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    題名: 服務品質與生活型態之研究 : 以航空公司消費者為例
    其他題名: A study of lifestyle and service quality : a case study of airline passengers
    作者: 劉奕杞;Liu, I-chi
    貢獻者: 淡江大學管理科學研究所碩士班
    張紘炬;Chang, Horng-jinh
    關鍵詞: 航空業;服務品質;生活型態;Airline industry;Service Quality;Lifestyle
    日期: 2009
    上傳時間: 2010-01-11 03:05:49 (UTC+8)
    摘要: 台灣航空業於2007年1月高鐵營運後,國內航線受到相當大的衝擊,未來發展空間有限,但隨著2008年兩岸航線路續開放,這將成為航空公司未來發展的新契機。然而,台灣籍航空公司若要能在兩岸航線、國際航線,與外國籍航空、中國大陸籍航空競爭,不僅要提升服務品質,更要針對不同類型的消費者提供區隔的服務,所以本研究探討不同生活型態的消費者對於服務品質的需求有何不同,以淡江大學商管學院聯合碩士在職專班學生作為研究樣本,進行問卷調查,一共發放355份問卷,有效問卷共301份,有效問卷比率為84.78%。研究結果顯示如下:

    1. 以台灣消費者的觀點來看,航空公司服務品質所注重的部分可分為「可靠度」、「反應能力」、「行政作業」、「設備」、「航班與員工」及「客製化」6項因素。

    2. 探討消費型態、生活型態區隔、人口統計變數與服務品質4變數之間的關係。
    (1) 針對不同航空公司的滿意度進行比較。「可靠度」方面,消費者對長榮航空的滿意度比外國籍航空高;「航班與員工」方面,消費者對中華航空的滿意度比外國籍航空高;「行政作業」方面,消費者對長榮航空的滿意度比中華航空高。

    (2) 針對全體航空公司的滿意度進行研究。就「消費型態」而言,自行決定航空公司的消費者,對航空公司「設備」的滿意度比旅行社安排的消費者高;商務洽公的消費者對航空公司「設備」的滿意度,比旅遊的消費者高。就「生活型態區隔」而言,集群三(衝動購買傾向)對航空公司「客製化」的滿意度,比集群二(高度價格意識)、集群四(戶外活動傾向及購物便利傾向)高;集群三對航空公司「反應能力」的滿意度,比集群二高。就「人口統計變數」而言,未婚消費者對航空公司「設備」的滿意度,比已婚高;其他職業(包括傳播業、軍公教、自由業等)的消費者對航空公司「反應能力」的滿意度,比服務業高。

    3. 透過生活型態因素可將受測者區隔成4個不同生活型態集群,此集群分析結果與人口統計變數中性別、月收入呈現顯著相關。
    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.
    顯示於類別:[管理科學學系暨研究所] 學位論文

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