臺灣博碩士論文加值系統

由於服務品質較傳統服務品質水準低，以及價格的低廉，廉價航空公司在全球市場取得突破性的進展及具有相當競爭優勢。越南廉價航空公司在也在越南也佔據了相當規模之市占率，進而成為了亞洲地區規模最大的航空公司之一，且成長成為全球成長最為快速的航空公司。本研究旨在探討廉價航空航空公司服務品質對於客戶滿意度的影響，並使用結構方程模型測試與口碑（WOM）服務的價格感知（包括貨幣價格和行為價格）相關聯的顧客滿意度組合模型，並針對越南廉價航空公司行業的情況重新審視此問題。透過對396名廉價航空公司旅客的樣本進行分析，研究發現服務品質對於顧客滿意度會造成影響，顧客滿意度的影響與價格感知的兩兩相結合情況下對於乘客造成口碑的影響，從而影響顧客再訪之意願。此外，貨幣價格是顧客滿意與口碑的中介變數。

Due to the quite similar quality of service but lower fares than the traditional one, low‒cost airlines have a competitive advantage and taking a breakthrough steps globally. Not out of this trend, Vietnam''s low‒cost airline is also taking on a huge market share in Vietnam and has become one of the largest in the Asian and fast growing airline globally. This study investigates the effect of low‒cost airline service quality dimensions on customer satisfaction. Simultaneously, tests a combination model of customer satisfaction associated with price perception of service (included monetary price and behavior price) on word‒of‒mouth (WOM) and revisit intention in the context of the Vietnam low‒cost airline industry using Structural Equation Modeling. With 396 low‒cost airline passengers sample size, we found service quality dimensions have an effect on customer satisfaction and customer satisfaction to be combined with price perception have an effect on passengers'' WOM, from that also affect their revisit intention. Moreover, there also exist a positive relationship between customer satisfaction and WOM mediated by monetary price perception.

Abstract...i
摘要...ii
Acknowledgements...iii
Table of Contents...iv
List of Tables...vii
List of Figures...viii
Symbols...ix
Chapter 1 Introduction...1
1.1 Research Background ...1
1.1.1 Airline Industry Overview...1
1.1.2 Low‒cost Airlines...2
1.1.3 Low‒cost Airlines in Vietnam...3
1.2 Research Purpose...5
1.3 Research Process...7
Chapter 2 Literature Review and Hypothesis Development...8
2.1 Service Quality...8
2.1.1 Assurance...10
2.1.2 Empathy...11
2.1.3 Reliability...11
2.1.4 Responsiveness...12
2.1.5 Tangibles...12
2.2 Customer Satisfaction...12
2.3 Price Perception...13
2.3.1 Monetary Price...14
2.3.2 Behavioral Price...14
2.4 Word‒of‒Mouth Communication...15
2.5 Revisit Intention...16
2.6 Research Model and Hypothesis...16
2.6.1 Research Model...16
2.6.2 Hypothesis...17
Chapter 3 Methodology...21
3.1 Research Development...21
3.2 Data Collection...26
3.3 Analytical Methods...28
3.3.1 Reliability and Validity...29
3.3.2 Confirmatory Factor Analysis...29
3.3.3 Measurement Model Assessment...31
3.3.4 Structural Model...32
3.3.5 Bootstrapping...33
Chapter 4 Empirical Results...34
4.1 Reliability...34
4.2 Confirmatory Factor Analysis...35
4.3 Structural Model...37
4.4 Testing Mediation Effect...39
Chapter 5 Conclusion...42
5.1 Research Conclusion...42
5.2 Limitations and Suggestions...44
References...45
Appendix I – English Questionnaire...56
Appendix II – Vietnamese Questionnaire...63
Extended Abstract...70
Curriculum Vitae (CV)...76

[1]Anderson, E. W., and Mittal. V. (2000). Strengthening the Satisfaction‒Profit Chain. Journal of Service Research, 3(2), 107.
[2]Anderson, J. C., and Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two‒Step Approach. Psychological Bulletin, 103, 411‒423.
[3]Armstrong, G., and Kotler, P. (2000). Marketing: an introduction. Upper Saddle River, NJ, Prentice Hall.
[4]Bansal, H.S., and Taylor, S. (2015). Investigating the relationship between service quality, satisfaction and switching intentions. Springer International Publishing, 304‒313.
