The Study of Brand Image, Perceived Value, & Perceived Risk on the Customer Loyalty of Low Cost Airlines

• Main Authors: Cheng-Hao Chiang, 江承澔
• Other Authors: 何怡芳
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/v82a4w

碩士 === 淡江大學 === 國際企業學系碩士班 === 104 === In the area of rapid transportation, airline company is the first option customer choose to travel and work between continent. From the first low cost airline company Southwest Airlines has been established, traditional airline companies are no longer dominant. Low cost airlines companies have gradually become a trend. There are many low cost airlines companies in the Taiwan’s Aviation market. In the recent years, the number take low cost airlines has increased. This study discusses the feelings of the relevant user of Taiwan low cost aviation market. This study is aimed to investigate who have or have not taken the low cost airlines about brand image will have any influence on perceived value, perceived risk and customer loyalty to low cost airlines company. In this study, a random sample was taken by web questionnaire, and used SPSS version 22 statistical analysis software as a data analysis tool. Through regression Analysis to test the hypothesis, that are following conclusions: First, the low cost airline market in Taiwan, the brand image of low cost airlines companies exist significantly effect on the customer perceived value, perceived risk and loyalty. Second, the low cost airline market in Taiwan, the customer perceived value and perceived risk exist significantly effect on the customer loyalty. Third, the customer perceived value and perceived risk have mediation effect on the brand image to customer loyalty.