消費者對廉價航空公司轉換行為之研究
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2015
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本研究旨在探討轉換搭乘廉價航空公司的消費者在轉換行為間與滿意度之關係，以轉換搭乘廉價航空的消費者為研究對象，首先採用關鍵事件技術法，經由焦點團體座談，將關鍵事件因素與問項確立，接著進行問卷調查，獲得有效樣本447份，以描述性統計、獨立樣本t檢定、皮爾森積差相關分析與一般多元迴歸分析，進行資料處理與分析，研究發現如下：一、影響消費者轉換搭乘廉價航空的因素，主要為票價便宜、航班時間佳、訂票方式便捷、飛安可靠、飛航航點吸引人、服務採使用者付費以及其他24項關鍵事件因素。二、廉航消費者進行轉換行為歸因於多元事件同時影響。三、轉換搭乘廉航的消費者以女性居多，年齡21-30歲為主，未婚為多數，以渡假觀光為目的之消費者為最多，92%的消費者未來會再次選擇搭乘廉航。四、不同年齡在對廉價航空公司轉換行為間與滿意度呈現顯著差異。五、「地勤服務滿意度」、「空中服務滿意度」與「銷售方式」、「品牌服務」、「消費者因素」轉換行為間具有顯著的正向關係，而「銷售方式」、「品牌服務」則對於地勤與空中服務滿意度具有顯著的預測能力。基此，本研究建議廉航未來可繼續善用多元創新優勢，積極開發年輕族群，而大部分消費者對轉搭廉航所擁有的經驗感到滿意與肯定，願意再次搭乘廉航，亦可藉此優勢創造回客率。本研究結果希望能提供廉價航空與一般航空公司業者未來行銷策略擬定之參考，創造多贏之市場效益。
This study aims to explore the relationships among switching behaviors and satisfactions for consumers who switched to fly with low-cost carrier (LCC) . Starting from collecting critical factors to figure out what make consumers switch to LCC, this study was done with 447 valid questionnaires. Based on the descriptive statistical analysis, t-test, correlation analysis, and multiple linear regression analysis, the results were as follows: 1. The major factors that consumers switched to LCC are: Cheaper fare, better departure time, convenience of booking, flight safety, attractive destinations, add-on services by payment, and also other influences. 2. Due to complex switching factors happened, consumers would switch to fly with LCC.3. The majority of consumers were single female, age of 21-30. 92% of the consumers would be willing to choose LCC again in the future. 4. Differences exist among consumers’ demographics on switching behaviors and satisfactions. 5. Significant correlated relationships exist among switching behaviors and satisfactions. The sale strategy, brand equity and services of LCC were significant indicators for consumers’ satisfactions. According to results of this study, LCC are suggested to maintain and enhance their creative sales strategies, in order to increase consumer market, further becoming loyal customers.
This study aims to explore the relationships among switching behaviors and satisfactions for consumers who switched to fly with low-cost carrier (LCC) . Starting from collecting critical factors to figure out what make consumers switch to LCC, this study was done with 447 valid questionnaires. Based on the descriptive statistical analysis, t-test, correlation analysis, and multiple linear regression analysis, the results were as follows: 1. The major factors that consumers switched to LCC are: Cheaper fare, better departure time, convenience of booking, flight safety, attractive destinations, add-on services by payment, and also other influences. 2. Due to complex switching factors happened, consumers would switch to fly with LCC.3. The majority of consumers were single female, age of 21-30. 92% of the consumers would be willing to choose LCC again in the future. 4. Differences exist among consumers’ demographics on switching behaviors and satisfactions. 5. Significant correlated relationships exist among switching behaviors and satisfactions. The sale strategy, brand equity and services of LCC were significant indicators for consumers’ satisfactions. According to results of this study, LCC are suggested to maintain and enhance their creative sales strategies, in order to increase consumer market, further becoming loyal customers.
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Keywords
行銷管理策略, 消費者滿意, 轉換成本, marketing strategy, customer satisfaction, switching cost