資料探勘技術應用於航空業顧客再搭意願區隔與服務滿意項目組合之分析

Data Mining Techniques Applied in Airline Industry to Explore Segmentation of Repurchase Intentions and the Best Service Items Mix on Customer Satisfaction

10.6267/JTLS.2006.12(2)3

翁振益(Jehn-Yih Wong)；張德儀(Te-Yi Chang)；鄭光遠(Kung-Yeun Jeng)；鍾碧姮(Pi-Heng Chung)；林雅藝(Ya-Yi Lin)

航空業 ； 資料探勘 ； 決策樹 ； 購物籃分析 ； airlines ； data mining ； decision trees ； basket analysis

觀光研究學報

12卷2期（2006 / 06 / 01）

139 - 154

繁體中文

高速鐵路即將營運，未來國內線航空業所面臨之競爭與挑戰重加激烈。在有限旅客市場，要如何保留顧客與增加再搭意願是國內各家航空公司關注的顧客管理問題。服務品質是形成顧客滿意重要原因之一，航空業者如能滿足旅客在服務品質上之要求，不僅可維繫與提高顧客滿意度，進而提升顧客之再搭意願。 本研究以國內某航空公司之顧客資料庫為例，利用資料探勘技術之C4.5決策樹挖掘不同再搭意願旅客之服務品質區隔，分析不同區隔之服務品質需求與顧客屬性之差異及購物籃分析挖掘旅客有高滿意度之服務品質組台組台。 探勘結果發現，個案航空業者短期急需改善機場之櫃檯人員和空服人員服務態度，長期需改善公司形象和飛航安全，提升顧客整體滿意度，進而讓旅客之再搭意願較高。這些決策資訊不僅是針對此個案航空公司，亦提供國內其他航空業者在實務上改善顧客關係管理之參考。

As the High-Speed Rail will be started recently, the competition is very fierce in the domestic airlines in Taiwan. According to the minority of travelers in Taiwan, the domestic airlines care about the issue that how to retain customer and raise their repurchase intention. Generally speaking, the service quality significantly influences customer satiation and repurchase intention. Therefore, the purposes of this research are exploring ”which service could increase customer repurchase intention” and ”which service could improve customer satisfaction” by applying data mining techniques. For this research, the research subject is one of the domestic airlines. To use C4.5 decision tree to mine segmentations of high repurchase intention customers from service quality data and basket analysis to elicit high satisfaction rules. The results of analysis indicated the airline manager must improve service attitude of the counter and the flight staff in the sort-term and advance image and flight safety in the long-term. The finding is not only useful for this airline but also to provide others in customer relationship management.

