| Summary: | 碩士 === 世新大學 === 觀光學研究所(含碩專班) === 96 === Abstract
In the present tough business environment, many airlines utilize strategic alliances to be in a better position in such competitive pressures. Code-sharing is one of the marketing tools widely used by international airlines to expand their network and reduce their operational costs. In particular, the adoption of code-sharing is believed to improve passenger service by providing convenient connection and increasing frequency on international routes, and thus increase the market share potentially. However, code-sharing bears the risk that some passengers are not informed about the airline that actually operates the flight they booked or passengers have to experience different level service quality provided by the partner carriers. Therefore this study is designed by measuring passengers’ perspective by evaluating the service satisfaction from the two alliance airlines, and assessing the retention intention to take the same code-sharing flights and carriers again.
This study utilized a survey method with 203 eligible responses. The results indicated that there are significant differences in satisfaction of code-sharing flights on ground service, flight attendants’ service, on-time performance, meals, cabin comfort and in-flight entertainment. However, passengers’ demographic characteristics have no significant differences on perceptions of code-sharing flights. Meanwhile, the retention of taking code sharing flights is affected by the perception and satisfaction of services. The research findings are useful for the future development of strategic alliances in the airline industry.
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