||The Effect of Corporate Image, E-Service Quality, Service Quality on Customer Satisfaction and Repurchase Intention: A Case of Airlines Passengers in Taiwan
||The Effect of Corporate Image, E-Service Quality, Service Quality on Customer Satisfaction and Repurchase Intention: A Case of Airlines Passengers in Taiwan
||Institute of International Management
||Christyanto Ari nugroho
In the airlines Industry, there is inter-relational of online service and actual service as the online service supports the delivering process of actual service. While service is a one of differentiating factors that differentiate one Airlines to others as the nature of airlines industry is a service industry. However, good images Airlines also tend to deliver a unique value which inherent in the Airlines image, possibly deliver a higher level of satisfaction felt by passenger. Meanwhile, satisfaction of passenger is always an important for Airlines company, as passenger is satisfy with Airlines, Airlines company can expect Repurchase Intention from their passenger. This study is examines factors that affect the Repurchase Intention and developing Research model based on Service-Profit Chain Theory, using the Path Analysis and Hierarchical Multiple Regression to examine the moderating effect of Perceived Risk, Perceived Trust, and Perceived Value. The result shows that e-Service Quality tend to have positive influence on Service Quality, while Service Quality, Corporate Image tend to have positive influence on Customer Satisfaction, and Customer Satisfaction tend to have positive influence on Repurchase Intention. However, there is only one moderating effect’s evidence of Perceived Risk. Understanding of the findings can assist Airline Industry to understand the factors affecting Costumer Satisfaction and Repurchase Intention of passenger in Taiwan.
TABLE OF CONTENTS
TABLE OF CONTENTS III
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Gap. 4
1.3 Research Objectives. 4
1.4 Research Contributions. 5
1.5 Research Procedure. 8
1.6 Research Structure. 8
CHAPTER TWO LITERATURE REVIEW 10
2.1 Theoretical Background. 10
2.2 Definitions of the Research Constructs. 13
2.2.1 e-Service Quality. 13
2.2.2 Service Quality. 14
2.2.3 Corporate Image. 15
2.2.4 Customer Satisfaction. 16
2.2.5 Repurchase Intention. 16
2.2.6 Perceived Risk. 17
2.2.7 Perceived Trust. 18
2.2.8 Perceived Value. 19
2.3 Relationship between Research Constructs and Hypothesis Development. 20
2.3.1 Relationship between e-Service Quality and Service Quality. 20
2.3.2 Relationship between e-Service Quality and Customer Satisfaction. 21
2.3.3 Relationship between Service Quality and Customer Satisfaction. 22
2.3.4 Relationship between e-Service Quality and Corporate Image. 23
2.3.5 Relationship between Service Quality and Corporate Image. 24
2.3.6 Relationship between Corporate Image and Customer Satisfaction. 25
2.3.7 Relationship between Customer Satisfaction and Repurchase Intention. 26
2.3.8 Relationship between Perceived Risk, e-Service Quality and Customer Satisfaction. 27
2.3.9 Relationship between Perceived Trust , e-Service Quality and Customer Satisfaction. 28
2.3.10 Relationship between Perceived Value , e-Service Quality, Service Quality and Customer Satisfaction. 29
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 31
3.1 Research Framework. 31
3.2 The Research Construct Measurement. 32
3.2.1 e-Service Quality (ESQ). 32
3.2.2 Service Quality (SQ). 33
3.2.3 Corporate Image (CI). 34
3.2.4 Customer Satisfaction (CS). 35
3.2.5 Repurchase Intention (RI). 36
3.2.6 Perceived Risk (PR). 36
3.2.7 Perceived Trust (PT). 37
3.2.8 Perceived Value (PV). 37
3.2.9 Demographic Information. 38
3.2.10 Control Variable. 38
3.3 Questionnaire and Sampling Plan. 39
3.4 Data Analysis. 40
3.4.1 Descriptive Statistical Analysis. 40
3.4.2 Reliability Test. 40
3.4.3 Confirmatory Factor Analysis (CFA). 40
3.4.4 Structural Equations Modeling. 41
3.4.5 Hierarchical Multiple Regression Analysis. 42
CHAPTER FOUR DATA ANALYSIS 44
4.1 Procedure of Sample and Data Collection. 44
4.2 Descriptive Statistical Analysis. 44
4.2.1 Demographic Information. 45
4.3 Harman’s Single Factor Test. 47
4.4 Confirmatory Factor Analysis (CFA) and Reliability Test. 47
4.4.1 e-Service Quality. 47
4.4.2 Service Quality. 47
4.4.3 Corporate Image. 48
4.4.4 Customer Satisfaction. 48
4.4.5 Repurchase Intention. 48
4.4.6 Perceived Risk. 48
4.4.7 Perceived Trust. 48
4.4.8 Perceived Value. 49
4.4.9 Hierarchical CFA. 52
4.5 Path Analysis. 54
4.6 Hierarchical Multiple Regression Analysis. 55
4.6.1 Moderating Effect of Perceived Risk on the Relationship between e-Service Quality and Customer Satisfaction. 56
4.6.2 Moderating Effect of Perceived Trust on the Relationship between e-Service Quality and Customer Satisfaction. 57
4.6.3 Moderating Effect of Perceived Value on the Relationship between Service Quality and Customer Satisfaction. 58
4.6.4 Moderating Effect of Perceived Value on the Relationship between e-Service Quality and Customer Satisfaction. 59
CHAPTER FIVE CONCLUSION AND SUGGESTION 60
5.1 Conclusion and Discussion. 60
5.2 Theoretical Implications. 64
5.3 Managerial Implications. 64
5.4 Research Limitation and Further Research Suggestion. 65
Appendix A: Questionnaire in English version 74
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