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|Title: ||服務品質與生活型態之研究 : 以航空公司消費者為例|
|Other Titles: ||A study of lifestyle and service quality : a case study of airline passengers|
|Authors: ||劉奕杞;Liu, I-chi|
|Keywords: ||航空業;服務品質;生活型態;Airline industry;Service Quality;Lifestyle|
|Issue Date: ||2010-01-11 03:05:49 (UTC+8)|
The airline industry in Taiwan has been undergoing a tough time in the domestic market since Taiwan High Speed Rail started to operate in January, 2007. In December 2008, Taiwan and Mainland China began to open up the mutual charter flights, which bring the hope to the Taiwanese airline business. If Taiwanese airlines want to compete with Mainland Chinese airlines and foreign airlines, they must not only improve their service quality but also provide different service to satisfy different market segments. This study divides airline passengers into groups by lifestyle factors, and tried to figure out what is different among lifestyle groups’ expected service quality. The primary data were collected from the Executive Master Business Administration students of Tamkang University. Out of 355 questionnaires sent, 301 valid questionnaires were returned and the valid return rate was 84.78%. The research results are as follows:
1. From the Taiwanese passengers’ perspective, the airline service quality can be distinguished into 6 dimensions, including reliability, responsiveness, administration, facilities, flight patterns and employees, and customization.
2. On the understanding of the relationship among purchasing variable, lifestyle segmentation variable, demographic variable and service quality variable.
(1) The passengers’ satisfaction of EVA Air is higher than foreign airlines in reliability. China Airlines has higher satisfaction than foreign airlines in flight patterns and employees. EVA Air has higher satisfaction than China Airlines in administration.
(2) Concerning the purchasing variable, passengers who make the airline decision by themselves have higher satisfaction than those who are arranged by travel agencies in facilities. In addition, business travelers have higher satisfaction than holiday travelers in facilities; about the lifestyle segmentation variable, Group 3 (impulsive purchasing inclination) has higher satisfaction than Group 2 (higher price consciousness) and Group 4 (recreation inclination and purchasing convenience inclination) in the customization. Compared to Group 3 and Group 2, the former has higher satisfaction in the responsiveness; concerning the demographic variable, married passengers have higher satisfaction than single passengers in facilities. In comparison with service industry workers and other industries’ workers, the latter has higher satisfaction in the responsiveness.
3. This study segments the respondents into 4 groups based upon their lifestyles and the analysis result is significantly correlated to the gender and monthly salary.
|Appears in Collections:||[管理科學學系暨研究所] 學位論文|
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