台灣地區航空公司品牌偏好、顧客權益與顧客終身價值之研究

A Study for Taiwanese Airline on Relationships among Brand Preference, Customer Equity and Customer Lifetime Value

黃瑞傑(Jui-Chieh Huang)；戴有德(You-De Dai)；蔡美宏(Mei-Hung Tsai)；林敬媛(Chin-Yuan Lin)

品牌偏好 ； 顧客權益 ； 顧客終身價值 ； Brand preference ； Customer equity ； Customer lifetime value

島嶼觀光研究

7卷2期（2014 / 06 / 01）

32 - 55

繁體中文

本研究目的在於探討台灣地區航空公司品牌偏好、顧客權益及顧客終身價值之間的關係，運用結構方程模式所假設的模型去探討22條路徑之間的因果關係。本研究利用結構式問卷訪談的方式，以立意抽樣法進行調查。在桃園國際機場與高雄國際機場，共收集754份，有效回收率達76.0%。以SPSS及LISREL軟體進行資料分析。研究結果如下：顧客對航空公司的品牌偏好會正面影響顧客權益。顧客權益中的價值權益會正向影響品牌權益。顧客權益中的品牌權益會正向影響關係權益。顧客對航空公司的顧客權益中品牌權益，會正面影響顧客終身價值。顧客對航空公司的顧客權益中關係權益，會正面影響顧客終身價值。

The purpose of this study was to explore the relationships among brand preference, customer equity, and customer lifetime value for Taiwanese airline. Within the theoretical structural equation model, there were total twenty-two hypothesized paths tested. The study was conducted by the convenience sampling and structural questionnaires. There were 754 questionnaires collected by Taiwan Taoyuan International Airport and Kaohsiung International Airport, respectively. The returned rate of valid questionnaires was 76.0%. The model was analyzed by using SPSS and LISREL. The result of this study indicates: Brand preference was significantly, positively related to customer equity. Value equity was significantly, positively related to brand equity. Brand equity was significantly, positively related to relation equity. Brand equity was significantly, positively related to customer lifetime value. Relation equity was significantly, positively related to customer lifetime value.

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