企業形象對旅客忠誠度之影響研究──以國內航空業為例

The Influence of Corporate Image on Customer Loyalty in the Domestic Airline Industry

國內線的航空業者近幾年面對其他交通工具的強勢競爭，漸漸浮出市場萎縮與經營困難的窘境，而企業形象又常被視為是衡量公司整體表現與服務的重要指標之一，若能了解如何藉由企業形象的經營轉化成更具體的忠誠消費，將有助於國內航空業者強化市場競爭能力。本文試圖探究航空公司企業形象的組成，比較旅客對航空業企業形象構面的重視度與所搭乘航空公司企業形象屬性之實際評估，並探討企業形象如何影響旅客之忠誠度。研究結果歸納出航空業的五項企業形象構面，包括機隊經營，服務聲譽，市場行銷，航班規劃，與外觀辨識。本文並針對受訪者的人口屬性與搭機目的，就其對各構面之重要性與評估與以比較。再以重要表現分析法檢驗各家航空公司五項構面的表現，其中華信航空獲得旅客認同的企業形象構面較多，復興航空則略遜一籌。而迴歸分析則顯示機隊經營，服務聲譽與市場行銷的認同會正面影響對航空公司的忠誠度；此外，企業形象對行為性的忠誠影響較大，但對態度承諾性的忠誠影響則較為有限。

This research attempted to examine how corporate image influences customer loyalty in domestic airline industry. The five corporate image factors identified were: fleet management, service reputation, marketing mix, flight scheduling and corporate logo. The findings of this study suggested that demographic characteristics such as gender and educational level were significantly associated with perceived importance of corporate image. In addition, we evaluated the performance of corporate image of each surveyed airline by Importance-Performance Analysis (IPA). Furthermore, this research conducted regression analysis and proved that fleet management, service reputation and marketing mix have positive influence on building customer loyalty for domestic airlines.