The Study of Expected Quality and Perceived Quality Impact Brand Attitude and Consumer Behavior Intention in Low-Cost Carrier Service

• Main Authors: Ho, Chun-Te, 何俊德
• Other Authors: Chen, Kai
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/fuas4q

碩士 === 龍華科技大學 === 企業管理系碩士班 === 105 === Purpose of this study was to understand the impact of Taiwan visitors when traveling on low-cost carriers in service quality and the quality of cognitive factors on brand attitude and behaviorintentions.In air transport the relevant literature, quality of service has been an important factor in the choice of airline,In this study, to take Taipei - Singapore low-cost carriers passengers as the main object,using convenience sampling method sampling, questionnaire distribution frommid-February to mid-March 2015, place the Taoyuan International Airport, a total of 990 questionnaires distributed, 960 questionnaires were recovered, the recovery rate was 96%.removing a facet not ask respondents to complete some of the items, the 24 invalid questionnaires, 936 valid questionnaires real, accounting for 97% of questionnaires,and data via SPSS exploratory research and SEM "Structural Equation Modeling" confirmatory study,In the multiple regression prediction model used in this study we found that the theoretical framework of the model assumptions and the same brand attitude biggest influence consumer behavior intention, and perception quality determines brand attitude, but in the Structural Equation Modeling (SEM) Model analysis showed no significant part of the study hypothesis,Only quality expectations affect cognition quality and brand attitudes influence consumer behavior intention significantly,discussion the reason may be the first time many passengers aboard, mostly low-cost carriers, traditional airlines psychological expectations and the gap is too big, and the service is mostly associated with traditional airlines different attributes, in addition, most foreign airlines Taoyuan International Airport Ground Services commissioned almost all ground handling companies, service may not be the same.The study concluded that several practical implications,for the future of low-cost carriers services policy, although it is low-cost carriers, airlines should improve service quality, the policy was revised to different route, instead of reimbursing obsessed with price competition, airlines should maintain good fly air safety, cheap low-cost airline is the most important feature and advantage, it is in the corporate image of the shape and maintain, would be an important factor in the Taiwan market acceptance of low-cost aviation.