北高航線服務遞送滿意關鍵因素暨市場觀察分析

Marketing Observation on the Critical Factors of Airline Service-delivery Satisfaction for Taipei-Kaohsiung Route

市場區隔在行銷領域並非新的概念，但在市場環境丕變之下，國內線各家航空公司以往視為產品定位策略的區隔變數現在是否仍然適用，頗值得商榷。本研究以關鍵事件技術法蒐尋影響北高航線旅客滿意的服務課題，進而推衍影響旅客選擇服務提供者的關鍵事件，再以劇場理論捕捉問題的輪廓。在資料分析方法上，採用參照單位分析法從事各航空公司於服務項目的差異分析及排序，並輔以雷達圖說明北高航線各家業者在服務策略的強項、弱項以及相對應的建議策略。本研究發現北高航線市場的區隔界限模糊，不易透過「目標行銷策略」來改善經營困境。緣此，遂針對民航業者提出「轉型」及「反區隔」兩項建議策略，期望能為業界在管理決策上提供多元而有意義的思考方向。

Market segmentation is not a new concept in the field of marketing, but whether the traditional segmentation variables of domestic airlines' product positioning strategies are suitable under the highly competitive environment should be investigated. This study adopted the "critical incident technique" to search for the critical events that affect customer satisfaction in the TSA-KHH route. The dramaturgical theory was then applied to classify the critical events and help in developing the questionnaire to collect required data. The Ridit analysis and radar chart were finally employed to analyze the competitive advantages and vulnerabilities of the service strategies for different airlines in the TSA-KHH route. The results of this study revealed that marketing boundary of TSA-KHH route services was not easy to differentiate. Therefore, it seems difficult for enterprises to improve the worsening management bottlenecks by adopting target marketing strategies. Some strategies such as "corporate transformation" and "counter-segmentation" were finally introduced to provide diversified and valuable suggestions in planning marketing strategies for the airline industry.