| Summary: | 碩士 === 明新科技大學 === 管理研究所碩士班 === 104 === The main purpose of this study is to investigate the relationship between dimensions of airline service quality using SERVQUAL model and dimensions of experiential marketing using SEMs (strategic experiential modules) with an emphasis on evaluating the repurchase intention. This study also attempts to compare the differences between Vietnam passengers and Taiwan passengers in evaluating airline service quality and experiential marketing. Reliability, tangibility, assurance, empathy, and responsiveness are the five key dimensions of service quality. Besides, experiential marketing includes sense, feel, think, act and relate. A primary survey was conducted during the period from 15th of September, 2015 to the 25th of September, 2015. The findings of this study are based on the analysis of a sample of 445 respondents. We conducted validity and reliability test of the items of construct by Statistical Package for the Social Science (SPSS) version 20.0. Hypotheses testing are needed to obtain the objective of this research by using the regression analysis. The result indicates that the factor of responsiveness and empathy of service quality have a significant positive influence on repurchase intention. It also reveals that three dimensions of experiential marketing including sense, act, feel have a positive effect on repurchase intention. Moreover, the results present the differences in service quality and experiential marketing between Taiwan and Vietnam passengers.These findings are important to airline companies to have a better understanding of aspects of service quality and experiential marketing.
|
|---|
