| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 99 === With the increase of the number of foreign tourists in Taiwan and the growing competitiveness in air transportation market, it becomes more and more difficult for a company to keep its market share and to raise it. Researches indicate that customers nowadays request not only the perfection of core services but also relational benefits from air transportation providers. Air transportation companies hope to satisfy their customers by providing relational benefits to them and meanwhile keep their customers in this relation. On the other hand, air transportation companies also expect customer loyalty strengthened by the switching barrier that is increased by their provision of relational benefits to their customers. However, when customers are not satisfied with services that air transportation companies provide, they would choose to stay in their relation with their service provider because of the switching barrier. This research adopts structural equational model and regression analysis to prove theoretical model, and take customers who have the experiences of air traveling as subjects. The result reveals that confident benefits and social benefits have positive effects on customer satisfaction, but special treatment benefits’ effects on customer satisfaction is not significant. Switching barriers, and that customer satisfaction and switching barriers strengthen customer loyalty. Moreover, switching barriers has moderating effect between customer satisfaction and loyalty. In the future, when air transportation companies plan to enhance customer loyalty, this study may serve as a strategic reference to help air transportation companies retain their customers, or even attract new customers by their recognized reputation to raise their revenue.
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