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研究生:黃慧敏
研究生(外文):Hui-Min Huang
論文名稱:臺灣企業客戶選擇航空公司因素之研究
論文名稱(外文):A Study of Factors in Choosing Airlines by Taiwan Corporations
指導教授:王大明王大明引用關係
指導教授(外文):Ta-Ming Wang
學位類別:碩士
校院名稱:銘傳大學
系所名稱:觀光事業學系碩士在職專班
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:101
中文關鍵詞:選擇因素航空公司企業商務客戶
外文關鍵詞:the airline companyselecting factorsenterprise business clientcorporation
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雖然網際網路的出現,拉近人與人之間的距離,然而多數企業主仍認為,面對面的溝通與實際訪視是必要且無可取代的。同時,產業拓展逐步邁向全球化,使企業的上下游廠商分佈全球。因此,商務旅行對於企業客戶來說越來越重要。有鑒於此,航空公司紛紛成立專職單位並設計企業客戶專屬產品,冀望能與企業客戶建立長期的合作關係。
本研究以台灣企業商務客戶(組織)做為研究對象,透過立意抽樣方式選取產業中八位專家,並利用質性研究的深度訪談方式,於 2012年1月到2012年3月期間進行訪談,並透過內容分析歸納整理,試圖瞭解企業商務客戶如何選擇商務旅行的合作航空公司。研究發現,影響企業商務客戶之重要選擇因素包含:(1)資訊因素、(2)組織因素、(3)人際因素、(4)個人因素、以及(5)其他因素。相較於Kolter(2003)所提的企業購買行為因素,本研究額外強調了資訊因素的重要性,以及旅行社在資訊傳遞過程所扮演的角色。
最後,希望透過本研究的研究結果,做為航空公司以及企業客戶制訂相關策略的參考依據。
The Internet shortens the distance between people; however, most corporations still believe that face-to-face communication and real visiting are necessary and irreplaceable. With the industries became globalism, the business partners of corporations have been pervaded around the world. A business trip is more and more important for an enterprise client. In consideration of this, to establish the collaboration with corporations in the long term, the airline companies are urgent to develop a specific unit to provide better services and exclusive products for enterprise clients in Taiwan.
The subjects of this research are enterprise business client (organization) in Taiwan. This research selects 8 experts of the airline industry as our interviewees via judgmental sampling, and then conducted in-depth interviews from January 2012 to March 2012. We analyzed the content from collecting data to learn the factors which affected enterprise business client in choosing airlines. The finding showed: the factors to influence enterprise business clients included information, organization, public relation, personal reason and other factors. In addition, compared with the major influences on enterprise purchase behavior element submitted by Kolter (2003), this research especially emphasizes importance of information element and the role played by a travel agency in the information delivery process.
In conclusion, we expect this research can be the reference for both airline companies and corporations while them drawing up their companies’ strategies.
第壹章 緒論 1
第一節、 研究動機 1
第二節、 研究目的 9
第三節、 研究流程 10
第四節、 研究範圍與研究限制 12
第貳章 文獻探討 13
第一節、 商務旅客(business traveler) 13
第二節、 航空旅客選擇航空公司模式 16
第三節、 企業採購行為 20
第四節、 品牌形象與忠誠度 23
第參章 研究方法 30
第一節、 研究架構 30
第二節、 質性研究—專家訪談法 31
第三節、 內容分析(Content Analysis) 33
第四節、 資料收集 34
第五節、 訪談對象與訪談問題 35
第六節、 資料分析 43
第肆章 研究結果 48
第一節、 產業概況 48
第二節、 資訊因素 51
第三節、 組織因素 55
第四節、 人際因素 58
第五節、 個人因素 61
第六節、 其他因素 64
第伍章 結論 67
第一節、 研究結論 67
第二節、 研究貢獻 69
第三節、 研究限制 70
第四節、 實務建議 71
參考文獻 74
附件一:臺灣國際航線之航空公司數量統計 85
附件二 航空公司針對商務旅客的具體措施整理 88
附件三、質性研究訪談同意書 89
附件四、訪談回饋函 90
附件五、同儕評鑑回函 91
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