[5]Behn, B., and Riley, R., (1999). Using non‒financial information to predict financial Performance: the case of the US airline industry. Journal of Accounting, Auditing and Finance, 14(1), 29‒56.
[6]Bentler, P. M., and Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88, 588–606.
[7]Bhattacharya, A. K., and Friedman, H. H. (2001). Using ‘Smart’ Pricing to Increase Profits and Maximize Customer Satisfaction. National Public Accountant, 46(6), 34 ‒38.
[8]Bloemer, J. (1999). Linking perceived service quality and service loyalty: a multi‒dimensional perspective. European Journal of Marketing, 33(11, 12), 1082‒1106.
[9]Bolton, L. E., Warlop, L., and Alba, J. W. (2003). Consumer perceptions of price (un)fairness. Journal of Consumer Research. 29(4), 474–491.
[10]Bolton, R. N., and Lemon, K. N. (1999). A Dynamic Model of Customer’s Usage of Services: Usage as an Antecedent and Consequence of Satisfaction. Journal of Marketing Research, 36(May), 171–86.
[11]Campbell, D. T., and Fiske, D. W. (1959). Convergent and discriminant validation by the multitrait‒multimethod matrix. Psychological Bulletin, 56(2), 81‒105.
[12]Carmines, E. G. and Mciver, J. P. (1981). Analyzing models with unobserved variables. In Bohrnstedt, G.W. & Borgatta, E.F. [Eds.] Social measurement: Current issues. Beverly Hills: Sage.
[13]Charlett, D., Garland, R. and Marr, N. (1995). How damaging is negative word of mouth? Marketing Bulletin, 6, 42‒50.
[14]Cheung, G. W., and Lau, R. S. (2008). Testing mediation and suppression effects of latent variables: Bootstrapping with structural equation models. Organizational Research Methods, 11(2), 296‒325.
[15]Chin, W. W. (1998). The partial least squares approach for structural equation modeling. in G. A. Marcoulides (Ed.). Modern methods for business research, 295‒236.
[16]Chiu, C., Chang, C., Cheng, H., and Fang, Y. (2009). Determinants of customer re‒purchase intention in online shopping. Online Information Review, 33(4), 761‒784.
[17]Churchill, G. A. J., and Surprenant, C. (1982). An Investigation into the Determinants of Customer Satisfaction. Journal of Marketing Research, 19 (November), 491 ‒504.
[18]Dabholkar, P. A., Thorpe, D. I., and Rentz, J. O. (1996). A measure of service quality for retail stories: scale development and validation. Journal of the Academy of Marketing Science, 24(1), 3‒16.
[19]Dolnicar, S., Grabler, K., Grün, B., and Kulnig, A. (2011). Key drivers of airline loyalty. Tourism Management, 32(5), 1020‒1026.
[20]Dresner, M., and Xu, K., (1995). Customer service, customer satisfaction and corporate performance in the service sector. Journal of Business Logistics, 16(1), 23‒40.
[21]Dube, L. (2015). An experimental investigation of the effect of perceived service quality on consumer satisfaction with service encounters. Springer International Publishing, 444‒448.
[22]Edvardsson, B., Gustavsson, A., Johnson, M.D., and Sanden, B. (2000). New Service Development and Innovation in the New Economy. Studentlitteratur, Lund, Sweden.
[23]Ennew, C., Bauerjee, A. K., and Li, D. (2000). Managing word of mouth communication: Empirical evidence from India. International Journal of Bank Marketing, 18, 75‒83.
[24]Etzioni, A. (1988). The moral dimension: Toward a neweconomics.newyork: Free Press.
[25]Evangelho, F., Huse, C. E., and Linhares, A. (2005). Market entry of a low cost airline and impacts on the Brazilian business travelers. Journal of Air Transport Management, 11(2), 99‒105.
[26]Fecikova, I. (2004). An index method for measurement of customer satisfaction. The TQM Magazine, 16(1), 57‒66.
[27]Forgas, S., Moliner, M. A., Sanchez. J., and Palau, R. (2010). Antecedants of airline passenger loyalty: Low‒cost versus traditional airlines. Journal of Air Transport Management, 16(4), 229–233.
[28]Fornell, C., and Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 39‒50.
