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題 名 | 應用結構方程模式分析國內空運市場航空公司傳遞給顧客的價值=Applying the Structural Equation Model to Evaluate Customer Values Delivered by Taiwanese Airlines in Domestic Market |
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作 者 | 顏進儒; 許格源; | 書刊名 | 中國土木水利工程學刊 |
卷 期 | 19:4 2007.12[民96.12] |
頁 次 | 頁611-623 |
分類號 | 557.94 |
關鍵詞 | 顧客價值分析; 航空客運; 結構方程模式; 線性結構關係; Customer value analysis; Air travel; Structural equation model; LISREL; |
語 文 | 中文(Chinese) |
中文摘要 | 顧客價值分析的概念認為顧客選擇其所認知價值最高的品牌,而顧客認知價值受到使用產品或服務所得利益,與所付出成本的影響。本研究應用結構方程模式從事路徑分析,探討各構面與顧客認知價值的關聯,並以校估所得的模式計算國內航線各航空公司所傳遞的顧客認知價值。研究結果顯示,服務品質對於品牌形象有正向影響,品牌形象對顧客認知價值亦有正向影響,而認知成本對顧客認知價值則有負向影響。各航線顧客認知價值最高的航空公司分別為,臺北-高雄航線的華信航空、臺北-金門的遠東航空與臺北-馬公的復興航空。航空公司獲得顧客認知價值的主因為較低的認知成本,以較高品牌形象獲取溢價的情形在國內空運市場並不明顯。 |
英文摘要 | The concept of customer value analysis (CVA) has been applied in marketing research in that customers choose the brand that gives them the greatest value. The value of a specific good or service is a function of its benefits and costs perceive by customers. The present research employed the structural equation model to conduct a path analysis that addresses the relationships among benefits and costs perceived by passengers. The estimated structural equation model was then used to calculate the customer value delivered by airlines that serve Taiwan domestic air market. The research results indicate that the quality of a specific product/service has positive influences on its brand image, which in turn positively affects its value perceived by customers. Costs, on the other hand, negatively affect customer values. Specifically, Mandarin Airlines delivers the greatest customer value in Taipei-Kaohsiung route, and Far Eastern Air Transport and TransAsia Airways in Taipei-Kinmen and Taipei-Makung routes, respectively. The key factor that those airlines deliver the greatest customer value is low perceived costs. The strategy to obtain a premium by achieving a higher brand image is not observed in Taiwan domestic air market. |
本系統中英文摘要資訊取自各篇刊載內容。