近年來廉價航空在亞太地區逐步競爭白熱化，首當其衝的就是即將發展國籍廉價航空之台灣市場。與傳統航空相比，廉價航空在服務品質方面較備受爭議。而以往有關廉價航空的研究大多以行為意向與價格為主，較少探討服務品質方面之議題，可見顧客對廉價航空的整體服務品質還是有所期待。
本研究即服務品質以為核心，旨在探討廉價航空的服務品質、顧客滿意度與顧客忠誠度的影響並探索其交互關係，另再加入價格促銷與時間成本為干擾變數。並選擇以台灣機場為主且飛行時間在1~4小時以內的短程旅客為對象，採用便利抽樣進行問卷調查，一共回收218份有效問卷，後續則以敘述性統計及迴歸進行資料分析。
研究結果顯示：(1)服務品質之「可靠性」、「保證性」與「關懷性」構面對顧客滿意度有顯著的正向影響。(2)服務品質之「有形性」、「可靠性」與「保證性」構面對顧客忠誠度有顯著的正向影響。(3)顧客滿意度對顧客忠誠度有顯著的正向影響。(4)價格促銷對於服務品質之「反應性」與「關懷性」構面與顧客滿意度間的關係有正向的干擾效果。(5)時間成本於服務品質「有形性」構面與顧客滿意度間的關係有正向的干擾效果。依照研究結果，建議廉價航空業者可加強其心理層面的服務品質，如何提升廉價航空的整體滿意度，也是往後持續努力的目標。

In recent years, low-cost carriers in Asia Pacific region became very competitive gradually, to be the first to be affected is about to develop low-cost carriers of the Taiwan market. In comparison with traditional airlines, low-cost carriers are always controversial in terms of service quality. The previous studies on low-cost carriers mostly focus on behavioral intentions and price-based and less discussed service quality issues. We can see the overall service quality of low cost airline is still something to look forward.
This empirical research aims to comprehend the relationship among service quality, customer satisfaction as well as customer loyalty of low-cost carriers, also added price promotion & time cost as moderator. In this study, short-haul passengers within 1 to 4 hours in Taiwan airport have been chosen for an object and base on questionnaire survey. A total of 218 valid questionaries were recovered by using descriptive statistics and regression for data analysis.
The survey results show: 1. Reliability, Assurance & Empathy of service quality have significant impacts on customer satisfaction. 2. Tangible, Reliability & Assurance of service quality have significant impacts on customer satisfaction. 3. Customer satisfaction has significant impacts on customer loyalty. 4. Price Promotion has positive interference on Responsiveness & Empathy of service quality. 5. Time Cost has positive interference on Tangible of service quality. This research also provided low cost carrier owners, according to analysis of the results, appropriate suggestions on enhance psychological dimensions of service quality and improve overall satisfaction.

論文審定書……………………………………………………....…. i
誌謝………………………………………………………………..... ii
中文摘要…………………………….……..……………………….. iii
英文摘要……………………………….…………………………… iv
目錄…………………………….………….……………………...… v
圖次……………………………………………………………….… vii
表次…………………………………………………………………. xi
第 一 章 緒論
第一節 研究背景…………………………………………………………….…… 1
第二節 研究動機………………………….……………….……………….……. 2
第三節 研究目的…………………………………………………………….…… 3
第四節 研究流程………………………………………………..…………..…… 4
第五節 論文架構……………………………………………………………….… 5
第 二 章 文獻探討
第一節 服務品質……………………………………………………….………… 6
第二節 顧客滿意度……………………………………………………….…….. 8
第三節 顧客忠誠度………………………………………………………..……. 9
第四節 價格策略……………………………………………………………...... 11
第五節 時間成本……………………………………………………………...... 13
第 三 章 研究設計
第一節 研究架構與假設………………………………………….…………. 14
第二節 研究變項之操作型定義及衡量方法………….………….. 16
第三節 抽樣計畫………………………………………………………….…….. 23
第四節 問卷設計與前測 …………………………………………….…….. 24
第五節 資料分析方法…………………………………………….………….. 33
第 四 章 資料分析與討論
第一節 樣本特性分析…………………………………………….………….. 35
第二節 信度檢定…………………………………………………….………….. 43
第三節 效度檢定…………………………………………………….………….. 44
第四節 研究構面之關聯分析……………………………….……………. 53
第五節 顧客滿意度之影響因素分析…………………….………….. .58
第六節 顧客忠誠度之影響因素分析……………………….……….. .59
第七節 價格促銷與時間成本之干擾效果分析……….………… .63
第八節 人口統計變數分析……………………………………………...... .65
第 五 章 結論與建議
第一節 研究結論…………………………………………….……….…………..72
第二節 管理意涵………………………………………………….….…………..73
第三節 研究限制………………………………………………….....…………..75
第四節 後續研究建議…………………………………………….….……….. 76
參考文獻……………………………………………………………….. 77
附錄一………………………………………………………………….. 80

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