航空公司網路訂位售票行銷策略與顧客滿意度之研究－以國內航線為例

NHUIR > College of Management > Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management > Disserations and Theses(M.A. Program in Tourism Management) > Item 987654321/20937

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Title:	航空公司網路訂位售票行銷策略與顧客滿意度之研究－以國內航線為例
Other Titles:	A STUDY ON THE MARKETING STRATEGY AND CUSTOMER SATISFACTION OF ON-LINE TICKETING FOR DOMESTIC AIRLINES
Authors:	林淑萍 LIN, SHU-PING
Contributors:	旅遊事業管理研究所陳勁甫 CHEN CHING-FU
Keywords:	航空公司;網路訂位售票;顧客滿意度模式 airlines;on-line ticketing;customer satisfaction model;LISREL
Date:	2002
Issue Date:	2015-05-25 15:17:39 (UTC+8)
Abstract:	本研究目的在建構航空公司網路售票顧客滿意衡量模式，以十七項服務變項來衡量期望服務與知覺服務績效，並以敘述統計、因素分析、卡方檢定、單因子變異數分析(One-Way ANOVA)等方法來分析旅客人口統計變數與期望服務及知覺服務績效間之差異。此外，並利用LISREL完整地探討期望服務、知覺服務績效、顧客整體滿意度與忠誠度之間的關係與建構顧客滿意度之模式以研提相關行銷策略之改善建議，供產業界參考。本研究發現部份的人口統計變數對期望服務及知覺服務績效有顯著差異。期望服務與知覺服務績效產生顯著的直接關係，並進而對顧客整體滿意度產生間接關係。知覺服務績效與顧客整體滿意度產生顯著直接關係，並進而對忠誠度產生間接關係。顧客整體滿意度與忠誠度產生顯著直接關係，而期望服務與忠誠度也有顯著直接關係。 The purpose of this study is to establish the customer satisfaction model of on-line ticketing for airlines. This study uses 17 variables to measure customer’s service expectations and perceived service performance. In order to analyze the difference of attitudes to satisfaction among surveyed customers with various demographic characteristics, some multivariate analysis techniques including descriptive statistics, factor analysis, T-test, Chi square test and one-way ANOVA are used in this study. In addition, LISREL is applied to investigate the relationship among the service expectations, the perceived service performance, the customer satisfaction and the loyalty. Meanwhile, the customer satisfaction model is built for improving of the marketing strategy of airlines. The results of the study serve as a reference of on-line marketing strategy for airlines. The findings of the study indicate partial personal characteristics bring significant difference in the service expectations and the perceived service performance. Moreover, the service expectations have a direct significant impact on the perceived service performance, and perceived service performance implies a direct significant impact on the customer satisfaction. Sequentially, Both the customer satisfaction and the service expectation directly impact the customer’s loyalty.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Tourism Management)

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