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題名 機票在線平台顧客忠誠研究
Investigating the customer loyalty of online air ticket platforms
作者 曾彥華
Zeng, Yan Hua
貢獻者 簡睿哲
曾彥華
Zeng, Yan Hua
關鍵詞 顧客忠誠
機票在線平台
調節因素
Customer loyalty
Online air ticket platforms
Moderator
日期 2017
上傳時間 28-Aug-2017 11:22:01 (UTC+8)
摘要 大陸地區電子商務時代的到來讓機票購買變得在線化，推動了機票在線平台的集體成長。為了應對競爭，大陸地區的多家機票在線平台都通過各種方式去提高其顧客忠誠。本研究以大陸地區機票在線平台為行業背景，旨在探究顧客滿意、服務品質、轉換成本、促銷這4個因素對顧客忠誠的影響作用以及顧客信任對顧客忠誠的調節作用。為了研究顧客忠誠的影響因素和調節因素，本文採用了問卷調查法，對大陸地區機票在線平台的顧客進行調研。通過網路問卷的發放，筆者收集了156個樣本。研究發現，顧客滿意、服務品質、轉換成本、促銷都分別對機票在線平台顧客忠誠有顯著的積極影響。此外，顧客信任作為調節因素加強了顧客滿意對顧客忠誠的影響、服務品質對顧客忠誠的影響、轉換成本對顧客忠誠的影響，但在促銷對顧客忠誠的影響中並未存在調節效應。基於研究之發現，本文對機票在線平台的經營提出了一些建議，希望能夠為提高平台的顧客忠誠提供參考。
The arrival of the e-commerce era in mainland China has made the purchase of air ticket become online and has promoted the collective growth of the online ticket platforms. In order to meet the competition, many online air ticket platforms try to improve their customer loyalty through a variety of ways. Taking the online air ticket platforms in mainland China as the industry background, this study aims to explore the effect of customer satisfaction, service quality, switching costs and promotion on customer loyalty, as well as the moderating effect of customer trust on customer loyalty. To study the influencing factors and moderating factor of customer loyalty, a questionnaire survey was conducted for the customers of mainland China online ticket platforms. Through the issue of the questionnaire online, the author collected 156 samples. The study found that customer satisfaction, service quality, switching costs and promotion all have a significant positive impact respectively on customer loyalty of online ticket platform. In addition, customer trust, as a moderator, strengthens the impact of customer satisfaction on customer loyalty，the impact of service quality on customer loyalty and the impact of switching costs on customer loyalty, but there is no moderating effect in the impact of promotion on customer loyalty. Based on the findings of this study, the paper puts forward some suggestions on the operation of the online ticket platforms, hoping to provide reference for improving the customer loyalty of the platforms.
參考文獻 Aikaterini C. Valvi, Douglas C. West. E-loyalty is not all about trust, price also matters: Extending expectation-confirmation theory in bookselling websites[J]. Journal of Electronic Commerce Research, 2013, 14(1): 99-123
Aikaterini C. Valvi, Konstantinos C. Fragkos. Critical review of the e-loyalty literature : a purchase-centred framework[J]. Electronic Commerce Research, 2012, 12: 331-378
Albert Caruana. The impact of switching costs on customer loyalty: A study among corporate customers of mobile telephony[J]. Journal of Targeting, Measurement and Analysis for Marketing, 2004, 12(3): 256-268
Allagui A., Temessek A.. Testing an e-loyalty conceptual framework[J]. Journal of EBusiness, 2004, 4(1): 1–6
Anderson Eugene W., Sullivan, Mary W. The Antecedents and Consequences of Customer Satisfaction for Firms[J]. Journal of Mrketing Science, 1993(2): 125-143
Anderson R.E., Srinivasan S.S.. E-satisfaction and e-loyalty: a contingency framework[J]. Psychology & Marketing, 2003, 20(2): 123–138
Banwari Mittal. Retrospective: why do customers switch? The dynamics of satisfaction versus loyalty[J]. Journal of Service Marketing, 2016, 30(6): 569-575
Barrutia J. M., Gilsanz A.. e-Service quality: literature review and future avenues of research. In C.-P. Praeg & D. Spath (Eds.), Quality management for IT services: perspectives on business and process performance 2011: 22–44. Hershey: Business Science.
Bateson, Hoffman. 1999, op. cit.
