摘要
本研究之創新性保以探討消费者在進行雨岸直航服務峙,透遇顧客認知價值如何影響顾客满意度及消费者的行爲意向；並以服務品質作爲顾客满意度及顾客忠誠度的控制燮敷,進一步探討顧客價值、滿意度舆顧客之行爲意向的關聯性。且經文献探討後發现,亦顯少學者專家以雨岸直航的議题作爲顾客僵值、滿意度及顧客行爲的研究,企盼藉此研究以提供企業经营績效、竞争优势舆管理义涵的实用性應用价値。
其中雨岸直航服務保以多位學者所提出的顾客價値構面,進行問卷調查,透遇因素分析,重新蹄納出雨岸直航服務顾客認知之價値構面。並在探討相關文献後,将顾客價值構面歸納出「情感價值」、「功能價值」、「货幣價值」、「聲譽價值」及「行爲價值」等五项作爲顧客價値的衡量指檩。本研究並以服務品質同時作爲顾客满意度及顧客忠誠度的控制燮敷,将進一步探討顾客價值、顧客满意度舆顾客之行爲意向的關聊性。
研究範圍在考量産業的代表性舆競争性,以及封顾客價值關之策略管理的高度依賴舆殷切需求下,選定雨岸航空運输服務産業的消费顧客作爲研究封象。因此,本研究将以企業所著重的顾客僵值之燮项因素舆顧客满意度之中介燮项,封顾客忠誠度的因果阴保作一驗證性的研究分析,並探殷計問卷的調查方式,同時以LISREL的腺性結構關保理論加以驗證所發展出來之相關理論模式,再利用因素分析理输來建構本研究的信度舆效度。
本研究亦将探討顾客僵值構面中以顾客满意度作爲干擾燮项,封顧客忠誠度的影響關保作驗證分析：藉此探討以顾客满意度作爲干攏燮项下,封顾客僵值各個構面是否有顯著影響。
The purpose of this research is to explore the influence of customer satisfaction on consumers'behavioral intentions after the opening of direct cross-strait transportation, as seen from the multiple-aspect customer value perspective. Using service quality as the control variable for customer satisfaction and customer loyalty, we try to further probe the correlation among customer value, customer satisfaction and customer behavioral intentions.
Focusing on the services relating to direct cross-strait transportation, we have conducted a questionnaire survey based on various customer value aspects raised by different scholars. Through factor analysis, we managed to identify the various aspects of customer value perspectives on this specific service. We have also reviewed the relevant documents and decided to use the following five customer value aspects as the measuring indicators for customer satisfaction:emotional value, functional value, monetary value, reputation value and behavior value. Also, we used service quality as the control variable for both customer satisfaction and customer loyalty, aiming to further probe the correlation among customer value, customer satisfaction and customer behavioral intentions.
In terms of research scope, we have selected the consumers of the cross-strait air transportation service industry as our subjects, taking into consideration the representation and competitiveness of the industry, as well as its high dependence on and imminent demand for customer-value based strategic management. In the research process, therefore, we will conduct a confirmatory factor analysis on the effects of customer value variables and customer satisfaction (as the intermediate variable) on customer loyalty. A questionnaire survey has been designed and performed. By using the linear structure relation model (LISREL), we will further verify the survey results and develop the relevant theoretical models. We will also examine the reliability and validity of this research by applying the theory of factor analysis.
In this research, we will also examine and analyze the influence of customer satisfaction, as an intervening factor under the customer value aspects, on customer loyalty. The purpose is to understand whether customer satisfaction, as an intervening factor, would have significant influence on various customer value aspects.
引文
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