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系統識別號 U0026-0812200914122480
論文名稱(中文) 航空公司品牌權益組成要素關係之研究
論文名稱(英文) Exploring the relationships between determinants of airline brand equity
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 96
學期 2
出版年 97
研究生(中文) 曾文祥
研究生(英文) Wen-shiang Tseng
學號 r5695109
學位類別 碩士
語文別 中文
論文頁數 60頁
口試委員 口試委員-溫傑華
口試委員-蔡明志
指導教授-陳勁甫
口試委員-蔡東峻
中文關鍵字 品牌忠誠度  品牌權益  航空公司  品牌知曉  知覺品質  品牌形象 
英文關鍵字 Airlines  Brand Equity  Brand Awareness  Perceived Quality  Brand Image  Brnad Loyalty 
學科別分類
中文摘要 本研究目的在探討航空公司品牌權益之組成要素影響關係,包括品牌知曉、知覺品質、品牌形象及品牌忠誠度。採取問卷調查法,針對搭乘國際線班機之旅客進行調查,問卷內容共分五個部分,第一至第四部份分別為品牌知曉、品牌形象、知覺品質與品牌忠誠度之態度問項,第五部份則為受訪者基本資料與旅次行為問項。調查地點為桃園國際機場之第一航廈與第二航廈,於民國97年2月進行調查,共得有效樣本為249份。資料分析方法包括描述性統計分析、信度分析、相關分析、單因子變異數分析、確認性因素分析及結構方程模式分析。研究主要結論如下:一、品牌知曉會正向影響知覺品質及品牌形象,並且品牌知曉會透過知覺品質間接影響品牌形象;二、知覺品質會正向影響品牌形象及品牌忠誠度,並且知覺品質會透過品牌形象間接影響品牌忠誠度;三、品牌形象會正向影響品牌忠誠度。根據研究結果得知,航空公司在提升或建立品牌權益的過程中,應強調提升航空公司知名度、服務品質與品牌形象外,應更加強調顧客品牌忠誠度的維持與提升。
英文摘要 The purpose of this study is to explore the relationships between the components of brand equity including brand awareness, perceived quality, brand image and brand loyalty for airlines. The data was collected by a self-administered questionnaire survey conducted at Taoyuan International Airport. The questionnaire consists of five parts, i.e. brand awareness, perceived quality, brand image, brand loyalty, and respondent demographic information. During the month of February, 2008, a total of 249 useful passenger samples are obtained. By using descriptive statistical analysis, reliability analysis, correlation analysis, one way ANOVA, confirmation factor analysis and structural equation modeling, the results of the study reveal that 1. brand awareness has direct positive effects on both perceived quality and brand image; 2. perceived quality has direct positive effects on brand image and brand loyalty; 3. brand image has direct positive on brand loyalty. According to the results, discussions and managerial implication for airline branding strategies are also provided.
論文目次 目錄 I
表目錄 II
圖目錄 III
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍與對象 4
第四節 研究流程 4
第五節 論文架構 6
第二章 文獻回顧 7
第一節 品牌權益 7
第二節 品牌權益組成要素 13
第三節 變數間關係之探討 15
第三章 研究設計 18
第一節 研究架構 18
第二節 研究變數的操作型定義、衡量與問卷設計 18
第三節 資料收集與抽樣方式 21
第四節 資料分析方法 22
第四章 實證分析與結果 26
第一節 受訪者基本資料與旅次目的分析 26
第二節 各構面平均數分析 27
第三節 信度分析 28
第四節 人口統計變數對主要變數之差異分析 29
第五節 知覺品質驗證性因素分析 33
第六節 整體關係模式分析 37
第五章 結論與建議 48
第一節、研究結論 48
第二節、研究建議 50
第三節、管理意涵 51
第四節、研究限制與後續研究建議 51
參考文獻 52
附錄一 問卷調查表 57
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