以顧客價值觀點建立國際航空公司評選之模式 江佩馨、張魁
E-mail: [email protected]
摘 要
航空業在面對總體經濟環境不利的影響下，燃油成本所佔總營運成本的比例增加，許多公司利用內部改善來控制成本，但 是這些作法並無法提供長期的助益，應從顧客導向與需求，來提升企業的競爭能力。
由於因產業別的不同，顧客價值的構面也會有所差異，尤其當乘客搭國際航線時，在客艙裡體驗的時間長，與服務人員的 互動也較高，因此，將體驗層面納入考量，以彌補過去對於顧客價值研究之不足。然而為了建構完整之決策模式，本研究 回顧相關文獻進行訪談，再運用「方法－目的鏈」建立層級間關係；其次，透過詮釋結構模型(Interpretive Structural Modeling；ISM)，來確立準則間之相依關係。第三，運用分析網絡程序法 (Analytic Network Process; ANP)評估屬性權重值
，以完整衡量顧客心中整體價值。
最後，本研究以國內三家知名的國際航空公司做為評選方案，結合前述利用ISM與ANP所發展的航空公司之層級架構，做 為國際航空公司評選模式；根據究結果顯示，更深入了解乘客偏好的服務屬性。
關鍵詞 : 顧客價值、詮釋結構模型、分析網絡程序法
目錄
中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． v Contents．．．．．．．．．．．．．．．．．．．． vi List of Tables．．．．．．．．．．．．．．．．．．．．． vii List of Figure．．．．．．．．．．．．．．．．．．．．．．． viii Chapter 1 Introduction．．．．．．．．．．．．．．．． 1 1.1 Research background and motivation．．．．．．．． 1 1.2 Research objectives．．．．．．．．．．．．．．．． 3 1.3 Research process．．．．．．．．．．．．．．．． 4 Chapter 2 Literature review．．．．．．．．．．．．．．．． 6 2.1 Customer value．．．．．．．． 6
2.2 Service Quality．．．．．．．．．．．．．．．． 13 2.3 Means-end Chain．．．．．．．．．．．．．．．． 16
2.4 Interpretive Structural Modeling．．．．．．．．．．．．．． 18 2.5 Analytic Network Process．．．．．．．．．．．．．．．． 20 Chapter 3 Establish a evaluation model．．．．．．．．．．． 23 3.1 Setting up the goal and the hierarchy．．．．．．．． 23 3.2 Testing and verifying dependency relations．．．．．． 25 3.3 Figuring out the relative weight values．．．．．．．．．． 30 3.4 Testing the consistency and integrating opinions．．． 35 3.5 Calculate total weights of service attribute．．．．．．． 36 3.6 Calculating the scheme weight values．．．．．．．．．．． 38 3.7 Investigation process and research samples．．．．．． 40 3.8 Questionnaire design．．．．．．．．．．．．．． 42 Chapter 4 Analysis and results．．．．．．．．．．．．．．．． 45 4.1 Investigation on evaluation cases．．．．．．．． 45
4.2 Developing airlines assessment framework．．．．．． 46 4.3 Testing and verifying the dependence relations．．． 48 4.4 Calculating the relative weight of the desired value 60 4.5 The dependency relation in the safety value 62
4.6 Utilizing super-matrix to obtain relative weight at 5.5 ECs level 64
4.7 Calculate total weight of service attributes．．．．．． 69 4.8 Index computation and scheme assessment．．．．．． 71 4.9 The influence of interactions on consumer decision 76 Chapter 5 Discussion．．．．．．．．．．．．．．．． 77 5.1 Discussion．．．．．．．． 77
5.2 Contributions．．．．．． 80
Reference ．．．．．．．．．．．．．．．．．．．．． 82 Appendix A．．．．．．．．．．．．．．．．．． 91 Appendix B．．．．．．．．．．．．．．．．．． 95 Appendix C．．．．．．．．．．．．．．．．．． 116
List of Tables
Table 1 The dimensions and definitions of customer value．．． 10 Table 2 The definition of service quality dimensions．．．．．．． 15 Table 3 ISM applications．．．．．．． 20
Table 4 The first level hierarchical matrix is deconstructed dec- nstructed．．．．．．． 28
Table 5 The second level hierarchical matrix is deconstructed． 29 Table 6 The three level hierarchical matrix is deconstructed．．． 29 Table 7 Random index, RI．．．．．．． 35
Table 8 List for the professional backgrounds of the Interview- ees in this Study 41
Table 9 List for the backgrounds of the evaluation scheme．．． 46 Table 10 The hierarchical matrix of safety value is deconstructed 51 Table 11 The service attributes of WFR, LAR and LER is deco- nstructed 51
Table 12 The service attributes of LS,HA and WI is deconstruct- ed 51
Table 13 The Relative weights of desired values．．．．．．． 60 Table 14 Relative weights of service attributes for airlines．．．． 61 Table 15 Pair-wise comparison matrices at ECs between FS and CR．．．．．．． 62
Table 16 Pair-wise comparison matrices at Price Preference am- ong SP, MB and PLT 64
Table 17 Super-matrix of interdependence before convergence at ECs level 65
Table 18 Super-matrix of interdependence after convergence at ECs level． 65
Table 19 Super-matrix of interdependence before convergence at SAs level．．． 67
Table 20 Super-matrix of interdependence after convergence at SAs level 68
Table 21 The relative weight of service attributes for airlines．． 70 Table 22 The weight, index and evaluation results of attributes for alternatives 73
Table 23 The comparison between AHP and ANP weight．．．．． 74
List of Figures
Figure 1 The research process of this study．．．．．．．． 5
Figure 2 The questions and strategies of international airline service development 25
Figure 3 Hierarchical interaction graph．．．．．．．．．． 30 Figure 4 The calculation concept of attribute preference．．． 32 Figure 5 The hierarchy of safety value．．．．．．．．．． 52 Figure 6 The hierarchy of transaction value．．．．．．．．． 53 Figure 7 The hierarchy of service value 54
Figure 8 The hierarchy of experience value 55
Figure9 The hierarchical customer value framework of airlines 59 Figure 10 Evaluation model of Most Valuable．．．．．．． 60 參考文獻
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