| Summary: | 碩士 === 銘傳大學 === 觀光事業學系碩士在職專班 === 105 === Aviation field is a highly competitive market nowadays, its profit could be always affected by various uncertain factors, such as airfuel price, aircraft replacement, cabin facilities renewal, etc. According to the previous literatures, communication competence of flight attendant is playing a leading role in passenger interacing on board. Therefore airline operators shall be thinking about a firm training in the communication skills of services and how to use that well, in order to build the interactional quality up, so much so that it may enhance the repurchase willingness of consumers or even establish their loyalty, consequently will be a great benefit to the company. This study investigates whether communication competence affects interactional quality and behavior intention of passengers on board. This research also identifies the mediating effects of interactional quality on communication competence and behavior intention. A total of 530 valid questionnaires were collected from the consumers whose had taken international flight of China Airlines or Eva Airways during July of 2016 to January of 2017 in Taiwan. The results revealed that communication competence (language ability, assertiveness, approachability, attentiveness, touch) positively and significantly influences interactional quality (attitude, behavior, professional knowledge) and behavior intention(word on mouth, repurchase willingness), and that interactional quality (attitude, professional knowledge) positively and significantly influences behavior intention (word on mouth, repurchase willingness). Also, when the control variables of attitude and professional knowledge (interactional quality) were added, communication competence (assertiveness, attentiveness, touch) did positively influence behavior intention (word on mouth, repurchase willingness), thus interactional quality partial mediates the relationship between communication competence and behavior intention. Finally, this study provides a discussion on practical implications for airline operators and suggestions for future research.
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