| Summary: | 碩士 === 國立高雄應用科技大學 === 工業工程與管理系碩士班 === 103 === In recent years, the low cost carriers which provide Taiwan routes is remarkable increasing. With the changing of Consumptive habit, traditional airlines is no longer the only choice. More and more people choose to take or consider low cost carriers. Thus, how to stand out to become the first choice of customers among numerous low cost carriers is an important issue. This study investigates customer perceived value, customer satisfaction, and loyalty of low cost carriers based on the users’ feedback on the price, equipment and service.
In this study, 331 questionnaires were collected from customers who have been taken low cost carriers. The research methods include descriptive statistics, reliability analysis, validity analysis, Pearson correlation, independent sample t test, ANOVA analysis, simple regression analysis, multiple regression analysis.
The results showed that: 1. The demographic attributes of customers show some significant differences among perceived value, satisfaction, and loyalty. 2. The perceived value will positively affect satisfaction. 3. The perceived value will positively affect loyalty. 4. Satisfaction will positively affect loyalty.
The recommendations of this study include: 1. Do different marketing or promotion for different groups, let people try to take the cost carriers, to change their consumption behavior. 2. Low cost carriers should be improve on the space or consider creating different low cost carriers levels. 3. Strengthen the comfort and quality of the seat. 4. Increase untapped short waypoint.
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