國內航空業關係利益、關係品質及顧客自發性表現行為之研究

A Study on Relationship Benefit, Relationship Quality, and Customer Voluntary Behavior of the Domestic Airline Industry

在臺灣高鐵與國道客運競爭下，對國內線航空載客率衝擊甚大，如何與顧客維持良好關係以提升顧客忠誠早已是企業所重視之問題。過去關係行銷研究大多僅聚焦於企業與顧客間的關係品質可提升顧客如忠誠等行為意願，卻鮮少提及顧客可帶予公司的其他效益以吸引業者致力維持關係之重要變數。本研究旨意為納入組織公民行為理論的觀點，以探討顧客對航空業者在「關係利益、關係品質、顧客自發性表現行為」之關係連結。本研究以顧客於臺北松山航空站與高雄國際航空站所搭乘之國內航空為研究範疇，採立意比例抽樣。經分析發現，除特殊對待利益對滿意及滿意對承諾之關係未獲得實證支持外，本文的理論架構與研究假設大致獲得支持。最後，本文亦根據研究發現提出理論意涵與未來研究建議。

Under the competition from high speed rail and intercity buses in Taiwan, passenger load factors of the domestic routes of the airlines are severely impacted. The companies have already focused on the issue of how to maintain a sound relationship with the customer in order to raise customer loyalty Past research of relationship marketing mostly focused on the relationship quality between customer's behavioral enterprise in improving customer's behavioral intention such as loyalty, but paid less attention bother factors reflecting customers' potential to bring some benefits in attracting firms to deeply maintain relationships with them. This study is trying to explore relationships among relationship benefits, relationship quality, and customer voluntary behavior from the viewpoint of organizational citizenship behavior theory. The subject of the study is the domestic airlines airlines serve passengers in the Songshan and Kaohsiung airports. Samples were collected via purposive and ratio sampling technique. After analyzing the data, the theoretical constructs and hypotheses are mostly supported, except that there is no significant evidence of the relationship of special treatment benefits on satisfaction, and satisfaction on commitment. Finally, we suggest sonic management implications and future studies according to the research result.