| Abstract: | 自2008年兩岸空運直航開航以來，旅客人數持續增加，直航營收佔各航空公司營收比率也逐漸成長。對於航空公司而言，若能瞭解影響直航旅客之滿意度偏好，將有助於因應市場競爭，並能據以研擬行銷策略，提高載客率並增加航空公司利潤。傳統上，討論旅客偏好議題時，多採用敘述性偏好或羅吉特模式進行情境假設之探討，容易忽略旅客實際上可能面臨資訊不完整之情況，例如票價資訊的不足，是否真實體驗過機上舒適程度的差異等。本研究有別於以往之研究，使用約略集合理論解決此一資訊不完整之情形，以滿意度的角度推導出何種因素會影響旅客搭乘兩岸直航航班之整體滿意度，進而提供航空公司研擬行銷規劃之參考。
本研究針對曾經搭乘兩岸直航的旅客，採實地發放立即回收的方式，於桃園及松山機場發放一般旅客問卷，進行影響兩岸直航旅客搭乘因素之重要度及滿意度調查。本研究應用統計分析歸納兩岸直航旅客選擇航空公司之重要影響因素；採用偏最小平方法（Partial Least Square, PLS）探討滿意度與再購意願之關聯性，接著利用傳統約略集合理論（Classic Rough Set Theory，CRSA）與基於優勢之約略集合理論（Dominance-based Rough Set Approach, DRSA）找出影響不同族群旅客對於航空公司整體滿意度之因素集合。
統計分析結果顯示，「良好飛安記錄」為旅客最重視之因素，其次為「合理票價」及「航班起降準時」。此外，旅客最不重視之因素為「航空公司之國籍」，顯示旅客對於航空公司之國籍並無明顯之特定喜好。PLS分析結果顯示，搭乘兩岸直航航班之旅客滿意度與其再購意願間具有正向關聯性。由CRSA分析結果顯示，旅客對於「機上舒適度」不滿意次數頻率出現最多，其次為「票價」、「員工能確實提供所需的服務」以及「航班起降準時程度」。DRSA之分析顯示，男性旅客較在意「機上舒適度」與「班機之起降準時」，搭乘國籍航班的旅客對於「機上的舒適程度」、「該航空公司的公司形象」以及「該航空公司的飛安記錄」三項影響因素較為在意。
綜合上述分析結果指出，影響旅客整體滿意度非單一因素，航空公司首先應改善機上舒適度，其次為班機之票價、員工能適時且確實的提供服務及增加航班的起降準時度，接著針對男性顧客提高其機上之舒適滿意程度，及改善國籍航空之公司形象與飛安紀錄，以提高旅客之再購意願，提升載客率進而增加航空公司的營收。
Since the cross-strait direct flights have been opened up on 2008, the number of the cross-strait direct flights’ customer increasing continuously, the cross-strait direct flights’ revenues also accounted for the proportion of each airline has grown. Therefore, If we can understand the impact of cross-strait direct air passengers'' satisfaction preferences will help in response to market competition, and thus consolidate its market share, and develop marketing strategies to meet with the market demand, to increase occupancy rates and increased aviation Company''s profit. In this study, statistical analysis was used for inducting what important factors are cross-strait direct travelers care in choosing airlines; using Partial Least Square(PLS) explore satisfaction and repurchase intention of relevance, then using Classic Rough set Theory(CRSA) and Dominance-based Rough Set Approach(DRSA) to identify the satisfaction factors set of different groups for airline passengers.
Statistical analysis showed that "safety record" is the most important factors for travelers, followed by "reasonable fares" and "on-time rate." In addition, most passengers do not pay attention to the factors "airline nationality." this fact indicates passengers have no specific preferences for the nationality of airline. PLS analysis showed that there is also a positive correlation between passengers’ satisfaction and their repurchase intention. CRSA analysis showed that passengers dissatisfied on “onboard comfort”, followed by the "fare", "employees can indeed provide the necessary services" and "on-time rate." DRSA analysis shows that male passenger care about "onboard comfort" and "on-time rate," passengers who taking Taiwan’s flights concern about "onboard comfort", "the airline''s corporate image" and "safety record."
The above analysis results indicate that the impact on overall satisfaction passengers not only one of the factor could affect passenger’s satisfaction, but also a set of the factors, the airline should improve onboard comfort , followed by the flight fare, staff and indeed the timely provision of services and on-time rate. Then, for male customers, should improve the comfort of the flights, and improve Taiwan’s corporate image and safety record, in order to improve passenger repurchase intention, and thus enhance the rate of increase in airline revenues. |
