臺灣博碩士論文加值系統

Service quality has become a paramount for every company, especially in airline industry. The last fifteen years have seen a rapid growth of low cost airlines in Asia. New routes are appearing and low cost air travel sees passenger numbers increasing every year. This study investigates perceived service quality of low cost airlines and their passengers’ behavioral intentions. With brand image as a perceived service quality’s antecedent, it furthermore introduces local-global identity and consumer affinity into the model and examines whether these marketing constructs have influence on perceived service quality’s and behavioral intentions; a relationship that has not yet been considered in the setting of low cost airlines industry.
The partial least square method is applied to analyze the collected data sample. The results from this study indicate that consumer’s affinity has effect on behavioral intentions and that brand image and local-global identity influence the low cost airline’s perceived service quality. This could be utilized by low cost airline managers in their marketing strategy. This study contributes to the literature by affirming that the constructs of local-global identity and consumer affinity are also applicable in this setting.

ACKNOWLEDGEMENTS I
ABSTRACT II
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objective and Contribution. 5
1.3 Research Procedure. 7
1.4 The Structure of Study. 8
CHAPTER TWO LITERATURE REVIEW 9
2.1 Theoretical Background. 9
2.2 Airline Marketing. 10
2.3 Definition of Research Constructs. 12
2.3.1 Brand Image. 12
2.3.2 Local-global Identity. 14
2.3.3 Perceived Service Quality. 16
2.3.4 Behavioral Intentions. 17
2.3.5 Consumer Affinity. 18
2.4 Hypotheses Development. 19
2.4.1 Relationship between Brand Image and Perceived Service Quality. 19
2.4.2 Relationship between Perceived Service Quality and Behavioral Intentions. 20
2.4.3 Relationship between Local-global Identity and Perceived Service Quality. 21
2.4.4 Relationship between Local-global Identity and Behavioral Intentions. 21
2.4.5 Relationship between Consumer Affinity and Behavioral Intentions. 22
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 23
3.1 Conceptual Framework. 23
3.2 Hypotheses to be Tested. 24
3.3 Construct Measurement. 24
3.3.1 Brand Image. 25
3.3.2 Local-global Identity. 25
3.3.3 Perceived Service Quality. 26
3.3.4 Behavioral Intentions. 27
3.3.5 Consumer Affinity. 28
3.4 Questionnaire Design. 28
3.5 Sampling Plan and Data Collection. 29
3.6 Control Variables. 29
3.7 Data Analysis Techniques. 30
3.7.1 Descriptive Statistical Analysis. 30
3.7.2 Confirmatory Factor Analysis (CFA). 30
3.7.3 Pearson Correlation Analysis. 30
3.7.4 Purification and Reliability Tests. 31
3.7.5 Partial Least Squares Regression (PLS). 31
CHAPTER FOUR DATA ANALYSIS AND RESULTS 32
4.1 Respondents’ Characteristics. 32
4.2 Descriptive Statistical Analysis. 35
4.3 Confirmatory Factor Analysis. 37
4.4 Pearson Correlation. 39
4.5 Validity and Reliability Test. 42
4.6 Cross-factor Loading Matrix. 42
4.7 Partial Least Square Regression Analysis. 43
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS 47
5.1 Discussion and Conclusion. 47
5.1.1 Conclusion 47
5.1.2 Theoretical Implications and Contribution. 49
5.1.3 Managerial Implications and Contribution. 50
5.1.4 Limitations and Suggestions. 52
REFERENCES 54
APPENDICES 58
Survey Questionnaire - English 58
Survey Questionnaire - Chinese 58

