廉價航空業者的顧客參與對顧客忠誠影響關係之研究——以關係品質和顧客價值創造為中介變數

Abstract

近年來，隨著廉價航空乘客數量的增加，對於廉價航空公司來說，了解如何形成客戶互動並預測社交媒體中的客戶忠誠變得非常重要。然而，關於這個主題的研究很少。本文的目的是為了研究廉價航空粉絲專頁顧客參與與顧客忠誠的關係，並探索廉價航空的社交媒體操作如何影響顧客忠誠、關係品質和客戶價值創造。本研究以台灣地區有加入廉航粉絲專頁的消費者為研究對象，採用便利抽樣搜集資料，共發出700份問卷，收回有效問卷245份，有效問卷回收率為35%。採用驗證性因素分析、結構方程式模型等方法進行分析，實證結果發現：廉價航空粉絲專頁的顧客參與對於關係品質和顧客價值創造有正向且顯著的影響。而研究也發現關係品質與顧客傾值創造對於顧客參與和顧客忠誠來說，扮演著中介作用，呼應了本次研究的假設，期許能夠為後續社交媒體行銷與航空業應用作出貢獻。Passengers on low-cost carriers (LCCs) have increased over the years. Understanding how to establish customer connections and anticipate customer loyalty through social media has become critical for LCCs. However, very little research has been done on this subject. The goal of this research is to look into the relationship between customer engagement and loyalty, but also how LCCs’ social media fans sites optimize relationship quality and create customer value. Customers in Taiwan who have joined the LCCs fans pages served as the research object in this study. Data for the thesis were gathered using convenience sampling. The web platform generated 700 surveys, with 245 valid surveys gathered. The effective percentage of questionnaire recovery was 35 per cent. Confirmatory factor analysis and structural equation modeling showed the following findings: customer engagement in LCC social media fans page has a strong and meaningful effect on relationship quality and customer value creation. Furthermore, relationship quality and customer value creation have aided in moderating customer engagement and customer loyalty. Further conclusions and implications are provided based on the findings.