航空安全認知對台灣國際航空公司形象與忠誠度的影響分析

Abstract

由於經濟及所得的成長，使得航空運輸服務成為現代一種被普遍使用的公共運輸服務。本研究內容在於利用問卷的方式探討良好形象是否對消費者忠誠度有正面影響。本研究主要考慮「安全感受」、「服務品質」及「價格」等三項因素如何影響航空公司的形象，進而檢視航空公司的形象是否影響消費者的忠誠度。本研究目的即在檢驗航空公司形象是否會直接影響航空公司忠誠度，以及價格因素在這些影響過程中所可能產生的效應。

本研究建立了兩個模型，模型1主要假設「安全感知」與「服務品質」在影響形象與忠誠度時，「價格」分別為「安全感受」與「服務品質」影響航空公司形象之間的干擾變數；模型2則假設「價值格」在「安全感受」與「服務品質」影響航空公司形象之間，扮演中介變數的角色，進而使航空公司形象影響旅客忠誠度。

本研究所蒐集的樣本範圍主要為桃園國際機場第一與第二航廈的台灣國籍旅客。問卷調查主要由訪员說明研究的目的及問題，再由受訪者自行填入相關資料及回答。本研究共蒐集了267份有效樣本。在研究方法上，本研究利用SPSS與SEM相關統計軟體，分析各因素之間的信度，並檢驗安全感受、服務品質、價格、形象，以及忠誠度等相關變數問項的信度及效度。為了檢視前述兩個模式的有效性，本研究進一步採用結構方程模型方法，以進行兩個模型相關假設之驗證。

實証訮究結果顯示，由模型1可知，旅客的安全感受與服務品質會直接影響其對航空公司的忠誠度，此時航空公司形象並不會顯著影響旅客的忠誠度；而價格也不會干擾前兩項因素對航空公司形象的影響。由模型2可知，安全感受與服務品質可透過航空公司形象，顯著影響旅客的忠誠度；而前兩項因素對航空公司形象影響中，價格不會是中介因素。綜合而言，航空公司形象雖會影響旅客忠誠度，但不如安全感受與服務品質直接對忠誠度的影響性顯著；至於價格因素在航空公司形象的相關影響中，不會產生干擾與中介效果。品質直接對忠誠度的影響性顯著；至於價格因素在航空公司形象的相關影響中，不會產生干擾與中介效果。 Aviation is a type of public transportation service that is common in modern times due to economic growth and increasing incomes. The contents of this study are based on a passenger survey to explore whether favorable images have a positive impact on customer loyalty. The study mainly considers three factors—the perception of safety, quality of service, and price— to examine how they affect the image of the airline, and how the airline’s image affects customer loyalty. The study aims to examine whether airline imagery directly affects airline loyalty and the possible effects of price factors in these impact processes. This study establishes two models. Model 1 mainly assumes that security perception and service quality affect image and loyalty, and price is the interference factor, while perceived safety and service quality affect the airline’s image. Model 2 assumes that price plays the role of intermediary variable while perceived safety and service quality affect the airline’s image, and that image then affects passengers’ loyalty to the airline. The 267 samples for this study were collected from departing Taiwanese passengers at Taoyuan Airport Terminals 1 and 2. An interviewer explained the purpose and questions in the questionnaire survey, then the respondents entered the associated data and answers by themselves. In methods of the study, the SPSS and SEM statistics programs were used to analyze the reliability and validity of questions of each variable, including perceived safety, price, service quality, image, and loyalty. Furthermore, the study adapted the method of the structure equitation model to test the associated hypotheses of the two models. According to the empirical study results, it can be observed in Model 1 that the passengers’ perceived safety and service quality directly affects their loyalty to the airline. At this time, the airline’s image does not significantly affect passengers’ loyalty. The price does not interfere with the impacts of the previous two factors on the image of the airline. In Model 2, perceived safety and service quality can be observed as significantly affecting passenger loyalty through the image of the airline. While the previous two factors affect the airline’s image, the price is not an intermediary factor. In general, although the airline image affects passenger loyalty, it is not as significant as the perceived safety and service quality, which directly affect loyalty. Regarding the price factor, it cannot possess the interference and intermediary effects in the relevant influences of the airline image.