臺灣博碩士論文加值系統

航空業競爭日益激烈，各家所提供的服務附加價值也日趨多元，無論是服務品質或是品牌形象，都是顧客選擇商品時重要的考量因素之一，如何提高服務品質與提昇品牌形象，以建立顧客的忠誠度，關鍵即在於「關係品質」的建立。因此本研究透過結合服務品質、品牌形象以及關係品質與顧客忠誠度，做一完整的探討。以飛行台灣之國際航空公司之乘客作為研究對象，採用便利抽樣法進行問卷調查，共發出450份問卷，收回有效問卷403份，有效問卷回收率為89％。採用多元迴歸等統計方法分析檢定研究假說，實證結果發現：服務品質對於品牌形象、關係品質與顧客忠誠度皆有顯著正向影響，表示航空公司的服務品質愈好，對於提升品牌形象、關係品質與顧客忠誠度皆具有良好且正向之效果。品牌形象對於關係品質與顧客忠誠度有顯著正向影響，同時，關係品質對於顧客忠誠度亦有顯著正向影響。此外，關係品質在服務品質、品牌形象與顧客忠誠度間存在中介效果，表示服務品質與品牌形象可以透過關係品質對顧客忠誠度產生影響。故服務品質與品牌形象好的航空公司會透過增加顧客的滿意度與信任感，進而對於顧客忠誠度的提升也會產生加乘的效果。

In today’s world of intense competition in airlines industry, satisfying customers is only the base line and may not be sufficient for survival. Management should focus on gaining customer loyalty by enhancing customer perceptions of service quality and increasing brand image. This study provides the complete scope of service quality, brand image, relationship quality, and consumer loyalty. Survey method was applied to collect data, and total 409 surveys were returned. The results of this study found that service quality has positive impacts on brand image, relationship quality, and customer loyalty in airline industry. Moreover, brand image influnces relationship quality and customer loyalty directly. Furthermore, relationship quality has positive influence on customer loyalty. In addition, service quality and brand image would also influence customer loyalty through relationship quality.

目錄
中文摘要 I
英文摘要 III
誌 謝 V
第壹章 緒 論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第貳章 文獻探討 4
第一節 航空服務業特性 4
第二節 服務品質 6
第三節 品牌形象 16
第四節 關係品質 20
第五節 顧客忠誠度 25
第六節 服務品質、品牌形象、關係品質與顧客忠誠度之關係 32
第參章 研究方法 39
第一節 研究架構圖與假設 39
第二節 研究範圍與對象 45
第三節 資料處理與分析方法 46
第肆章 研究結果分析 48
第一節 基本資料分析 48
第二節 信效度分析 50
第三節 研究變數之基本屬性分析 56
第四節 不同航空公司對研究變數之單因子變異數分析 61
第五節 研究變項之迴歸模式分析 63
第伍章 結論與建議 70
第一節 研究結論 70
第二節 研究建議 72
第三節 研究限制及未來研究建議 74
參考文獻 76
附錄 88

表目錄
表2-1 服務品質的定義 7
表2-2 服務品質構面 11
表2-3 服務品質衡量模式之比較 14
表2-4 品牌形象的定義 17
表2-5 關係品質的定義 21
表2-6 顧客忠誠度的定義 27
表3-2 基本資料之變項 41
表3-3 服務品質之變項 41
表3-4 品牌形象之變項 43
表3-5 關係品質之變項 44
表3-6 顧客忠誠度之變項 45
表4-1 基本資料分析 49
表4-2 各構面之信度 51
表4-3 抽樣適當性評定表 51
表4-4 服務品質因素構面表 53
表4-5 品牌形象因素構面表 54
表4-6 關係品質因素構面表 55
表4-7 顧客忠誠度因素構面表 56
表4-8 服務品質之平均數及排序分析表 57
表4-9 品牌形象之平均數及排序分析表 58
表4-10 關係品質之平均數及排序分析表 59
表4-11 顧客忠誠度之平均數及排序分析表 60
表4-12 不同航空公司對研究變數之單因子變異數分析 62
表4-13 服務品質對品牌形象之迴歸分析表 63
表4-14 服務品質對關係品質之迴歸分析表 64
表4-15 品牌形象對關係品質之迴歸分析表 65
表4-16 服務品質、品牌形象、關係品質對顧客忠誠度之迴歸分析 69
表4-17 假設及驗證結果 69

圖目錄
圖2-1 產品有（無）形性 4
圖 2-2 認知的服務品質決定因素 12
圖2-3 品牌概念分類圖 20
圖2-4 關係品質模式 24
圖2-5 購買循環 28
圖2-6 忠誠度矩陣 30
圖3-1 服務品質、品牌形象及關係品質對顧客忠誠度之研究架構圖 39

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