English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 71578/104447 (69%)
造訪人次 : 19171216      線上人數 : 620
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋
    請使用永久網址來引用或連結此文件: http://nccur.lib.nccu.edu.tw/handle/140.119/112143


    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: 2017-08-28 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
    Oliver Richard L.. Satisfaction: a behavioral perspective on the consumer (2nd edition)[M]. Armonk: ME Sharpe, 2010
    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
    Ping, R. A. Jr.. The effects of satisfaction and structural constraints on retailing exiting, voice, loyalty opportunism and neglect[J]. Journal of Retailing, 1993, 69(3): 320–352.
    Ping, R. A. Jr.. Voice in business to business relationships: Cost of exit and demographic antecedents[J]. Journal of Retailing, 1997, 73(2): 261–281
    Pingjun Jiang, Bert Rosenbloom. Customer intention to return online: price perception, attributr-level performance, and satisfaction unfolding over time[J]. European Journal of Marketing, 2005, 39(1/2): 150-174
    Porte, Michael. Competitive Strategy: Techniques for Analyzing Industries and Competitors[M]. New York: The Free Press, 1980: 59-88
    Reicheld F.F.. Learning from customer defections[J]. Harvard Business Review, 1996, March–April: 56– 69
    Reichheld F.F., Schefter P.. E-loyalty: your secret weapon on the web[J]. Harvard Business Review, 2000, 78(4): 105–113
    Rolph E. Anderson, Srini S. Srinivasan. E-Satisfaction and E-Loyalty: A Contingency Framework[J]. Psychology & Marketing, 2003, 20(2): 123-138
    Rust R., Zeithaml V., Lemon K.. Driving customer equity. Boston, MA: Free Press, 2000
    Singh J., D. Sirdeshmukh. Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments[J]. Journal of the Academy of Marketing Science, 2000, 28(1): 150-167
    Taylor D. G., Strutton D.. Has e-marketing come of age? Modeling historical influences on post-adoption era internet consumer behaviors[J]. Journal of Business Research, 2010, 63(9–10): 950–956
    Venkatesh Shankar, Amy K. Smith, Arvind Rangaswamy. Customer satisfaction and loyalty in online and offline environments[J]. International Journal of Research in Marketing, 2003, 20: 153-175
    Wan-Ping Pi, Hsieh-Hong Huang. Effects of promotion on relationship quality and customer loyalty in the airline industry: The relationship marketing approach[J]. African Journal of Business Management, 2011, 5(11): 4403-4414
    Zeithaml V.A., Berry L.L., Parasuraman A.. The behavioral consequences of service quality[J]. Journal of Marketing, 1996, 60(2): 31–46
    Zeithaml V.A., L.L. Berry, A. Parasuraman. Communication and Control Process in the Delivery of Service Quality[J]. Journal of Marketing, 1988, 52: 35-48
    Zeithaml V.A., Parasuraman A., Malhotra A.. Service quality delivery through web sites: a critical review of extant knowledge[J]. Journal of the Academy of Marketing Science, 2002, 30(4): 362–375
    Zhilin Yang, Robin T. Peterson. Customer Perceived Value, Satisfaction and Loyalty: The Role of Switching Costs[J]. Psychology & Marketing, 2001, 21(10): 799-822
    王月興. 顧客忠誠的驅動因素及其作用[J]. 山東大學學報,2002,4: 58-62
    金立印. 服務轉換成本對顧客忠誠的影響——滿意度與替代者吸引力的調節效應[J]. 管理學報,2008, 5(6): 912-920
    嚴浩仁. 顧客忠誠的影響作用及其作用機制[D]. 浙江:浙江大學,2004:80-82
    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
    顯示於類別:[國際經營與貿易學系 ] 學位論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    105201.pdf1381KbAdobe PDF0檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