由品牌體驗到忠誠於品牌－比較非國藉/國藉航空公司及完整服務/低成本航空公司之差異

ASIA unversity > 管理學院 > 休閒與遊憩管理學系 > 科技部研究計畫 > Item 310904400/26139

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题名:	由品牌體驗到忠誠於品牌－比較非國藉/國藉航空公司及完整服務/低成本航空公司之差異
作者:	林宜欣
贡献者:	管理學院;休閒與遊憩管理學系
关键词:	品牌體驗;品牌個性;品牌權益;品牌滿意度;品牌忠誠度;航空公司;航空聯盟;Brand Experience;Brand Personality;Brand Equity;Brand Satisfaction;Brand Loyalty;Airline;Airline Alliance
日期:	2012
上传时间:	2013-07-18 07:34:04 (UTC+0)
摘要:	品牌體驗是個較新的議題，強調企業在功能性的需求外，還必須滿足消費者情感性的需求，藉由消費者感情面的體驗來建立關係。航空公司以一個著重安全的運輸的服務業，由服務的提供與人員的互動，更容易讓消費者體驗到品牌傳達的訊息與特色，因而有不同的品牌個性產生，而相近的特質與實際的體驗皆有助於建立品牌權益與顧客滿意度，進一步更可以建立品牌忠誠度。本研究將依據不同的營運特性與國籍的差異，選擇完整服務航空公司、低成本航空公司、非國籍航空公司及國籍航空公司的旅客進行調查，由品牌體驗、品牌個性、品牌權益、品牌滿意度與品牌知名度五個變項，建立品牌體驗－品牌忠誠度之模式，以瞭解旅客經由知覺、感情、理智到行為的變化過程。此外，並考量是否為航空聯盟成員，對於旅客在品牌變數間的關係及忠誠度是否會有影響。研究結果不但可驗證品牌體驗在航空服業的效益，更可做為航空公司品牌與顧客管理的依據。本計畫將分二年執行，以桃園國際機場旅客對象，第一年將進行焦點團體討論與專家深度訪談，作為問卷研擬之基礎，並以完整服務/低成本航空公司為例進行問卷調查。第二年則以非國籍/國籍航空公司為例調查，並以加入聯盟與否為干擾變項，分別整理兩年的分析後建立研究模型，並提出相關建議。 Brand experience is a new topic in recent year. It has been proposed that experience capable of delivering unique functional and emotional elements to build the strong relationship between brand and customer. Airline is a top service industry focus on safety and high quality transportation service. Therefore brand experience is easy to deliver to passenger by airline service and indirectly create individual brand personality. And these similar characteristics and real experiences are helpful to improve brand equity, satisfaction brand loyalty. Base on varied characteristics of operation and country perceive. This study will survey passengers of full service airlines, non frill service airlines, international airlines and national airlines. Model of process of brand experience – customer loyalty have three mediator variables that is brand personality, brand equity and brand satisfaction. Otherwise, the moderating effect around this model is with or without airline alliance. The outcome of this study will confirm the benefit of brand experience in airline service industry and take a sample to help brand and customer management for airlines. This is a 2-year project. The first-year study will be carried out in two stages. The first stage is consisted of a series of literature review, focus group discussion and interview with passengers and experts to collect their important comments. The second stage is survey questionnaires passengers of full service airlines and non frills airlines. The second year’s project will also survey questionnaires of international airlines and national airlines. SEM and HLM will to examining the relationship among research variables and identify finally model. Moreover, we will also use questionnaires to understand how process this model and develop suggestions to airport and brand marketers.
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