The Comparisons ofthe Shopping Satisfaction and the Retailing Stores between Two International Airports

• Main Authors: Chan-Ting Kuo, 郭展廷
• Other Authors: Shiaw-Wuu Perng
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/51697544656056231524

碩士 === 開南大學 === 空運管理學系 === 98 === The goal of the study is to investigate the Taiwanese passenger’s shopping satisfaction based on the Ractive-Extrinsic values and the variety of products offered by the terminal retail stores at both TTIA and HKIA. About 370 valid questionnaires in total have been collected on the Taoyuan terminal check-in and check-out areas to investigate whether the categories of products and services offered would fulfill the shopping requirements and satisfaction of Taiwanese passengers at the two international airports. The degree of satisfaction to the product categories is evaluated with five perceived R-E values and an overall satisfaction index. These perceived values are variety, quality, price, counter service, and shopping security. Logistic regression model is conducted to realize how the individual perceived value affects the overall satisfaction for each product category. The priority sequence of satisfactions on the retail product categories is established by the linear-space-based grey relation analysis (GRA). The ranking’s result of the importance of products in TTIA from biggest to smallest is parity, souvenir, brand and entertainment products; for the rankings of importance of R-E values from biggest to smallest in TTIA and HKIA are product price, product, quality, safety and credit, customer service, product selection.With the synergistic effect of the logistic model and GRA, the difference/harmony of this calculated sequence by GRA and the overall satisfaction is discussed. GRA analysis shows that the tourists are more satisfied with brands and souvenirs in both airports, but most unsatisfied with eatable products in TTIA and much unsatisfied with parity and entertainment in HKIA. From logistic regression, “price” is the most effective extrinsic value to dominate the total-satisfaction evaluation at TTIA and both “price” and “safety and credit” are the most effective values at HKIA.