Linking Airline Service Convenience to Satisfaction: Dimensions and Key Moderators

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Project title

Code/計畫編號

MOST109-2410-H019-018

Translated Name/計畫中文名

航空服務便利性與滿意之關聯性-關鍵干擾變數之探討

Project Coordinator/計畫主持人

Shih-Ping Jeng

Funding Organization/主管機關

National Science and Technology Council

Department/Unit

Department of Shipping and Transportation Management

Website

https://www.grb.gov.tw/search/planDetail?id=13535267

Year

2020

Start date/計畫起

01-08-2020

Expected Completion/計畫迄

31-07-2021

Bugetid/研究經費

717千元

ResearchField/研究領域

經濟學

服務便利性是指顧客購買和消費服務所知覺的時間和心力。雖然便利的航空服務對顧客越來越重要，但過去文獻對於航空業的服務便利性，仍缺乏獨立且系統的討論。特別是航空服務便利性的那些構面較重要，以及在哪一種情況下，航空服務便利性對提高顧客滿意效果較好，仍是未解的問題。本計畫的目標，是探討航空服務便利性不同構面之相對重要性，以及有哪些關鍵干擾變數(例如顧客特性或廠商因素)，會影響航空服務便利性和顧客滿意的關係。本計畫首先建立構面模式：航空服務便利性為一個二階反映性構念，包含五個一階子構面(決策便利性、交易便利性、取得便利性、利益便利性、後利益便利性)。接著建立干擾模式，討論航空服務便利性與顧客滿意的關係，會如何受到顧客特性(搭機目的、顧客經驗、搭機樂趣)和廠商因素(航空公司類型、服務持續時間)所干擾。本計畫擬透過調查法和偏最小平方法蒐集資料和驗證模型。研究結果有助於理解航空服務便利性各層面的相對重要性，以及提高航空服務便利性對哪一種類型的顧客和航空公司，有更好的效果。研究結果具有理論與實務意涵。Demand for service convenience, defined as a consumers’ perception of minimized time and effort spent to obtain a service, has increased in the airline service setting. Previous research notes the significance of convenience in the airline service setting, but the importance of different dimensions of service convenience and the role of key moderators affecting the link between convenience and satisfaction (like customer characteristics and firm-related factors) remain unaddressed. This project aims to identify which dimensions are most important to the perception of airline service convenience. This project also examines how customer characteristics (trip purpose, customer experience, flight enjoyment) and firm-related factors (airline type and service duration) moderate the relationship between airline service convenience and satisfaction. Two models, a multidimensional model of airline service convenience and a moderator model, will be developed and tested. Surveys and PLS-SEM will be conducted to evaluate the results. The obtained results can be used to identify those customer groups and airline companies for which offering convenience will have the highest leverage to increases satisfaction.

Keyword(s)

服務便利性
航空服務
顧客滿意
顧客特性
航空公司類型
Airline service
service convenience
customer satisfaction
customer characteristics
airline types

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Linking Airline Service Convenience to Satisfaction: Dimensions and Key Moderators

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