[29]Fullerton, G. (2005). The impact of brand commitment on loyalty to retail service brands. Canadian Journal of Administrative Sciences, 22(2), 97‒110.
[30]George, D. & Mallery, P. (2003). SPSS for Windows step by step: A simple guide and reference (4th ed.). Boston, MA: Allyn & Bacon.
[31]Gold, A. H., Malhotra, A., and Segars, A. (2001). Knowledge Management: An Organizational Capabilities Perspective. Journal of Management Information Systems, 18(1), 185‒214.
[32]Gremler, D. D., and Brown, S. W. (1996). Service loyalty: its nature, importance, and implications, in Edvardsson, B. et al.(Eds), Advancing Service Quality: A Global Perspective, International Service Quality Association, 171‒80.
[33]Gronroos, C. (1983). Strategic management and marketing in the service sector, Boston: Marketing Science Institute, Chapter 4.
[34]Hair, J. F., Black, W. C., Babin, B. J., and Anderson, R. E. (2009). Multivariate data analysis. Upper Saddle River, NJ: Prentice Hall.
[35]Hair, J., Black, W. C., Babin, B. J., Anderson, R.E., & Tatham, R. (2006). Multivariate data analysis (6th ed.). Uppersaddle River, N.J.: Pearson Prentice Hall.
[36]Hansemark, O. C., and Albinson, M. (2004). Customer Satisfaction and Retention: The Experiences of Individual Employees. Managing Service Quality, 14 (1), 40‒57.
[37]Hapsari, R., Clemes, M., and Dean, D. (2016). The Mediating Role of Perceived Value on the Relationship between Service Quality and Customer Satisfaction: Evidence from Indonesian Airline Passengers. Procedia Economics and Finance, 35, 388‒395.
[38]Hayes, A. F. (2009). Beyond Baron and Kenny: statistical mediation analysis in the new millennium. Communication Monographs, 76(4), 408–420.
[39]Hellier, P.K., Geursen, G.M., Carr, R.A., and Rickard, J.A. (2003). Customer repurchase intention, a general structural equation model. European Journal of Marketing, 37(11/12), 1762‒800.
[40]Hennig‒Thurau, T., Gwinner, K. P., Walsh, G. and Gremler, D. D. (2004). Electronic word‒of‒mouth via consumer‒opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of interactive marketing. 18 (1), 38‒52.
[41]Henseler, J., Dijkstra, T. K., Sarstedt, M., Ringle, C. M., Diamantopoulos, A., Straub, D. W., Ketchen, D. J., Hair, J. F., Hult, G. T. M., and Calantone, R. J. (2014). Common beliefs and reality about partial least squares: comments on Rönkkö & Evermann (2013). Organizational Research Methods, 17(2), 182–209.
[42]Henseler, J., Ringle, C.M., and Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance‒based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115‒135.
[43]Hodza, A., Papadopoulou, K., and Pavlidou, V. (2012). Electronic Word‒of‒Mouth through Social Networking Sites‒ How does it affect consumers? Linnaeus University.
[44]Hofer S., Merboldt K. D., Tammer R., and Frahm J. (2008). Rhesus monkey and human share a similar topography of the corpus callosum as revealed by diffusion tensor MRI in vivo.
[45]Horng, J. S., Liu, C. H., Chou, H. Y., and Tsai, C. Y. (2012). Understanding the impact of culinary brand equity and destination familiarity on travel intentions. Tourism Management, 33(4), 815–824.
[46]Host, V., and Knie, A. M. (2004). Modeling customer satisfaction in mortgage credit companies. The International Journal of Bank Marketing, 22(1), 26‒42.
[47]Huber, F., Herrmann, A., and Wricke, M. (2001). Customer satisfaction as an antecedent of price acceptance: results of an empirical study. Journal of Product and Brand Management, 10(3), 160‒169.
[48]International Air Transport Association, IATA Annual Review
2017, Cancun, Mexico: Author, 2017.
[49]Jiang, H., and Zhang, Y. (2016). An investigation of service quality, customer satisfaction and loyalty in China''s airline market. Journal of Air Transport Management, 57(10), 80‒88.
[50]Joreskog, K.G. (1969). A general approach to confirmatory maximum likelihood factor analysis. Psychometrika, 34, 183–202.
