航空公司企業形象及服務品質對顧客滿意度及顧客忠誠度之研究

A STUDY ON THE AIRLINES' CORPORATE IMAGE AND SERVICE QUALITY TOWARD CUSTOMER SATISFACTION

由於，過去航空公司服務品質文獻仍鮮少整合企業形象、服務品質的觀點來探討影響顧客滿意度之間的因素，透過結構方程模型分析驗證研究架構因果關係，找出業者改善方向，以提供顧客更好的選擇。研究發現，企業形象因素負荷量最高，顯示企業形象及服務品質對顧客滿意度，將有助於提升本身的競爭力，更有助於增加利潤。另發現女性搭機原因83.69％為旅遊，顯示女性旅遊消費市場正在快速成長崛起，建議航空公司如提供女性專屬機票優惠服務，勢必爭取更多女性顧客的支持。其次，為企業形象高於其服務品質與滿意度，以女性特別重視。航空公司採取強化顧客滿意度的行銷策略以提高顧客持續再購機票、再搭乘的意願，可從服務品質的改善方面著手。最後，本研究結果可作為航空公司策略的訂定及航空運輸市場競爭參考，藉此提升航空運輸市場的服務品質，造成雙贏局面。

The past literature seldom discusses airline's integrated factors of corporate image, service quality on the impact of customer satisfaction. The SEM analysis is applied to validate the the cause-result relationship of research structure to find out the direction for airlines to improve their performance and offer better choices for customers. The findings indicate that the corporate image has the highest factor loading. Thus, it shows that the coporate image with service quality toward customer satisfaction will help to promote its competitive power and further increase its profit. Further, other findings also reveal that it has an 83.69% opportunities for female taking flight is for travel, it shows that the female travel consumption market is fast growing. Moreover, female especially emphasizes on corporate image more than its service quality and satisfaction. Therefore, airlines should adopt marketing strategies to streghen customer's satisfaction to enhance their willingness of ticket repurchasing and flight taking from service quality improvement. At last, the final result should be as a reference for airlines to develop strategies with market competition. And finally, it can facilitate to improve the service quality of airline market and shape the win-win situation.