航空公司永續行銷對關係品質與顧客忠誠度的影響

The Effects of Airline's Sustainable Marketing on Relationship Quality and Customer Loyalty

10.6495/CIMBM.2015.023

胡凱傑(Kai-Chieh Hu)；嚴方(Fong Yen)

永續行銷 ； 信任 ； 滿意 ； 承諾 ； 顧客忠誠度 ； Sustainable Marketing ； Trust ； Satisfaction ； Commitment ； and Customer loyalty

科際整合管理研討會

2015第18屆（2015 / 06 / 07）

325 - 339

繁體中文

隨著人類發展與大環境變遷，能源不足、資源缺乏等問題促使永續議題益發受重視。航空界本身跨國跨產業的特性成為各國政府積極支持永續發展並提升其附加價值的主因，對於航空公司而言，面對資源、成本與競爭，如何在永續、獲利與回饋之間尋得平衡，則是當前首重的課題。本研究欲以商業行銷的角度切入，先探討永續行銷、關係品質、顧客忠誠度三者本身的定義與範圍，後檢驗彼此之間的關係及影響程度。研究結果顯示，航空公司永續行銷（包括綠色行銷與社會行銷）對於關係品質有顯著影響，且關係品質能夠正向提升顧客忠誠度。本研究從而結論並提出利於企業制定策略的方針，以祈航空產業達到永續發展的願景。

In the progress of human development and environmental transition, scarcity of natural recourse is one the major sustainability topic nowadays. As for airline industry, considering the structure of industry, product and service provided among countries, it is facing huge difficulties of recourse scarcity, rising cost, and fierce competition. How to poise between sustainable development, maximum profit, and contributing to society has become a priority issue in airline industry. Hence, this study, with respect of marketing, intends to clarify the definition of sustainable marketing, relationship quality, customer loyalty, and explore the relationship among the three in airline industry. According to results, this study provides an integrated framework as suggestions for airline companies, in order to achieve the vision of sustainable development someday.