The Study of Kano Two Dimensional Quality Model of Low Cost Carriers

• Main Authors: Lo, Hao-Wei, 羅浩瑋
• Other Authors: Wang, Jin-Yuan
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/06905173511530019312

碩士 === 國立交通大學 === 運輸與物流管理學系 === 104 === Up to now, there are 17 Low-Cost carriers running their business including two of them established in Taiwan, which are Taiwan Tigerair and V-air. The market shares of those operating routes in Taiwan have been raised from 1.08% to 7.27%.It is easy to observe that Low-Cost Carriers play a very important stage in Taiwan and affect greatly on the market shares of Full-Service Carriers (FSCs). The purpose of this study is finding out what kind of service the consumers will prefer and whether they satisfied with those services and willing to repurchase and recommend to others. This study will focus on consumers who have taken Taiwan Tigerair before. There are 3 parts in the questionnaire, which are the basic information of participants, service quality and consumer satisfaction, and the last one is consumer loyalty. Firstly, we determined the important control variables as gender, age, educational level, job position, and purpose of last trip. In the second part, service quality and consumer satisfaction, it includes 5 aspects. In the last part, it includes consumers’ repurchase intention and they would like to recommend or not. This study builds a new measurement which is applicable to Taiwan market based on SERVQUAL measurement and apply Kano two-dimensional model into the questionnaire. Through the surveys, we found that there are several services consumers feel unsatisfied, which are responsiveness of employees, charges of meal, charges of entertainment facilities, charges of seat selection, charges of changing, charges of package tour, and charges of in-flight duty-free items. And in the consumers loyalty part, most of passengers have high repurchase intention and also have high recommendation intention. In this study, we provided some suggestions to improve the consumers’ satisfaction. First one is considering the situation of economic cost, try to modify their menu of meal, entertainment facility list, package tour list, and their in-flight duty-free item list more often.