The Effectiveness of Customer Satisfaction and Trust on Customer Loyalty for the Passengers of the Multinational Airline
邱、何文榮
E-mail: 9707358@mail.dyu.edu.tw
ABSTRACT
Vietnam’s economy has grown rapidly since its reformation and openness. Owing to its cheap labors, companies around the world have chosen to invest in Vietnam. For Taiwan, additional reasons for its business migration include the “Southing Policy” and the unstable relationship with Mainland China. However, in order to lower costs and bring in more profits, it is important for companies to increase their customers’ loyalty. Today, under such competitive circumstances, how to maintain customers’ loyalty and competitive advantages is a critical issue for airline businesses. Winer(2000) points out that strategies for long-term marketing relationship are based on customers’ loyalty and acknowledgement. For air transportation, owing to its abstract characteristic, it is difficult for customers to evaluate the differences between the services provided by different companies. Therefore, providing trust to increase customers’ loyalty becomes relatively important. During our investigation in the relationship between customers’
satisfaction, trust, and loyalty, our survey of airline passengers traveling between Taiwan and Vietnam shows that airlines can increase their customers’ loyalty by two methods. One is to strengthen customers’ trust toward the company. The other is to increase customers’ loyalty winning their trust. The most important issue of airline management is to establish good reputation.
Beside essential flight safety measurements, what customers really want is a company that guarantees high standards. As a result, in addition to elevating marketing insights to fulfill market requirements, companies should pay more attention to their brand rights in order to increase customers’ loyalty, maintain competitive advantages, and attain eternal management.
Keywords : customers’ satisfaction, trust, customers’ loyalty
Table of Contents
中文摘要 ．．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．
．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．．． vi 內容目錄 ．．．．．．．．．．．．．．．．
．．．．．． vii 表目錄 ．．．．．．．．．．．．．．．．．．．．．． ix 圖目錄 ．．．．．．．．．．．．
．．．．．．．．．． x 第一章 緒論．．．．．．．．．．．．．．．．．．．． 1 第一節 研究動機．．．
．．．．．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．．． 3 第三節 研究範圍
．．．．．．．．．．．．．．．． 3 第四節 研究流程．．．．．．．．．．．．．．．． 4 第二章 文獻探 討．．．．．．．．．．．．．．．．．． 5 第一節 顧客滿意度．．．．．．．．．．．．．．． 5 第二節 信任．．．．．．．．．．．．．．．．．． 10 第三節 顧客滿意度與信任之關係．．．．．．．．． 12 第四節 顧客忠誠度．．．．．．．．．．．．．．． 13 第五節 顧客滿意度、信任對顧客忠誠度之關係．
．． 17 第三章 研究方法．．．．．．．．．．．．．．．．．． 19 第一節 研究架構．．．．．．．．．．
．．．．．． 19 第二節 研究假設．．．．．．．．．．．．．．．． 20 第三節 變項之操作性定義及衡 量．．．．．．．．． 21 第四節 問卷設計．．．．．．．．．．．．．．．． 27 第五節 研究對象與抽 樣方法．．．．．．．．．．． 29 第六節 資料分析方法．．．．．．．．．．．．．． 30 第四章 資料研究 與分析．．．．．．．．．．．．．．． 33 第一節 樣本資料之敘述性分析．．．．．．．．．． 33 第二節 各構念衡量之信效度分析．．．．．．．．． 37 第三節 顧客滿意度因素分析．．．．．．．．．．． 40 第四節 相關係數分析．．．．．．．．．．．．．． 42 第五節 假設檢定．．．．．．．．．．．．．．
．． 48 第五章 結論與建議．．．．．．．．．．．．．．．．． 49 第一節 研究結論與意涵．．．．．．．
．．．．．． 49 第二節 實務意涵與建議．．．．．．．．．．．．． 51 第三節 研究限制．．．．．．
．．．．．．．．．． 53 第四節 後續研究之建議．．．．．．．．．．．．． 54 參考文獻 ．．．．．．．．
．．．．．．．．．．．．．． 56 附錄A 問卷設計版．．．．．．．．．．．．．．．．． 64 附錄B 問卷正式 版．．．．．．．．．．．．．．．．． 67 表 3-1 變數定義與衡量．．．．．．．．．．．．．．．．21 表 3-2 顧客滿 意度定義．．．．．．．．．．．．．．．．24 表 3-3 顧客滿意度衡量項目．．．．．．．．．．．．．．25 表 3-4 信任 衡量題項．．．．．．．．．．．．．．．．．26 表 3-5 顧客忠誠度衡量題項．．．．．．．．．．．．．．26 表 3-6 問 卷設計．．．．．．．．．．．．．．．．．．．28 表 4-1 基本資料分析次數分配表．．．．．．．．．．．．34 表 4-2 構面描述性統計．．．．．．．．．．．．．．．．35 表 4-3 構面問項分析．．．．．．．．．．．．．．．．．35 表
4-4 Cronbach’s α值標準．．．．．．．．．．．．．37 表 4-5 各構念衡量之信度分析．．．．．．．．．．．．．38 表 4-6 各構念衡量之效度分析．．．．．．．．．．．．．40 表 4-7 KMO統計量的判斷原理．．．．．．．．．．．．
．41 表 4-8 KMO與Bartlett檢定．．．．．．．．．．．．．．41 表 4-9 相關係數強度意義．．．．．．．．．．．．．
．．44 表 4-10 顧客滿意度對信任之平均數與標準差．．．．．．．44 表 4- 11 顧客滿意度對顧客忠誠度之平均數與標準 差．．．．44 表 4-12 顧客滿意度對信任之相關．．．．．．．．．．．．45 表 4-13 顧客滿意度對顧客忠誠度之相關．．
．．．．．．．45 表 4-14 顧客滿意度與信任之簡單迴歸分析．．．．．．．．46 表 4-15 顧客滿意度與顧客忠誠度之簡單 迴歸分析．．．．．47 表 4-16 研究假設驗證結果．．．．．．．．．．．．．．．48 圖 1-1 研究流程．．．．．．．．
．．．．．．．．．．．4 圖 3-1 研究架構．．．．．．．．．．．．．．．．．．．19 REFERENCES
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