Begona Alvarez Alvarez, Rodolfo Vazquez Casielles. Customer evaluations of sales promotion : the effect on brand choice[J]. European Journal of Marketing, 2005, 39(1/2): 54-70
Bolton, R. N.. A dynamic model of the duration of the customer’s relationship with a continuous service provider: the role of satisfaction[J]. Marketing Science, 1998, 17(1): 45– 65
Brandweek. Promotional influences spur buyers to try something new[J]. Marketing Science, 1994, 21(March), 13(3): 32-3
Brian J. Corbitt, Theerasak Thanasankit, Han Yi. Trust and e-commerce: a study of consumer perceptions[J]. Electronic Commerce Research and Applications, 2003, 2: 203-215
Burnham T.A., J.K. Frels, V. Mahajan. Consumer switching costs: A Typology, Antecedents, and Consequences[J]. Journal of the Academy of Marketing Science, 2003, 31(2): 109-126
Chang H. H., Wang Y. H., Yang W. Y.. The impact of e-service quality, customer satisfaction and loyalty on e-marketing: moderating effect of perceived value[J]. Total Quality Management & Business Excellence, 2009, 20(4): 423–443
Chen Ching-Fu. Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: Evidence from Taiwan[J]. Transportation Research Part A: Policy and Practice, 2008, 42(4): 709-717
Chen Q., Rodgers S., He Y.. A critical review of the e-satisfaction literature[J]. American Behavioral Scientist, 2008, 52(1): 38–59
Chia-Hui Yen, Hsi-Peng Lu. Effects of e-service quality on loyalty intention : an empirical study in online auction[J]. Managing Service Quality, 2008, 18(2): 127-146
David Martin-Consuegra, Arturo Molina, Agueda Esteban. An integrated model of price, satisfaction and loyalty: an empirical analysis in the service sector[J]. Journal of Produce & Brand Management, 2007, 16(7): 459-468
Dick A.S., Basu K.. Customer loyalty: Toward an intergrated conceptual framework[J]. Journal of the Academy of Marketing Science, 1994, 22(2): 99-113
Doney P.M., Cannon J.P.. An examination of the nature of trust in buyer–seller relationships[J]. Journal of Marketing, 1997, 61: 35–51
Flavian C., Guinaliu M., Gurrea R.. The role played by perceived usability, satisfaction and consumer trust on website loyalty[J]. Information & Management, 2006, 43: 1–14
Grover R, Srinivasan V. Evaluating the multiple effects of retail promotions on brand loyalty and brand switching segments[J]. Journal of Marketing Research, 1992, 29(1): 76-89
Guiltnan J. P.. ‘A classification of switching costs with implications for relationship marketing’, in Childers, T. L. and Bagozzi, R. P. (eds) ‘Winter Educators’ Conference: Marketing theory and practice’, American Marketing Association, Chicago, IL, 1989: 216–220
Gummerus J., Liljander V., Pura M., van Riel A.. Customer loyalty to content-based web sites: the case of an online health-care service[J]. Journal of Services Marketing, 2004, 18(3): 175–186
Ilias Santouridis, Panagiotis Trivellas. Investigating the impact of service quality and customer satisfaction on customer loyalty in mobile telephony in Greece[J]. The TQM Journal, 2010, 22(3): 330-343
Ilyoo B. Hong, Hwihyung Cho. The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketingplaces: Intermediary trust vs. seller trust[J]. International Journal of Information Management, 2011, 31: 469-479
Jan B. Heide, Allen M. Weiss. Vendor Consideration and switching Behavior for Buyers in High-Technology Markets[J]. Journal of Marketing, 1995, 59(3): 30-43
Jones Michael A., David L. Mothersbaugh, Sharon E. Beatty. Why Customer Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing Their Differential Strategic Outcomes[J]. Journal of Business Research, 2002, 55: 441-450