Aaker, D. A., ＆ Biel, A. L. (1993). Brand equity ＆ advertising: Advertising's role in building strong brands. Hillsdale, New Jersey: Lawrence Erlbaum Associates.
Andreassen, T. W., ＆ Lindestad, B. (1998). Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, 9(1), 7-23.
Arnett, J. J. (2002). The psychology of globalization. American Psychologist, 57(10), 774-783.
Baker, D. A., ＆ Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804.
Balabanis, G., ＆ Diamantopoulos, A. (2004). Domestic country bias, country-of-origin effects, and consumer ethnocentrism: A multidimensional unfolding approach. Journal of the Academy of Marketing Science, 32(1), 80-95.
Bloemer, J., De Ruyter, K., ＆ Peeters, P. (1998). Investigating drivers of bank loyalty: The complex relationship between image, service quality and satisfaction. International Journal of Bank Marketing, 16(7), 276-286.
Bondesson, N. (2012). Brand image antecedents of loyalty and price premium in business markets. Business and Management Research, 1(1), 32-47.
Boulding, W., Kalra, A., Staelin, R., ＆ Zeithaml, V. A. (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7-27.
Brown, S. W., ＆ Swartz, T. A. (1989). A gap analysis of professional service quality. The Journal of Marketing, 53(2), 92-98.
Burton, J., Easingwood, C., ＆ Murphy, J. (2001). Using qualitative research to refine service quality models. Qualitative Market Research: An International Journal, 4(4), 217-223.
Chang, Y.-H., ＆ Yeh, C.-H. (2002). A survey analysis of service quality for domestic airlines. European Journal of Operational Research, 139(1), 166-177.
Churchill Jr, G. A., ＆ Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491-504.
Coulthard, L. J. M. (2004). Measuring service quality: A review and critique of research using SERVQUAL. International Journal of Market Research, 46(4), 479-497.
Cretu, A. E., ＆ Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230-240.
Cronin Jr, J. J., ＆ Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. The Journal of Marketing, 56(3), 55-68.
Gilbert, D., ＆ Wong, R. K. C. (2003). Passenger expectations and airline services: A Hong Kong based study. Tourism Management, 24(5), 519-532.
Grewal, D., Krishnan, R., Baker, J., ＆ Borin, N. (1998). The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of Retailing, 74(3), 331-352.
Gro, S., ＆ Schröder, A. (2007). Handbook of low cost airlines: Strategies, business processes and market environment. Berlin: Erich Schmidt Verlag GmbH.
Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44.
Gupta, S., Lehmann, D., ＆ Ames Stuart, J. (2004). Valuing customers. Journal of Marketing Research, 41(1), 7-18.
Gursoy, D., Chen, M.-H., ＆ Kim, H. J. (2005). The US airlines relative positioning based on attributes of service quality. Tourism Management, 26(1), 57-67.
Haksik, L., Yongki, L., ＆ Dongkeun, Y. (2000). The determinants of perceived service quality and its relationship with satisfaction. Journal of Services Marketing, 14(3), 217-231.
Jemmasi, M., Strong, K. C., ＆ Taylor, S. A. (2011). Measuring service quality for strategic planning and analysis in service firms. Journal of Applied Business Research (JABR), 10(4), 24-34.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 57(1), 1-22.
Kim, P. (1990). A perspective on brands. Journal of Consumer Marketing, 7(4), 63-67.
Kim, Y. K., ＆ Lee, H. R. (2011). Customer satisfaction using low cost carriers. Tourism Management, 32(2), 235-243.
Kossmann, M. (2006). Delivering excellent service quality in aviation: A practical guide for internal and external service providers. England: Ashgate Publishing.
Kotler, P., ＆ Keller, K. L. (2006). Marketing management. Upper Saddle River New Jersey: Pearson Prentice Hall.
Kwun, D. J.-W., ＆ Oh, H. (2007). Consumers’ evaluation of brand portfolios. International Journal of Hospitality Management, 26(1), 81-97.
Liou, J. J., ＆ Tzeng, G.-H. (2007). A non-additive model for evaluating airline service quality. Journal of Air Transport Management, 13(3), 131-138.
Oberecker, E. M., ＆ Diamantopoulos, A. (2011). Consumers' emotional bonds with foreign countries: Does consumer affinity affect behavioral intentions? Journal of International Marketing, 19(2), 45-72.
Oberecker, E. M., Riefler, P., ＆ Diamantopoulos, A. (2008). The consumer affinity construct: Conceptualization, qualitative investigation, and research agenda. Journal of International Marketing, 16(3), 23-56.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
Oliver, R. L., ＆ DeSarbo, W. S. (1988). Response determinants in satisfaction judgments. Journal of Consumer Research, 14(4), 495-507.
Ostrowski, P. L., O'Brien, T. V., ＆ Gordon, G. L. (1993). Service quality and customer loyalty in the commercial airline industry. Journal of Travel Research, 32(2), 16-24.
Pakdil, F., ＆ Aydın, Ö. (2007). Expectations and perceptions in airline services: An analysis using weighted SERVQUAL scores. Journal of Air Transport Management, 13(4), 229-237.
Parasuraman, A., Zeithaml, V. A., ＆ Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(Autumn), 41-50.
Parasuraman, A., Zeithaml, V. A., ＆ Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(Spring), 12-40.
Park, J.-W. (2007). Passenger perceptions of service quality: Korean and Australian case studies. Journal of Air Transport Management, 13(4), 238-242.
Reichheld, F. F., ＆ Sasser Jr, W. E. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68(5), 105.
Rust, R. T., Zahorik, A. J., ＆ Keiningham, T. L. (1995). Return on quality (ROQ): Making service quality financially accountable. The Journal of Marketing, 59(2), 58-70.
Shao, C. Y., Baker, J. A., ＆ Wagner, J. (2004). The effects of appropriateness of service contact personnel dress on customer expectations of service quality and purchase intention: The moderating influences of involvement and gender. Journal of Business Research, 57(10), 1164-1176.
Shaw, S. (2009). Airline marketing and management (6th ed.). England: Ashgate Publishing.
Sultan, F., ＆ Simpson Jr, M. C. (2000). International service variants: Airline passenger expectations and perceptions of service quality. Journal of Services Marketing, 14(3), 188-216.
Tu, L., Khare, A., ＆ Zhang, Y. (2011). A short 8-item scale for measuring consumers’ local-global identity. International Journal of Research in Marketing, 29(1), 35-42.
Vargo, S. L., ＆ Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17.
Vida, I., ＆ Reardon, J. (2008). Domestic consumption: Rational, affective or normative choice? Journal of Consumer Marketing, 25(1), 34-44.
Zeithaml, V. A., Berry, L. L., ＆ Parasuraman, A. (1996). The behavioral consequences of service quality. The Journal of Marketing, 60(2), 31-46.
Zeithaml, V. A., Bitner, M. J., ＆ Gremler, D. D. (2006). Service marketing: Integrating customer focus across the firm. New York: McGraw-Hill.
Zhang, Y., ＆ Khare, A. (2009). The impact of accessible identities on the evaluation of global versus local products. Journal of Consumer Research, 36(3), 524-537.
Zimmermann, L., Sarstedt, M., ＆ Ringle, C. M. (2011). Customer satisfaction with commercial airlines: The role of perceived safety and purpose of travel. The Journal of Marketing Theory and Practice, 19(4), 459-472.