A Study on Relationship Among Customer Satisfaction, Complaint Dealing and Customer Loyalty in the International ...
薛一正、封德台
E-mail: 9701114@mail.dyu.edu.tw
ABSTRACT
The study aims at using Fornell et al. (1996)’s ASCI model to discuss the relationship among customer satisfaction, complain dealing and customer loyalty in the international airline company. This survey objects are customers who enplane by China Airlines included European (Aussie), American and Asian lines. A total of 600 samples were interviewed, and 550 questionnaires were collected back. Among them, 77 samples are incomplete and the rest 473 samples were completely finished as valid good, which means its useable survey rate is 78.83%. According the research, the conclusion of the research were as following below: (1) plane service, counter service, reservation service of customer satisfaction had negative significant influence on complain dealing; (2) plane service, baggage service, counter service, personnel attitude, operation efficiency, books and newspapers service of customer satisfaction had positive significant influence on customer loyalty; (3) complain behavior had negative significant influence on customer loyalty; (4) complain dealing had moderation effects between complain behavior and customer loyalty.
Keywords : customer satisfaction ; complain behavior ; complain dealing ; customer loyalty Table of Contents
內容目錄 中文摘要 ．．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．
．．．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．
．．．．．．．．．． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．
．．．．．．．．．．．．．． x 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 研究範圍．．．．．．．．．．．．．．．． 4 第四節 研究流程．．．．．．．．．．．．．．．． 4 第二章 文獻探討．．．．．．．．．．．．．．．．．． 6 第一節 顧客滿意度．．．．．．．．．．．．．．． 6 第二節 抱怨行為與抱怨處理．．．．．．．．．．． 9 第三節 顧客忠誠度．．．．．．．．．．．．．．
． 14 第四節 ACSI模式．．．．．．．．．．．．．．． 16 第三章 研究方法．．．．．．．．．．．．．
．．．．． 18 第一節 研究架構．．．．．．．．．．．．．．．． 18 第二節 研究假設．．．．．．．
．．．．．．．．． 18 第三節 研究構面操作性定義．．．．．．．．．．． 19 第四節 問卷設計與發放 方式．．．．．．．．．．． 20 第五節 統計分析方法．．．．．．．．．．．．．． 24 第四章 實證結果與 分析．．．．．．．．．．．．．．． 26 第一節 問卷基本資料分析．．．．．．．．．．．． 26 第二節 因素分析與信度分析．．．．．．．．．．． 29 第三節 差異分析．．．．．．．．．．．．．．．． 36 第四節 迴歸分析．．．．．．．．．．．．．．．． 38 第五章 結論與建議．．．．．．．．．．．．．．．．
． 45 第一節 研究結論．．．．．．．．．．．．．．．． 45 第二節 理論與實務意涵．．．．．．．．
．．．．． 46 第三節 研究建議．．．．．．．．．．．．．．．． 47 參考文獻 ．．．．．．．．．．．．．
．．．．．．．．． 49 附錄 問卷調查表．．．．．．．．．．．．．．．．．． 64 REFERENCES
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