Jones T.O., Sasser W.E.. (1995) ‘Why satisfied customers defect’[J]. Harvard Business Review, 1995,73(1): 88–99
Klemperer. 1987, op. cit
Kotler Philip. Marketing Management: Analysis, Planning, Implementation and Control[M]. New Jersey: Prentice-Hall Inc, 1991
L. Hosmer. Trust: the connecting link between organizational behavior and philosophical ethics[J]. Academy management Review, 1995, 20(2): 370–403
Lee S.M., Hwang T., Lee D.H.. Evolution of research areas, themes, and methods in electronic commerce[J]. Journal of Organizational Computing and Electronic Commerce, 2011, 21(3): 177–201
Luarn P., Lin H. H.. A customer loyalty model for e-service context[J]. Journal of Electronic Commerce Research, 2003, 4(4): 156–167
McKnight D.H., Choudhury V., Kacmar C.. Developing and validating trust measures for e-commerce: An integrative typology[J]. Information Systems Research, 2002, 13(3): 334–359
Milne G.R., M.-E. Boza. Trust and concern in consumers` perceptions of marketing information management practices[J]. Journal of Interactive Marketing, 1999, 13(1): 5-24
Morgan R.M., Hunt S.D.. The commitment–trust theory of relationship Marketing[J]. Journal of Marketing, 1994, 58: 20-38
Naeimeh Elkhani, Sheida Soltani, Mir Hadi Moazen Jamshidi. Examining a hybrid model for e-satisfaction and e-loyalty to e-ticketing on airline websites[J]. Journal of Air Transport Management, 2014, 37: 36-44
Neal W. D.. Satisfaction is nice, but value drives loyalty[J]. Marketing Research, 1999, 11(1): 20–23
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Oliver Richard L.. Satisfaction: a behavioral perspective on the consumer[M]. New York: McGraw-Hill, 1997
Oliver, R.L.. Whence consumer loyalty?[J]. Journal of Marketing, 1999, 63: 33–44
Oyeniyi Omotayo, Abolaji Joachim Abolaji, Adewale Omotayo Adewale. Sales Promotion and Consumer Loyalty: A study of Nigerian Tecommunication Industry[J]. Journal of Competitiveness, 2011, 3(4): 66-77
Parasuraman A., Zeithaml V.A., Berry L.L.. A conceptual model of service quality and its implications for future research[J]. Journal of Marketing, 1985, 49(4): 41–50
Parasuraman A., Zeithaml V.A., Berry L.L.. SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality[J]. Journal of Retailing, 1988, 64(1): 12–40
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描述 碩士
國立政治大學
國際經營與貿易學系
104351052
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104351052
資料類型 thesis
dc.contributor.advisor 簡睿哲zh_TW
dc.contributor.author (Authors) 曾彥華zh_TW
dc.contributor.author (Authors) Zeng, Yan Huaen_US
dc.creator (作者) 曾彥華zh_TW
dc.creator (作者) Zeng, Yan Huaen_US
dc.date (日期) 2017en_US
dc.date.accessioned 28-Aug-2017 11:22:01 (UTC+8)-
dc.date.available 28-Aug-2017 11:22:01 (UTC+8)-
dc.date.issued (上傳時間) 28-Aug-2017 11:22:01 (UTC+8)-
dc.identifier (Other Identifiers) G0104351052en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/112143-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 104351052zh_TW
dc.description.abstract (摘要) 大陸地區電子商務時代的到來讓機票購買變得在線化，推動了機票在線平台的集體成長。為了應對競爭，大陸地區的多家機票在線平台都通過各種方式去提高其顧客忠誠。本研究以大陸地區機票在線平台為行業背景，旨在探究顧客滿意、服務品質、轉換成本、促銷這4個因素對顧客忠誠的影響作用以及顧客信任對顧客忠誠的調節作用。為了研究顧客忠誠的影響因素和調節因素，本文採用了問卷調查法，對大陸地區機票在線平台的顧客進行調研。通過網路問卷的發放，筆者收集了156個樣本。研究發現，顧客滿意、服務品質、轉換成本、促銷都分別對機票在線平台顧客忠誠有顯著的積極影響。此外，顧客信任作為調節因素加強了顧客滿意對顧客忠誠的影響、服務品質對顧客忠誠的影響、轉換成本對顧客忠誠的影響，但在促銷對顧客忠誠的影響中並未存在調節效應。基於研究之發現，本文對機票在線平台的經營提出了一些建議，希望能夠為提高平台的顧客忠誠提供參考。zh_TW
