| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 94 === Under several recent impacts (the 911 attack, SARS, the finish of the high speed rail way through islet), the local aviation business has been effected immensely. According to the experience of Japan and Europe, only 10%-20% of the passengers will choose airplane as their transportation tool within 500 km radiation. Within 300 km, this percentage will reduce down to 0. Thus, it is necessary for the present local aviation companies to consider how to deal with these fast changes. Especially when the marketing of the aviation has just begun to reduce, the infrastructure of the company is the first one to be re-evaluated. Riechheld and Sasser (1990) has pointed out the increase of the customer loyalty will reduce the cost and increase the venue. Therefore, it is a major issue for the aviation company that how to maintain the loyalty of the customers under this pressure of competition. Winer (2000) suggested that the long term relationships with the customers is built on their loyalty and recognition to the company. For the aviation businesses, it is very hard for customers to evaluate of the service. Thus, the identification is very important to reduce the consciousness risk. In this report, when we studied the impact of brand equity on the loyalty to the company, we have found that there are 2 methods which could increase the loyalty to the company. First is to increase the brand trust. Secondly, the consciousness risk will decrease by increase the brand equity. Thus, the loyalty to the company will be increased. Other than the safety, the customers require a company with high quality guarantee.
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