臺灣博碩士論文加值系統

隨著全球搭機旅遊人口的日益增加，航空公司不僅要留住客源，也要積極開拓市場，才能在眾多競者中佔有一席之地。本研究依據Namukasa, (2013)所提出的模型，依照飛行前服務、機上服務以及飛行後服務分為三個構面，以研究旅客對於服務感受之重要性，探討其對於難忘的飛行經驗之影響。
本研究透過網路問卷進行發放，共回收321 份有效問卷，研究分析指出，顧客感到最重要之飛行前服務為「報到櫃檯人員之服務效率」，最重要之機上服務為「客艙溫度及空氣品質」，最重要之飛行後服務為「抵達後的地面服務，如有專人處理行李遺失問題等」。另外，此三構面亦皆對於難忘的飛行經驗有顯著正向的影響。

As there are more and more people travel around the world by plane, Airlines are not only to keep their customers, but also have to develop the new market. Based on the model by Juliet Namukasa, (2013), we divided the services into three dimensions: pre-flight services, in-flight services and post-flight services. According to these three dimensions, we dedicated to find out the importance of customers feeling about the services and discuss how they affect the memorable flying experiences.
The results suggest that the most important pre-flight service is ‘the efficiency of the Check-in employees’, the most important in-flight service is ‘Cabin temperature
and ventilation’, and the most important post-flight service is ‘Ground services on arrival’. Besides, these three dimensions are also revealed a significant effect of
memorable flying experience.

謝辭 I
摘要 II
Abstract III
第一章 緒論 2
1.1研究背景與動機 2
1.2 研究目的 5
1.3研究範圍 5
1.4研究流程 5
第二章 文獻回顧 7
2.1 航空公司之服務 7
2.1.1 地面服務 7
2.1.2 機上服務 8
2.2 難忘的經驗 9
第三章 研究方法 12
3.1 研究架構 12
3.2 研究假設 13
3.2.1 飛行前服務與難忘的飛行經驗關聯之假設 13
3.2.2 機上服務與難忘的飛行經驗關聯之假設 13
3.2.3 飛行後服務與難忘的飛行經驗關聯之假設 14
3.3 操作性定義與衡量 15
3.3.1 飛行前服務 15
3.3.2 機上服務 16
3.3.3 飛行後服務 17
3.3.4 難忘的飛行經驗 18
3.4 問卷設計 19
3.5 資料分析方法 20
3.5.1 探索性因素分析分析 20
3.5.2 描述性統計分析 20
3.5.3 信度分析 21
3.5.4 差異分析 21
3.5.5 迴歸分析 22
第四章 資料結果與分析 23
4.1 探索性因素分析 23
4.1.1飛行前服務 23
4.1.2機上服務 26
4.1.3飛行後服務 33
4.1.4 難忘的飛行經驗 33
4.1.5 研究架構圖 35
4.2 描述性統計分析 36
4.3 信度分析 40
4.4 差異分析 41
4.5 迴歸分析 54
第五章 結論與建議 56
5.1研究結論 56
5.2管理意涵 57
5.3研究限制與建議 58
5.3.1研究限制 58
5.3.2後續研究建議 59
參考文獻 60
網路資料文獻 63

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