dc.description.abstract (摘要) The arrival of the e-commerce era in mainland China has made the purchase of air ticket become online and has promoted the collective growth of the online ticket platforms. In order to meet the competition, many online air ticket platforms try to improve their customer loyalty through a variety of ways. Taking the online air ticket platforms in mainland China as the industry background, this study aims to explore the effect of customer satisfaction, service quality, switching costs and promotion on customer loyalty, as well as the moderating effect of customer trust on customer loyalty. To study the influencing factors and moderating factor of customer loyalty, a questionnaire survey was conducted for the customers of mainland China online ticket platforms. Through the issue of the questionnaire online, the author collected 156 samples. The study found that customer satisfaction, service quality, switching costs and promotion all have a significant positive impact respectively on customer loyalty of online ticket platform. In addition, customer trust, as a moderator, strengthens the impact of customer satisfaction on customer loyalty，the impact of service quality on customer loyalty and the impact of switching costs on customer loyalty, but there is no moderating effect in the impact of promotion on customer loyalty. Based on the findings of this study, the paper puts forward some suggestions on the operation of the online ticket platforms, hoping to provide reference for improving the customer loyalty of the platforms.en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景 1
第二節 研究問題 1
第三節 論文結構安排 2
第二章 文獻回顧 4
第一節 顧客忠誠 4
第二節 顧客滿意 5
第三節 服務品質 6
第四節 轉換成本 7
第五節 促銷 8
第六節 顧客信任 10
第七節 述評 11
第三章 研究假說與模型設計 12
第一節 研究假說發展 12
第二節 研究模型設計 15
第四章 研究設計 17
第一節 研究方法 17
第二節 各變量的操作性定義 17
第三節 問卷設計 18
第四節 數據收集 20
第五節 數據分析方法 21
第五章 研究結果分析 23
第一節 描述性統計分析 23
第二節 信度分析 24
第三節 效度分析 25
第四節 探索性因子分析 26
第五節 相關性分析 32
第六節 層次回歸分析 34
第七節 研究結果總結 41
第六章 結論與展望 43
第一節 研究結論 43
第二節 管理啟示 45
第三節 研究局限與未來研究方向 47
參考文獻 48
附錄 52		zh_TW
dc.format.extent 1414567 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104351052en_US
dc.subject (關鍵詞) 顧客忠誠zh_TW
dc.subject (關鍵詞) 機票在線平台zh_TW
dc.subject (關鍵詞) 調節因素zh_TW
dc.subject (關鍵詞) Customer loyaltyen_US
dc.subject (關鍵詞) Online air ticket platformsen_US
dc.subject (關鍵詞) Moderatoren_US
dc.title (題名) 機票在線平台顧客忠誠研究zh_TW
dc.title (題名) Investigating the customer loyalty of online air ticket platformsen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Aikaterini C. Valvi, Douglas C. West. E-loyalty is not all about trust, price also matters: Extending expectation-confirmation theory in bookselling websites[J]. Journal of Electronic Commerce Research, 2013, 14(1): 99-123
Aikaterini C. Valvi, Konstantinos C. Fragkos. Critical review of the e-loyalty literature : a purchase-centred framework[J]. Electronic Commerce Research, 2012, 12: 331-378
Albert Caruana. The impact of switching costs on customer loyalty: A study among corporate customers of mobile telephony[J]. Journal of Targeting, Measurement and Analysis for Marketing, 2004, 12(3): 256-268
Allagui A., Temessek A.. Testing an e-loyalty conceptual framework[J]. Journal of EBusiness, 2004, 4(1): 1–6
Anderson Eugene W., Sullivan, Mary W. The Antecedents and Consequences of Customer Satisfaction for Firms[J]. Journal of Mrketing Science, 1993(2): 125-143
Anderson R.E., Srinivasan S.S.. E-satisfaction and e-loyalty: a contingency framework[J]. Psychology & Marketing, 2003, 20(2): 123–138
Banwari Mittal. Retrospective: why do customers switch? The dynamics of satisfaction versus loyalty[J]. Journal of Service Marketing, 2016, 30(6): 569-575
Barrutia J. M., Gilsanz A.. e-Service quality: literature review and future avenues of research. In C.-P. Praeg & D. Spath (Eds.), Quality management for IT services: perspectives on business and process performance 2011: 22–44. Hershey: Business Science.
Bateson, Hoffman. 1999, op. cit.
