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博碩士論文 etd-0522113-155358 詳細資訊
Title page for etd-0522113-155358
論文名稱
Title
頂級服務與行銷策略對顧客承諾之關聯性研究 -以航空業為例
A Study of the Relationships between Elite Services and Marketing Strategies on the Customer Commitment -A Case Study of the Aviation Industry
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
93
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2013-06-09
繳交日期
Date of Submission
2013-06-22
關鍵字
Keywords
頂級服務、變異數分析、行銷策略、顧客承諾、顧客忠誠
Customer commitment, Marketing Strategy, Top Service, Aanalysis of variance, Customer loyalty
統計
Statistics
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中文摘要
由於出國人次逐年成長的環境下,如何獲得出國旅客的青睞,關係著航空業者經營績效良窳的重要關鍵之一。依據Sky-team航空聯盟近年的統計,5%的頂級客層卻占了公司25%的盈收,如此的現象造就了國內頂級服務的誔生,同時也反應頂級服務的行銷策略將能獲得更大的經營績效。傾力爭取更多頂級客層的策略,將是各大航空業者低獲利時代的新顯學。最近國內航空業也看準M型社會上的頂級客層驚人的消費能力,藉以陸續推出所謂的「頂級服務」,同時在導入頂級服務的前提下,亦提供附加頂級服務的相關商品或服務,如此行銷策略不僅針對旅遊的頂級客層外,亦針對頂級的商務客層,這也代表國內已逐漸呈現所謂的「M型社會帶來Z型消費」的現象。
  因此,本研究針對航空業中搭乘頭等艙或商務艙等頂級客層為對象,調查其對頂級服務、行銷策略及顧客承諾的認知,研究結果顯示:
(1) 免費尊榮機場接送或停車服務是頂級客層認為最吸引搭乘的服務;
(2) 機票優惠促銷是最被認同的行銷策略;
(3) 服務滿意是顧客承諾的最大主因;
(4) 空服員及貴賓室的服務是吸引顧客的重要因素;
(5) 搭乘次數與頂級服務的認同度有顯著影響。
Abstract
With the gradual growing demand of air travelling over recent years, capturing the airline passenger’s market share has become a critical point in increasing revenue in the airline industry. According to the statistic published by Sky-team airline alliance recently, 25 percent of the airline industry’s earned revenue is contributed by 5 percent of high-end consumers. This market phenomenon has opened up the idea for service sector to create the concept of elite services while reflecting, with the essential of right marketing strategy, the opportunity for the industry to efficiently bring in better bottom line of business performances. Gaining the market share of the high-end consumers inevitably is the strategy necessary for the airline industry to increase its profit margin. Needless to say the airline industry, recognizing the enormous purchasing power of high-end consumers in the M-shaped society, has continuously within the context of facilitating outstanding services come up with the added-values and incentives to related services and products and together with the right marketing strategy, the industry targets not only elite travelers but also business entrepreneurs to capture this niche market. This phenomenon also signifies the arrival of “M-shaped society with Z-typed consumption”.
As such, the purpose of this study rests on the issues of elite services, marketing strategies and customer commitment where the target consumers are directed to first class and business class passengers. The results of the study are shown as the following:
1. Free airport pick-up to/from and parking services are the most attracted offers among high-end consumers.
2. Promotional airfare is the most commonly perceived as the most effective way of marketing strategy.
3. Customer commitment is the driving factor of customer service satisfaction.
4. The two important factors in attracting customer royalty are flight attendants and quality of services at the airline lounge.
5. The number of ridings and recognition of elite services are clearly significant.
目次 Table of Contents
論文審定書
謝誌
中文摘要
英文摘要
目 錄
目 錄 I
表目錄 II
圖目錄 III
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 3
第二章 文獻探討 5
第一節 行銷策略之概述 5
第二節 頂級服務之概述 11
第三節 顧客承諾與顧客忠誠之概述 13
第四節 行銷策略、頂級服務、顧客承諾與顧客忠誠之文獻回顧 15
第三章 航空產業現況與趨勢 22
第一節 產業現況分析 22
第二節 航空產業趨勢 23
第四章 研究設計 26
第一節 研究架構 26
第二節 研究假設 27
第三節 研究對象與問卷設計 28
第四節 分析方法 35
第五章 實證分析 43
第一節 敘述性統計分析 43
第二節 交叉分析 49
第三節 變異數分析 62
第四節 相關係數分析 68
第六章 結論與建議 71
第一節 結論 71
第二節 建議 72
第三節 管理意涵 72
參考文獻 76
附錄 81
參考文獻 References
參考文獻
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