| Summary: | 碩士 === 世新大學 === 觀光學系 === 92 === Abstract
An increasing number of enterprises now try to create attractive power by building corporate image, in hope that the image can attract more consumers. The creation and improvement of corporate image require understanding of the image factors that appeal interesting to the consumers. The capability of enterprises to deliver the expected service or product would affect the trust and loyalty of consumers. Researches on the relationship between corporate and customer loyalty in the aviation industry are scant. In this vein, this study investigated consumers’ level of concern and discrepancy in recognition, as well as the relationship between the recognition of airline corporate image and customer loyalty.
This study first simplified the key factors of airline corporate images into fleet management, service reputation, marking, flight scheduling, and distinguishableness of the logo for examination of hypotheses. In the aspect of key factors for corporate image, the level of concern over service reputation and marketing varied to different genders. In terms of educational level, those with high school or vocational school education showed the highest expectation of various aspects of corporate image. Passengers flying on the Taipei-Kaohsiung flight expressed greater concern over marketing than those on other flights. In terms of recognition on the corporate image, those with high school or vocational education showed the greatest recognition on crew management, service reputation, and distinguishableness of the logo. Passengers who fly less than twice within the last six months showed the greatest recognition over service reputation. Passengers flying on the Taipei-Kaohsiung flight expressed greater recognition over flight scheduling than those on other flights.
The results showed that consumers’ recognition over corporate image was less than the concern over expectation, of which service reputation, fleet management, marketing, and flight scheduling varied significantly. Consumers’ recognition over corporate image has direct effect on the loyalty.
The recognition over corporate image may influence consumers’ consumption will and behaviors. Consumers’ rating of the image is depended on the capability of meeting customers’ demand. Therefore, businesses should established corporate image that corresponds with consumers’ expectation, and establish customer loyalty through resonance from the consumers.
Key Word：airline、corporate image、loyalty
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