1. 陳垂呈(2004)。有效率探勘旅遊景點最適性之消費者。餐旅暨家政學刊，1(2)，163-173。
   連結：
2. 陳垂呈、林志鴻(2005)。利用探勘技術分析景點最適性之旅遊行程。餐旅暨家政學刊，2(2)，145-159。
   連結：
3. Agrawal, R.,Imilienski, T.,Swami, A.(1993).Mining association rules between sets of items in large databases.Proceedings of the ACM SIGMOD International Conference on the Management of Data,Washington, DC., USA.:
4. BaFail, A. O.(2004).Applying data mining techniques to forecast number of airline passengers in Saudi Arabia.Journal of Air Transportation,9(1),100-115.
5. Berry, M. J. A.,Linoff, G.(2000).Mastering Data Mining, the Art and Science of Customer Relationship Management.NY:John Wiley and Sons.
6. Berry, M. J. A.,Linoff, G.(2004).Data Mining Techniques: For Marketing, Sales, and Customer Support.NY:John Wiley and Sons.
7. Berson, A.,Smith, S.,Thearling, K.(2001).Building Data Mining Applications for CRM.NY:McGraw-Hill.
8. Breiman, L.,Friedman J. H.,Olshen, R. A.,Stone, C. J.(1984).Classification and Regression Trees.Belmont, CA:Wadsworth.
9. Brence J. R.,Brown, D. E.(2002).Data mining corrosion from eddy current non-destructive tests.Computers and Industrial Engineering,43(4),821-840.
10. Chang, Y. H.,Yeh, C. H.(2002).A survey analysis of service quality for domestic airlines.European Journal of Operational Research,139(1),166-177.
11. Chen, J. S.(2003).Developing a travel segmentation methodology: A criterion-based approach.Journal of Hospitality and Tourism Research,27(3),310-327.
12. Chen, J. S.(2003).Market segmentation by tourists` sentiments.Annals of Tourism Research,30(1),178-193.
13. Daskalaki, S.,Kopanas, I.,Goudara, M.,Avouris, N.(2003).Data mining for decision support on customer insolvency in telecommunications business.European Journal of Operational Research,145(2),239-255.
14. Durvasula, S.,Lysonski, S.,Mehta, S. C.,Tang, B. P.(2004).Forging relationships with services: the antecedents that have an impact on behavioral outcomes in the life insurance industry.Journal of Financial Services Marketing,8(4),314-328.
15. Dutta, S.,Shekhar, S.(1988).Bond rating: A non-conservation application of neural networks.IEEE International Conference on Neural Network,2,443-450.
16. Engel, J. F.,Blackwell, R. D.,Miniard, P. W.(2001).Consumer Behavior.NY:The Dryden Press.
17. Fayyad, U.,Piatetsky-Shapiro, G.,Smyth, P.,U. M. Fayyad,R. Uthurusamy (Eds.)(1996).Advances in Knowledge Discovery and Data Mining.Cambridge, MA:MIT Press.
18. Gourdin, K. N.,Kloppenborg, T. J.(1991).Identifying service gaps in commercial air travel: The first step toward quality improvement.Transportation Journal,31(1),22-30.
19. Kass, G. V.(1980).An exploratory technique for investigating large quantities of categorical data.Applied Statistics,29(2),119-127.
20. Kimon, P.,Koppelman, F. S.(1999).The choice of air carrier, flight, and fare class.Journal of Air Transportation,5(4),193-201.
21. Knight, P.,Cook, J.,Azzam, H.(2005).Intelligent management of helicopter health and usage management systems data.Proceedings of the Institution of Mechanical Engineers-Part G-Journal of Aerospace Engineering,219(6),507-524.
22. Moshkovich, H. M.,Mechitov, A. I.,Olson, D.(2002).Rule induction in the data mining: effect of ordinal scales.Expert Systems with Applications,22(4),303-311.
23. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1988).SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality.Journal of Retailing,64(1),12-40.
24. Quinlan, J. R.(1993).C4.5: Programs for Machine Learning.San Mateo, CA:Morgan Kaufmann.
25. Srikant, R.,Agrawal, R.(1996).Mining sequential patterns: Generalizations and performance improvements.Proceedings of the Fifth International Conference on Extending Database Technology,Avignon, France:
26. Sylvain, L.,Famili, F.,Matwin, S.(1999).Data mining to predict aircraft component replacement.IEEE Expert Intelligent Systems and Their Applications,14(6),59-66.
27. Tsaur, S. H.,Chang, T. Y.,Yen, C. H.(2002).The evaluation of airline service quality by fuzzy MCDM.Tourism Management,23(2),107-115.
28. Wang, K. C.,Hsieh, A. T.,Huan, T. C.(2000).Critical service features in group package tour: An exploratory research.Tourism Management,21(2),177-189.
29. Wu, C. H.,Lee, T. Z.,Kao, S. C.(2004).Knowledge discovery applied to material acquisitions for libraries.Information Processing and Management,40(4),709-725.
30. 李銘輝、謝文豐、高儀文(2000)。主題遊樂園服務品質與遊客購後行為關係之研究。觀光研究學報，5(2)，71-89。
31. 林傑賦、劉明德(2002)。資料採掘與OLAP理論與實務。台北市:文魁資訊。
32. 曾真真(2001)。服務品質與再購意願之實證研究－以壽險業為例。環球技術學院學報，1，69-79。
33. 葉晶雯(2003)。服務品質、顧客滿意與購後行為傾向關係之研究－以國內航空客運服務業為實證。中華技術學院學報，29，247-267。
34. 廖則竣、江志卿(2003)。網站服務品質、顧客滿意度及後續行為意圖之探討：以網路購物為例。管理與系統，12(1)，23-47。
35. 龔榮源、莊宗南、蕭廣佑、賴宏仁(2005)。使資料探勘技術進行問卷分析之研究－以醫療服務品質為例。管理研究學報，5(2)，283-299。

1. 蔡宗憲,李治綱(2013)。應用預售資料建構銷售額預測模式：以運輸服務為例。國立金門大學學報，3，83-103。
2. 盧惠莉、鄭祺丰、掌慶琳、陳佩琪(2010)。探討消費者對航空公司機票購買意願之研究：以價格認知與品牌權益觀點。餐旅暨家政學刊，7(2)，107-132。
3. 鄭嘉謙,葉子明,陳龍泓,洪珦雍,王皓平(2020)。應用精化Kano模式與IPA探討國籍航空公司離島航線服務品質。品質學報，27(6)，347-365。