(relationship proneness)及性別進行分群樣本分析，以深入了解關係利益對顧客忠誠度的影響過程。
本研究分二階段進行。在第一階段究採取消費者深度訪談(depth-interview)的質性研究法，訪談國內四家航空公司的顧客，以歸納出航空公司顧客關係利益的類型，再結合相關文獻提出本研究的研究架構及研究模式。在第二階段，則進行量化的實證研究，針對搭乘國內線航班的顧客蒐集資料，採用結構方程模式(structural equation modeling，SEM)進行模式配適與驗證。
研究結果顯示國內線航空公司顧客知覺關係利益有信心利益、社交利益、特殊對待利益及尊榮利益。顧客重視的關係利益，依序為信心利益、尊榮利益、特殊對待利益及社交利益。影響顧客滿意最重要的關係利益為信心利益，其次是尊榮利益；在大多數的分析中均顯示，社交利益正向會影響顧客的轉換障礙及對航空公司的承諾，顧客滿意與轉換障礙會正向影響顧客的承諾，顧客滿意與口碑與再惠顧意願亦有正向的關聯。在外生變數中，信心利益與尊榮利益對口碑與再惠顧意願的影響效果最大；而內生變數中，以顧客滿意對口碑與再惠顧意願的影響效果最大。分群樣本分析結果發現，承諾扮演高關係傾向顧客群及女性顧客群的重要中介變數，顧客滿意及轉換障礙均會透過承諾對口碑與再惠顧意願產生間接的影響。最後，本研究依據研究發現，提出具體的理論與實務意涵以及後續研究的方向。
The airline market in Taiwan has shrunk a geat deal since 1997. In the face of new market situation, airlines were shifting their strategic focus toward retaining existing customers. To make matters worse, the Taiwan High-Speed Rail is projected to commence revenue service by the end of October 2006 which is expected to have a profound impact on airline market in Taiwan. It is therefore critical for airlines to maintain good relationships with existing customers and gain their loyalty. The purpose of this thesis is to propose and test an integrated model investigating the relationships among customer relational benefits, customer satisfaction, switching barriers, commitment, and customer loyalty.
This study adopted a two-stage research approach. In-depth interviews with airline customers were first conducted to categorize the types of customer relational benefits in Taiwan’s airline market. Following the qualitative work, a research model was proposed to test the hypotheses. The second phase included an airline passenger survey administered at four major airports in Taiwan between July and August 2005. The structural equation modeling (SEM) was used to analyze survey data.
The results revealed that relational benefits airline customers perceived included confidence benefits, social benefits, special treatment benefits, and respect benefits. The relative importance of relational benefits customers attached were confidence benefits, respect benefits, special treatment benefits, and social benefits. Confidence benefits were found to have the strongest direct impact on customer satisfaction, followed by respect benefits. In most cases, social benefits had positive impact on switching barreirs and commitment; customer satisfaction and switching barriers both had significant positive impact on commitment. In addition, customer satisfaction was positively correlated with behavioral loyalty and attitudinal loyalty. Among the exogenous variables, confidence benefits and respect benefits had the strongest total effects on behavioral loyalty and attitudinal loyalty. In terms of endogenous variables, customer satisfaction had the largest total effects on behavioral loyalty and attitudinal loyalty, respectively. Findings from the customer subgroup analyses indicated that commitment was an important variable that partially mediated the relationship between customer satisfaction, switching barriers and the two loyalty variables for high customer relationship proneness and female customer groups. A number of theoretical and practical implications were discussed and limitations and directions for future research were also addressed.
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