廉航服務品質與顧客滿意度：評論參與的調節效果

The Moderating Effect of Review Involvement on the Relationship between Low-Cost Carriers Service Quality and Customer Satisfaction

廉價航空是一種新興的營運模式，利用低廉的價格，提供有限的服務，吸引特別在意價格的顧客。為了解顧客在使用此種服務模式時，所感受到的服務品質對其滿意度的影響，本研究運用「資料探勘」技術，蒐集顧客在TripAdvisor網站的英文評論，先了解八個項目的服務品質對顧客滿意度的影響程度，再加入「評論參與」變數，以瞭解評論參與對服務品質與顧客滿意度關係的調節效果。本研究共蒐集17,490則英文評論，經分析後的結果顯示，服務品質的八個項目中，「顧客服務」、「物有所值」，和「報到與登機」等三項，是對顧客滿意度影響較高的項目。此外，「評論參與」對服務品質與顧客滿意度的關係，存有顯著的調節效果。最後再透過字詞分析，找到廉價航空的顧客所重視的其他服務品質構面。在此亦提出管理上的意涵，作為航空業者掌握顧客需求與改善經營策略的參考。

Low-cost Carriers (LCCs), as an emerging operating model in commercial aviation, offer low ticket prices at the expense of limited services to attract customers who are particularly concerned about the price. Past studies have used LCCs as examples to understand the impact of service quality on customer satisfaction. In this study, we first apply data mining technology to collect and extract contents of customers' online reviews on LCCs from the TripAdvisor website, then we add the “review involvement” variable to understand how it interferes with service quality and customer satisfaction. We collect a total of 17,490 English reviews and the results show that “customer service”, “value for money”, and “check-in and boarding” are the three aspects that have high impacts on customer satisfaction. The adding variable “review involvement” has an obvious moderating effect on service quality and customer satisfaction. Moreover, we conduct a qualitative study and find other service quality variables those customer would concern about Low-cost Carriers. Finally, this study also proposes managerial implications as suggestions for aviation operators to better understand what their potential customers care about and to improve their business strategies.