题名

低成本航空服務品質、品牌延伸、網路口碑與忠誠度之研究

并列篇名

Service Quality, Brand Extension, Electronic Word of Mouth and Customer Loyalty in Low-Cost Carriers

作者

張有恆(Yu-Hern Chang)；蕭儉顏(Kim-Ngan Sio)

关键词

低成本航空 ； 品牌延伸 ； 網路口碑 ； 忠誠度 ； Low-Cost Carriers (LCCs) ； brand extension ； electronic word of mouth (eWOM) ； loyalty

期刊名称

航空安全及管理季刊

卷期/出版年月

4卷3期（2017 / 07 / 01）

页次

184 - 221

内容语文

繁體中文
中文摘要

根據統計，亞太區低成本航空市占率平均值約為24.5%（飛航安全委員會，2010）。低成本航空推出低廉票價的促銷手法吸引消費者，對於傳統航空市場已造成難以忽視的壓力，面對外籍低成本航空公司以及其他傳統航空公司的激烈競爭，國籍低成本航空公司如何能維持市占率以及提高競爭力，是一個重要的議題。本研究透過品牌延伸探討由知名的母公司延伸所成立的子公司，對於旅客選擇航空公司而言是否存在影響，並且加入價格、網路口碑、服務品質等構面，探討其與企業形象、忠誠度之關係。研究結果顯示品牌延伸、價格、服務品質會正向提升企業形象，而具有良好的企業形象能有效提升顧客忠誠度，包括推薦他人及旅客未來繼續搭乘。此一結果可供業者日後營運策略發展之參考，希籍此提升國籍低成本航空的競爭力及市占率。
英文摘要

Ever since Low-Cost Carriers (LCCs) have risen to be common in aviation industry and affecting greatly on the market shares of Full-Service Carriers (FSCs) and leads to a result of development of subsidiaries of these already developed companies. For these traditional airlines, to guarantee their market share they set up LCCs as subsidiaries, one of the factor will explored on is customer loyalty for such LCCs. The purpose of this study is to construct a model to examine the relationship among price, brand extension, electronic word of mouth (eWOM), services quality, image and loyalty. There are six hypotheses and the structural equation modeling (SEM) is used to analyze by 383 surveys in this research. The results verify that price, brand extension and services quality influence brand image, whereas brand image influences customer loyalty. However, eWOM does not show a significant positive effect on loyalty through the mediating effect is validated. This paper propose a practical and theoretical connotations for the aviation industry and subsequent study to reference.
主题分类 工程學 > 交通運輸工程
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被引用次数
  1. 劉仲矩(2021)。人力網站美學資本與網路忠誠關聯：求職者滿意為調節變項。商略學報，13(2)，135-158。
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