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系統識別號 U0026-0812200912071342
論文名稱(中文) 台灣地區航空公司顧客關係利益與忠誠度關係之研究
論文名稱(英文) The Relationships Between Customer Relational Benefits and Customer loyalty – An Empirical Study of Airline Customers in Taiwan
校院名稱 成功大學
系所名稱(中) 交通管理學系碩博士班
系所名稱(英) Department of Transportation & Communication Management Science
學年度 94
學期 2
出版年 95
研究生(中文) 陳方元
研究生(英文) Fang-Yuan Chen
學號 r5887103
學位類別 博士
語文別 中文
論文頁數 177頁
口試委員 口試委員-呂錦山
口試委員-徐村和
口試委員-蔡東峻
口試委員-溫敏杰
指導教授-張有恆
口試委員-李雲寧
中文關鍵字 關係傾向  顧客忠誠度  轉換障礙  承諾  顧客滿意  關係利益 
英文關鍵字 Customer loyalty  Switching barriers  Customer satisfaction  Commitment  Relational benefits  Relational proneness 
學科別分類
中文摘要 國內線航空市場自民國86年起即開始萎縮,在市場有限情況下,航空公司逐漸轉向以顧客保留為經營重點;此外,高鐵預計於95年10月年通車營運,對航空市場的衝擊勢所難免。因此如何維繫與顧客的關係,以穩定客源,培養忠誠的顧客群,是航空公司必須嚴肅面對的課題。本研究的目的即在結合顧客關係利益、顧客滿意、轉換障礙、承諾及顧客忠誠度,建構一整合性的航空公司顧客關係利益–忠誠度模式,並以顧客關係傾向(relationship proneness)及性別進行分群樣本分析,以深入了解關係利益對顧客忠誠度的影響過程。
本研究分二階段進行。在第一階段究採取消費者深度訪談(depth-interview)的質性研究法,訪談國內四家航空公司的顧客,以歸納出航空公司顧客關係利益的類型,再結合相關文獻提出本研究的研究架構及研究模式。在第二階段,則進行量化的實證研究,針對搭乘國內線航班的顧客蒐集資料,採用結構方程模式(structural equation modeling,SEM)進行模式配適與驗證。
研究結果顯示國內線航空公司顧客知覺關係利益有信心利益、社交利益、特殊對待利益及尊榮利益。顧客重視的關係利益,依序為信心利益、尊榮利益、特殊對待利益及社交利益。影響顧客滿意最重要的關係利益為信心利益,其次是尊榮利益;在大多數的分析中均顯示,社交利益正向會影響顧客的轉換障礙及對航空公司的承諾,顧客滿意與轉換障礙會正向影響顧客的承諾,顧客滿意與口碑與再惠顧意願亦有正向的關聯。在外生變數中,信心利益與尊榮利益對口碑與再惠顧意願的影響效果最大;而內生變數中,以顧客滿意對口碑與再惠顧意願的影響效果最大。分群樣本分析結果發現,承諾扮演高關係傾向顧客群及女性顧客群的重要中介變數,顧客滿意及轉換障礙均會透過承諾對口碑與再惠顧意願產生間接的影響。最後,本研究依據研究發現,提出具體的理論與實務意涵以及後續研究的方向。



英文摘要 The airline market in Taiwan has shrunk a geat deal since 1997. In the face of new market situation, airlines were shifting their strategic focus toward retaining existing customers. To make matters worse, the Taiwan High-Speed Rail is projected to commence revenue service by the end of October 2006 which is expected to have a profound impact on airline market in Taiwan. It is therefore critical for airlines to maintain good relationships with existing customers and gain their loyalty. The purpose of this thesis is to propose and test an integrated model investigating the relationships among customer relational benefits, customer satisfaction, switching barriers, commitment, and customer loyalty.
This study adopted a two-stage research approach. In-depth interviews with airline customers were first conducted to categorize the types of customer relational benefits in Taiwan’s airline market. Following the qualitative work, a research model was proposed to test the hypotheses. The second phase included an airline passenger survey administered at four major airports in Taiwan between July and August 2005. The structural equation modeling (SEM) was used to analyze survey data.
The results revealed that relational benefits airline customers perceived included confidence benefits, social benefits, special treatment benefits, and respect benefits. The relative importance of relational benefits customers attached were confidence benefits, respect benefits, special treatment benefits, and social benefits. Confidence benefits were found to have the strongest direct impact on customer satisfaction, followed by respect benefits. In most cases, social benefits had positive impact on switching barreirs and commitment; customer satisfaction and switching barriers both had significant positive impact on commitment. In addition, customer satisfaction was positively correlated with behavioral loyalty and attitudinal loyalty. Among the exogenous variables, confidence benefits and respect benefits had the strongest total effects on behavioral loyalty and attitudinal loyalty. In terms of endogenous variables, customer satisfaction had the largest total effects on behavioral loyalty and attitudinal loyalty, respectively. Findings from the customer subgroup analyses indicated that commitment was an important variable that partially mediated the relationship between customer satisfaction, switching barriers and the two loyalty variables for high customer relationship proneness and female customer groups. A number of theoretical and practical implications were discussed and limitations and directions for future research were also addressed.



