航空公司罷工對於乘客滿意度與轉換意願影響之研究-以乘客類型、罷工型態為調節變項

The impact of Airline Strikes on Passengers’Satisfaction and Switching Intentions-The Moderating role of Passenger Type and Strike Type

勞權意識逐漸抬頭，罷工是為了抗議而拒絕工作，勞方和資方可說是兩個陣營的對立，而當時罷工所造成的損失主要是生產的停頓而使勞資雙方都賺不到錢（陳博志，2019）。2019 年台灣航空業發生兩起罷工事件，這兩起事件分別為長榮與華航，故本研究將針對在 2019 年發生的華航機師罷工事件和長榮空服員罷工事件、不同的乘客類型（商務客與休閒客）來探討個體對航空公司員工之罷工態度、乘客滿意度、轉換意願之間的影響。本研究採實驗法搭配問卷之形式，分別整理各罷工期間資訊製成 10 分鐘左右的影片，讓受試者觀賞後填寫問卷。總回收有效問卷為 516 份，依罷工類型分類長榮發放之有效問卷有 245 份，華航為 271 份；依乘客類型分類休閒客發放之有效問卷為 218 份，商務客為 298 份。其研究結果罷工態度對乘客滿意度是正向影響；乘客滿意度對轉換意願為負向影響；不同的乘客類型會在罷工態度至乘客滿意度有調節效果，商務客對於航空公司的滿意度不會因為罷工的發生產生較大的影響，然而休閒客正好相反，容易受到罷工事件的影響而改變其滿意度。

The awareness of labor rights is gradually rising. The strike is to refuse to work for protest. Labor and management can be said to be the opposition of the two camps. At that time, the loss caused by the strike was mainly the production stoppage, which made both labor and management unable to make money (Chen Bozhi , 2019). There were two strikes in Taiwan’s aviation industry in 2019. The two incidents were EVA and China Airlines. Therefore, this study will focus on the strikes of China Airlines pilots and EVA flight attendants in 2019, as well as different types of passengers (commercial Passengers and Leisure Passengers) to explore the influence of individuals on airline employees’ strike attitude, passenger satisfaction, and willingness to switch. In this study, an experimental method was used with a questionnaire, and the information during each strike was sorted into a video of about 10 minutes, and the subjects were allowed to fill out the questionnaire after watching it. The total number of valid questionnaires returned was 516. According to the type of strike, EVA released 245 valid questionnaires and China Airlines released 271. According to the type of passenger, there were 218 valid questionnaires sent by leisure passengers and 298 valid questionnaires issued by business passengers. The research results show that strike attitude has a positive effect on passenger satisfaction; passenger satisfaction has a negative effect on conversion willingness; different types of passengers will have a moderating effect from strike attitude to passenger satisfaction, while business passengers’ satisfaction with airlines will not Because the occurrence of strikes has a greater impact, but leisure travelers are just the opposite, and they are susceptible to the impact of strikes and change their satisfaction.