Service or Brand? An investigation of Customer Purchase Behavior for Low Cost Carrier – Application of the Attachment Theory

• Main Authors: Hsiao, Hsiang-Hsuan, 蕭湘軒
• Other Authors: Chen, Kaung-Hwa
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/92978862155247515287

碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理研究所 === 105 === Over the past decade, the overall market share of low-cost carriers (LCCs) around the world has risen from 17.5% (in 2007) to 25.5% (in 2017). There are totally sixteen LCCs running their business in this competitive Taiwan market, served destinations include countries all over Northeast and Southeast Asia. Showing that the market of passenger transportation is no longer monopolized by Full Service Airlines, LCCs is now becoming more and more popular in passengers. The study quoted the two-factor model of brand attachment and customer behavioral intention proposed by Park et al. (2010), and the eight-item customer attachment style scale proposed by Mende et al. (2011), aim to investigate how Tigerair Taiwan, the only Taiwan-based LCC, affect passengers’ purchase behavior. And to explore brand attachment resulted from the extension of its parent company, or service attachment resulted from its professional service, which has a greater effect on customers’ behavioral intention. The study is based on quantitative analysis. Questionnaires were sent out in Kaohsiung International Airport to passengers who had taken Tigerair Taiwan. There are 400 effective questionnaires in total; the usable rates are 97.79%. The result shows that customer attachment avoidance has a greater effect on behavioral intentions than brand-self connection and brand prominence; however, customer attachment anxiety has no effect on behavioral intentions. At the end, this study suggests other possible influencing factors could be brought into the research to explore that is there any difference or influence to variables and outcomes.