論文目次 中文摘要 I
英文摘要 II
誌謝 IV
目錄 VI
圖目錄 IX
表目錄 X

第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 4
1.3 研究範圍與對象 6
1.4 論文架構 6

第二章 文獻探討 8
2.1 顧客關係利益 8
2.2 顧客滿意 11
2.3 轉換障礙 14
2.4 承諾 17
2.4.1 承諾的定義 17
2.4.2 承諾的中介效果 19
2.5 顧客忠誠度 20
2.5.1 顧客忠誠度的定義 20
2.5.1 顧客忠誠度的衡量 21
2.5.3 航空運輸顧客忠誠度的相關研究 22
2.6 消費者關係傾向 25
2.7 性別對購買行為的影響 27
2.8 研究變數間的關係 27
2.8.1 關係利益與顧客滿意的關係 27
2.8.2 關係利益與轉換障礙的關係 29
2.8.3 關係利益與承諾的關係 29
2.8.4 顧客滿意與承諾的關係 30
2.8.5 轉換障礙與承諾的關係 31
2.8.6 顧客滿意與顧客忠誠度的關係 32
2.8.7承諾與顧客忠誠度的關係 33
2.8.8轉換障礙與顧客忠誠度的關係 34
2.9 文獻評析 36

第三章 研究設計 39
3.1 研究方法 39
3.2 研究流程 40
3.4 資料分析方法 41

第四章 質性研究 47
4.1 消費者深度訪談 47
4.2 研究抽樣 47
4.3 資料蒐集 49
4.4 資料分析原則 51
4.5 本文分析 52
4.6 分析結果 56

第五章 量化研究 59
5.1 研究架構 59
5.2 研究假說 60
5.2.1 顧客關係利益對顧客滿意的影響 60
5.2.2 顧客關係利益對轉換障礙的影響 62
5.2.3 顧客關係利益對承諾的影響 63
5.2.4 顧客滿意對承諾的影響 64
5.2.5 轉換障礙對承諾的影響 65
5.2.6 顧客滿意對顧客忠誠度的影響 65
5.2.7 轉換障礙對顧客忠誠度的影響 65
5.2.8 承諾對顧客忠誠度的影響 65
5.3 研究變數定義與衡量 66
5.4 研究對象與資料蒐集方法 71
5.5 問卷設計與前測 72

第六章 顧客關係利益與忠誠度之關係實證資料分析 74
6.1 樣本基本資料 74
6.2 敘述性統計分析 76
6.2.1 全體顧客重視的關係利益 76
6.2.2 全體顧對各構念的態度 77
6.3 衡量模式 80
6.3.1 觀察變項之檢查 80
6.3.2 違犯估計的檢查 80
6.3.3 探索性因素分析與信度分析 82
6.3.4 驗證性因素分析 85
6.3.5 標準化殘差常態機率圖 87
6.3.6 殘差分析與修正指標 89
6.3.7 效度分析 92
6.4 結構模式 96
6.4.1 研究模式 96
6.4.2 對立模式 99
6.4.3 研究假說之檢定 102
6.4.4 構念間影響效果分析 107
6.4.5 全體樣本路徑效果分析 109
6.5分群樣本分析 111
6.5.1 以顧客關係傾向分群 111
6.5.1.1 高關係傾向顧客群 112
6.5.1.2 低關係傾向顧客群 119
6.5.2 以性別分群 125
6.5.2.1 男性顧客群 126
6.5.2.2 女性顧客群 133
6.6 研究結果綜整 140

第七章 結論與建議 144
7.1 研究結論 144
7.2 理論與實務意涵 148
7.2.1 理論意涵 148
7.2.2 實務意涵與建議 150
7.3 研究貢獻 154
7.4 研究限制 155
7.5 未來研究建議 155

參考文獻 157
附錄一 消費者深度訪談訪談題綱 171
附錄二 正式調查問卷 172
附錄三 作者簡歷 177
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