[51]Kashyap, R. & Bojanic, D. C. (2000). A structural analysis of value, quality, and price perceptions of business and leisure travelers. Journal of Travel Research,39(1), 45‒53.
[52]Kaynak, H. (2003). The relationship between total quality management practices and their effects on firm performance. Journal of Operations Management, 21, 405‒435.
[53]Kim, T. T., Kim, W.G., and Kim, H. B. (2009). The effects of perceived justice on recovery satisfaction, trust, word‒of‒mouth, and revisit intention in upscale hotels. Tourism Management, 30(1), 51‒62.
[54]Kim,Y. K., and Lee, H. R. (2011). Customer satisfaction using low cost carriers. Tourism Management, 32(2), 235‒243.
[55]Kline, R. B. (2010). Principles and practice of structural equation modeling (3rd ed). New York: Guilford Press.
[56]Kuo, N., Chang, K., Cheng, Y., and Lai, C. (2013). How Service Quality Affects Customers Loyalty in the Travel Agency: The Effects of Customer Satisfaction, Service Recovery, and Perceived Value. Asia Pacific Journal of Tourism Research ,18 (7), 803–22.
[57]Lehtinen, J. R., and Lehtinen, U. (1982). A Study of Quality Dimensions. Service Management Institute, 5, 25‒32.
[58]Levesque, T., and Gordon, H. G. (1996). Determinants of customer satisfaction in retail banking. International Journal of Bank Marketing, 14(7), 12‒20.
[59]Lewis, R.C., and Boom, B. H. (1983), The marketing aspects of service quality, (in: Berry, L., Shostack, G., Upah, G. –Ed., Emerging Perspectives on Services Marketing), American Marketing, Chicago, IL, 99‒107.
[60]Lichtenstein, D. R. and Peter, H. B., and William, C. B. (1988). Correlates of Price Acceptability. Journal of Consumer Research, 15(2), 243‒252.
[61]Liu, C. H. S., and Lee, T. (2016). Service quality and price perception of service: Influence on word‒of‒mouth and revisit intention. Journal of Air Transport Management, 52(4), 42‒54.
[62]Mason, K. J. (2001). Marketing low‒cost airline services to business travelers. Journal of Air Transport Management, 7(2). 103–109.
[63]Mikulic, J., and Prebezac, D. (2011). What drives passenger loyalty to traditional and low‒cost airlines? A formative partial least squares approach. Journal of Air Transport Management, 32(5), 237‒240.
[64]Morgan, R. and Hunt, S. (1994). The commitment‒trust theory of relationship marketing. Journal of Marketing, 58(3), 20‒38.
[65]Narangajavana, Y., Garrigos‒Simon, F., Sanchez García, J., and Forgas‒Coll, S. (2014). Prices, prices and prices: A study in the airline sector. Tourism Management. 41, 28‒42.
[66]Narayandas. D. (1998). Measuring and managing the benefits of customer retention. An empirical investigation. Journal of Service Research. 1(2), 108‒128.
[67]Nguyen, D. T. (2014). Study of Customer Satisfaction for Domestic Passenger Transportation Services of Jetstar Pacific Airlines. Da Nang University.
[68]Norazah, M. S. (2013). Students’ demand for smartphones: Structural relationships of product features, brand name, product price and social influence. Campus‒Wide Information Systems, 30(4), 236‒248.
[69]Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York, NY: McGraw‒Hill.
[70]Olson, J. C. (1977). Price as an informational cue: effects in product evaluation. In A. G. Woodside, J. N. Sheth, & P. D. Bennet, Consumer and industrial buying behavior, New York: North‒Holland Publishers. 267‒286.
[71]Orel, F. D. and Kara, A. (2014). Supermarket self‒checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21, 118‒129.
[72]Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (1988). SERVQUAL: a multiple‒item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12‒40.
[73]Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985). A conceptual model of service quality and implications for future research. Journal of Marketing, 49(Fall), 41‒50.
[74]Patton, MQ. (2001). Qualitative Research and Evaluation Methods (2nd Edition). Thousand oaks, CA: Sage Publications.
[75]Petrick, J. F. (2002). Development of a multi‒dimensional scale for measuring the perceived value of a service, Journal of Leisure Research, 34(2), 119‒134.
