| Summary: | 碩士 === 淡江大學 === 運輸管理學系碩士班 === 101 === Since the cross-strait direct flights have been opened up on 2008, the number of the cross-strait direct flights’ customer increasing continuously, the cross-strait direct flights’ revenues also accounted for the proportion of each airline has grown. Therefore, If we can understand the impact of cross-strait direct air passengers'' satisfaction preferences will help in response to market competition, and thus consolidate its market share, and develop marketing strategies to meet with the market demand, to increase occupancy rates and increased aviation Company''s profit. In this study, statistical analysis was used for inducting what important factors are cross-strait direct travelers care in choosing airlines; using Partial Least Square(PLS) explore satisfaction and repurchase intention of relevance, then using Classic Rough set Theory(CRSA) and Dominance-based Rough Set Approach(DRSA) to identify the satisfaction factors set of different groups for airline passengers.
Statistical analysis showed that "safety record" is the most important factors for travelers, followed by "reasonable fares" and "on-time rate." In addition, most passengers do not pay attention to the factors "airline nationality." this fact indicates passengers have no specific preferences for the nationality of airline. PLS analysis showed that there is also a positive correlation between passengers’ satisfaction and their repurchase intention. CRSA analysis showed that passengers dissatisfied on “onboard comfort”, followed by the "fare", "employees can indeed provide the necessary services" and "on-time rate." DRSA analysis shows that male passenger care about "onboard comfort" and "on-time rate," passengers who taking Taiwan’s flights concern about "onboard comfort", "the airline''s corporate image" and "safety record."
The above analysis results indicate that the impact on overall satisfaction passengers not only one of the factor could affect passenger’s satisfaction, but also a set of the factors, the airline should improve onboard comfort , followed by the flight fare, staff and indeed the timely provision of services and on-time rate. Then, for male customers, should improve the comfort of the flights, and improve Taiwan’s corporate image and safety record, in order to improve passenger repurchase intention, and thus enhance the rate of increase in airline revenues.
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