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研究生:劉偉譽
研究生(外文):LIU, WEI-YU
論文名稱:維修授權認證、一站到位服務與工業性品牌權益之研究--以AA航空維修公司為例
論文名稱(外文):Authorized Maintenance Certification , One-Stop Maintenance Service and Industrial Brand Equity--An Example of AA Airplane Maintenance Company
指導教授:陳一民陳一民引用關係
指導教授(外文):CHEN,YI-MIN
口試委員:劉信賢許博翔
口試委員(外文):LIU,XIN-XIANXU,BO-XIANG
口試日期:2020-06-15
學位類別:碩士
校院名稱:國立高雄大學
系所名稱:亞太工商管理學系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:66
中文關鍵詞:工業性品牌權益一站到位服務
外文關鍵詞:Industrial Brand EquityOne-Stop Maintenance Service
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在全球航空產業發展過程中,航空器維修扮演舉足輕重的地位,其主要業務包括維護保養(Maintenance)、修理(Repair)與翻修(Overhaul),一般簡稱MRO;台灣MRO產業較缺乏品牌發展經驗,在面對全球競爭下,採削價競爭策略以因應,故發展品牌及建立品牌忠誠度優勢,遂為本研究討論的重要議題。本研究以台灣MRO公司的『維修授權認證及一站到位服務』為探討方向之起點,並納入『知覺品質』、『品牌知名度』與『最高領導者特質』為基礎,擬定26問項評估準則,透過問卷之統計分析,佐證哪些要素顯著影響『工業性品牌權益』的建立,並連結影響『品牌忠誠度』。

研究結果顯示,僅『知覺品質』對於『工業性品牌權益』有顯著相關,且『工業性品牌權益』對於『品牌忠誠度』亦為顯著相關。本研究實證發現,建立讓客戶足以信賴之包含維修品質、維修技術、故障排除能力等『知覺品質』,必有助『工業性品牌權益』的建立。因過往國內有關品牌權益的文獻,甚少將『維修授權認證』與『ㄧ站到位服務』納為前因變項進行研究,故因此延伸出本研究以目前台灣MRO產業發展B2B公司為例,採PLS分析結果為基準,進行現況分析與提供策略建議。

關鍵字:維修授權認證、一站到位服務、知覺品質、工業性品牌權益、品牌忠誠度

Aircraft maintenance including maintenance, repair and overhaul(MRO) plays an important role in the development of worldwide aviation industry. Lowering the prices for Taiwan MRO companies was adopted instead of brand development under the threats from competitors , so the establishment of “brand equity” and “brand loyalty” is the top issue of this research. This study starts with exploring “maintenance certification” and “one-stop maintenance service” adopted by MRO company, and then take the ”perceived quality” , “brand awareness” and “top-leader features” into consideration. Related statistical analysis for 26 assessment features completed through questionnaire survey is afford to prove the factors which affect the establishment of “brand equity” and “brand loyalty”.

The research results not only show that “perceived quality” has significant influence on “brand equity”, but also prove that “brand equity” has significant influence on “brand loyalty”. In other words, the “industrial brand equity” could be established by “perceived quality” customers are satisfied with including maintenance quality, maintenance skills and troubleshooting skills.

“Authorized maintenance certification” and “One-stop maintenance service” are rarely as variables in the past domestic literature regarding brand equity, this’s why the above variables are taken as the direction of this research. Hope this case study through PLS method could draw the helpful suggestions concerning a company’s brand strategy.

Keywords: Maintenance Certification, One-Stop Maintenance Service, Perceived Quality,Brand Equity, Brand Loyalty
致 謝

中文摘要

ABSTRACT

目錄

表目錄

圖目錄

第壹章、緒論
第一節 研究背景與動機
第二節 研究目的
第三節 研究流程

第貳章、文獻探討與假說
第一節 『價值共創』與『一站到位服務』之關係
第二節 『市場導向』與『維修授權認證』之關係
第三節 『一站到位服務、維修授權認證、最高領導者特質、知覺品質、品牌知名度』與 『工業性品牌權益』之關係
第四節 『工業性品牌權益』與『品牌忠誠度』之關係

第參章、研究方法
第一節 研究架構
第二節 研究變項之操作定義與衡量問項
第三節 研究對象與問卷調查
第四節 研究方法細說及分析

第肆章、資料分析與結果
第一節 敘述性統計分析
第二節 信度&效度探討
第三節 PLS模式分析
第四節 研究發現與討論

第伍章、結論與建議
第一節 研究結論
第二節 研究限制與後續研究建議

參考文獻

附錄


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