[76]Preacher, K. J., Rucker, D. D., and Hayes, A. F. (2007). Addressing moderated mediation hypotheses: theory, methods, and prescriptions. Multivariate Behavioral Research, 42(1), 185–227.
[77]Qin, Z. (2012). The Factors Influencing Low‒Cost Airline Passenger Satisfaction and Loyalty in Bangkok, Thailand. University of the Thai Chamber of Commerce.
[78]Ranaweera, C., and Prabhu, J. (2003). The influence of satisfaction, trust and switching barriers on customer retention in a continuous purchasing setting. International Journal of Service Industry Management, 14(4).
[79]Reichheld, F. F., and Sasser, E. (1990). Zero Defections: Quality Comes to Services. Harvard Business Review, 68, 105‒111.
[80]Rodríguez, T. E., and Trujillo, E. C. (2014). Online purchasing tickets for low cost carriers: An application of the unified theory of acceptance and use of technology (UTAUT) model. Tourism Management, 43(8), 70‒88.
[81]Roselius, T. (1971) Consumer rankings of risk reduction methods. The Journal of Marketing. 35(1), 56‒61.
[82]Rust, R.T. and Oliver, R.L. (1994). Insights and Managerial Implications from the Frontier. New Directions in Theory and Practice, Sage Publications, Thousand Oaks, 1‒19.
[83]Saha, G. C., and Theingi. (2009). Service quality, satisfaction, and behavioral intentions: a study of low‒cost airline carriers in Thailand. Managing Service Quality, 19(3), 350‒372.
[84]Schermelleh‒Engel K., Moosbrugger, H., and Muller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness‒of‒fit measures. Methods of Psychological Research Online, 8(2), 23–74.
[85]Schumacker, R. E., and Lomax, R. G. (2004). A beginner''s guide to structural equation modeling (2nd Edition ed.). New Jersey: London: Lawrence Erlbaum Associates.
[86]Shrout, P.E. and Bolger, N. (2002). Mediation in experimental and no experimental studies: new procedures and recommendations. Psychological Methods, 7(4), 422–225.
[87]Spiess, L., and Waring, P. (2005). Aesthetic labor, cost minimization and the labor process in the Asia Pacific airline industry. Employee Relations, 27(2), 193–207.
[88]Steiger, J.H. (1990). Structural model evaluation and modification: An interval estimation approach. Multivariate Behavioral Research, 25, 173–180.
[89]Su, L., Swanson, S.R., and Chen, X. (2015). The impact of perceived service fairness and quality on the behavioral intentions of Chinese hotel guests: the mediating role of consumption emotions. Journal of Travel and Tourism Marketing, 33(2), 88‒102.
[90]Suhr, D. (2006). Exploratory or Confirmatory Factor Analysis. SAS Users Group International Conference, 1‒17.
[91]Talarzyk, W. W., and Widing, R. E. (1994). Direct Marketing and Online Consumer Information Services (OLCISs): Implications and Challenges. Journal of Direct Marketing, 4(Autumn), 6‒17.
[92]Teo, T. T., Lee, C. B., and Chai, C. S. (2008). Understanding pre‒service teachers'' computer attitudes: applying and extending the technology acceptance model. Journal of Computer Assisted Learning, 24(2), 128‒143.
[93]Tse, D. K. and Wilton, P. C. (1988). Models of Consumer Satisfaction: An Extension. Journal of Marketing Research, 25 (May), 204‒212.
[94]Varki, S. and Colgate, M. (2001). The Role of Price Perceptions in an Integrated Model of Behavioral Intentions. Journal of Service Research. 3(3), 232‒240.
[95]Low‒cost carrier. Wikipedia, https://en.wikipedia.org/wiki/Low‒cost_carrier
[96]Zeithaml, V. A., Bitner, M. J., & Gremler, D.D. (2006). Services marketing: Integrating Customer Focus across the Firm. McGraw‒Hill/Irwin, New York.
[97]Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means‒End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2‒22.
[98]Zhang, A., Hanaoka, S., Inamura, H., and Ishikura, T. (2008). Low‒cost carriers in Asia: Deregulation, regional liberalization and secondary airports. Research in Transportation Economics, 24(1), 36–50.
[99]Zineldin, M. (2006). The royalty of loyalty: CRM, quality and retention. The Journal of Consumer Marketing, 23(7), 430‒437.