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研究生:劉宜嘉
研究生(外文):LIU, I-CHIA
論文名稱:空服員溝通能力影響互動品質與行為意圖之研究
論文名稱(外文):The Effect of Communication Competence on the Interactional Quality and Behavior Intention-An Empirical Study of Flight Attendant
指導教授:陳柏蒼陳柏蒼引用關係
指導教授(外文):CHEN, PO-TSANG
口試委員:蘇靖淑賴宏昇
口試委員(外文):SU,CHING-SHULAI, HUNG-SHENG
口試日期:2017-06-12
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:2017
畢業學年度:105
語文別:中文
論文頁數:120
中文關鍵詞:溝通能力互動品質行為意圖
外文關鍵詞:Communication CompetenceInteractional QualityBehavior Intention
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現今航空事業競爭激烈,且獲利常受制於油價、機種汰換及機內設備更新等因素影響,從過去研究可以發現機內的服務過程中,空服員的溝通能力在與乘客接觸時扮演著重要角色,因此航空業者應該要思考如何正確訓練及善用此一特質,建立良好的互動品質,才能提升消費者未來再度搭乘的意願甚至忠誠度以提高收益。本研究主旨在了解空服員的溝通能力是否會影響與乘客的互動品質及其未來的行為意圖,針對全台2016年7月到2017年1月期間有搭乘中華航空或長榮航空出國經驗的消費者採取方便抽樣問卷調查方式,共回收有效樣本530份。結果發現溝通能力(語言能力、自信心、易接近、專注力、觸覺)對互動品質(態度、行為、專業知識)有顯著影響,溝通能力(自信心、姿勢、專注力、觸覺)對行為意圖(好的口碑、持續購買)有顯著影響,互動品質(態度、專業知識)對行為意圖(好的口碑、持續購買)有顯著影響,且互動品質(態度、專業知識)對溝通能力(自信心、專注力、觸覺)及行為意圖(好的口碑、持續購買)具有部分中介影響。本研究最後為航空公司業者提供了實際上的建議及未來可研究的方向。
Aviation field is a highly competitive market nowadays, its profit could be always affected by various uncertain factors, such as airfuel price, aircraft replacement, cabin facilities renewal, etc. According to the previous literatures, communication competence of flight attendant is playing a leading role in passenger interacing on board. Therefore airline operators shall be thinking about a firm training in the communication skills of services and how to use that well, in order to build the interactional quality up, so much so that it may enhance the repurchase willingness of consumers or even establish their loyalty, consequently will be a great benefit to the company. This study investigates whether communication competence affects interactional quality and behavior intention of passengers on board. This research also identifies the mediating effects of interactional quality on communication competence and behavior intention. A total of 530 valid questionnaires were collected from the consumers whose had taken international flight of China Airlines or Eva Airways during July of 2016 to January of 2017 in Taiwan. The results revealed that communication competence (language ability, assertiveness, approachability, attentiveness, touch) positively and significantly influences interactional quality (attitude, behavior, professional knowledge) and behavior intention(word on mouth, repurchase willingness), and that interactional quality (attitude, professional knowledge) positively and significantly influences behavior intention (word on mouth, repurchase willingness). Also, when the control variables of attitude and professional knowledge (interactional quality) were added, communication competence (assertiveness, attentiveness, touch) did positively influence behavior intention (word on mouth, repurchase willingness), thus interactional quality partial mediates the relationship between communication competence and behavior intention. Finally, this study provides a discussion on practical implications for airline operators and suggestions for future research.
中文摘要 i
英文摘要 ii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 ix
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究步驟 5
第貳章 文獻探討 6
第一節 溝通與溝通能力 6
第二節 互動品質 25
第三節 行為意圖 31
第參章 研究方法 38
第一節 研究架構 38
第二節 研究假設 39
第三節 問卷設計 41
第四節 抽樣設計 47
第五節 資料分析方法 47
第肆章 研究結果 50
第一節 乘客樣本人口描述性統計 50
第二節 溝通能力、互動品質、行為意圖之平均數分析 53
第三節 信度分析 60
第四節 差異性分析 61
第五節 相關分析 68
第六節 迴歸分析 70
第伍章 結論與建議 76
第一節 結論 76
第二節 建議 79
參考文獻 83
附錄 108


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