Begona Alvarez Alvarez, Rodolfo Vazquez Casielles. Customer evaluations of sales promotion : the effect on brand choice[J]. European Journal of Marketing, 2005, 39(1/2): 54-70
Bolton, R. N.. A dynamic model of the duration of the customer’s relationship with a continuous service provider: the role of satisfaction[J]. Marketing Science, 1998, 17(1): 45– 65
Brandweek. Promotional influences spur buyers to try something new[J]. Marketing Science, 1994, 21(March), 13(3): 32-3
Brian J. Corbitt, Theerasak Thanasankit, Han Yi. Trust and e-commerce: a study of consumer perceptions[J]. Electronic Commerce Research and Applications, 2003, 2: 203-215
Burnham T.A., J.K. Frels, V. Mahajan. Consumer switching costs: A Typology, Antecedents, and Consequences[J]. Journal of the Academy of Marketing Science, 2003, 31(2): 109-126
Chang H. H., Wang Y. H., Yang W. Y.. The impact of e-service quality, customer satisfaction and loyalty on e-marketing: moderating effect of perceived value[J]. Total Quality Management & Business Excellence, 2009, 20(4): 423–443
Chen Ching-Fu. Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: Evidence from Taiwan[J]. Transportation Research Part A: Policy and Practice, 2008, 42(4): 709-717
Chen Q., Rodgers S., He Y.. A critical review of the e-satisfaction literature[J]. American Behavioral Scientist, 2008, 52(1): 38–59
Chia-Hui Yen, Hsi-Peng Lu. Effects of e-service quality on loyalty intention : an empirical study in online auction[J]. Managing Service Quality, 2008, 18(2): 127-146
David Martin-Consuegra, Arturo Molina, Agueda Esteban. An integrated model of price, satisfaction and loyalty: an empirical analysis in the service sector[J]. Journal of Produce & Brand Management, 2007, 16(7): 459-468
Dick A.S., Basu K.. Customer loyalty: Toward an intergrated conceptual framework[J]. Journal of the Academy of Marketing Science, 1994, 22(2): 99-113
Doney P.M., Cannon J.P.. An examination of the nature of trust in buyer–seller relationships[J]. Journal of Marketing, 1997, 61: 35–51
Flavian C., Guinaliu M., Gurrea R.. The role played by perceived usability, satisfaction and consumer trust on website loyalty[J]. Information & Management, 2006, 43: 1–14
Grover R, Srinivasan V. Evaluating the multiple effects of retail promotions on brand loyalty and brand switching segments[J]. Journal of Marketing Research, 1992, 29(1): 76-89
Guiltnan J. P.. ‘A classification of switching costs with implications for relationship marketing’, in Childers, T. L. and Bagozzi, R. P. (eds) ‘Winter Educators’ Conference: Marketing theory and practice’, American Marketing Association, Chicago, IL, 1989: 216–220
Gummerus J., Liljander V., Pura M., van Riel A.. Customer loyalty to content-based web sites: the case of an online health-care service[J]. Journal of Services Marketing, 2004, 18(3): 175–186
Ilias Santouridis, Panagiotis Trivellas. Investigating the impact of service quality and customer satisfaction on customer loyalty in mobile telephony in Greece[J]. The TQM Journal, 2010, 22(3): 330-343
Ilyoo B. Hong, Hwihyung Cho. The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketingplaces: Intermediary trust vs. seller trust[J]. International Journal of Information Management, 2011, 31: 469-479
Jan B. Heide, Allen M. Weiss. Vendor Consideration and switching Behavior for Buyers in High-Technology Markets[J]. Journal of Marketing, 1995, 59(3): 30-43
Jones Michael A., David L. Mothersbaugh, Sharon E. Beatty. Why Customer Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing Their Differential Strategic Outcomes[J]. Journal of Business Research, 2002, 55: 441-450
Jones T.O., Sasser W.E.. (1995) ‘Why satisfied customers defect’[J]. Harvard Business Review, 1995,73(1): 88–99
Klemperer. 1987, op. cit
Kotler Philip. Marketing Management: Analysis, Planning, Implementation and Control[M]. New Jersey: Prentice-Hall Inc, 1991
L. Hosmer. Trust: the connecting link between organizational behavior and philosophical ethics[J]. Academy management Review, 1995, 20(2): 370–403
Lee S.M., Hwang T., Lee D.H.. Evolution of research areas, themes, and methods in electronic commerce[J]. Journal of Organizational Computing and Electronic Commerce, 2011, 21(3): 177–201
Luarn P., Lin H. H.. A customer loyalty model for e-service context[J]. Journal of Electronic Commerce Research, 2003, 4(4): 156–167
McKnight D.H., Choudhury V., Kacmar C.. Developing and validating trust measures for e-commerce: An integrative typology[J]. Information Systems Research, 2002, 13(3): 334–359
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