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自我介紹

自我介紹. 陳聿汶 高雄 求學經歷 成功大學 交管系畢 交大運管 碩士班 王晉元教授 LAB 興趣 打棒壘球、看棒球. CUSTOMER LOYALTY IN THE AIRLINE INDUSTRY. Moonkyu Lee and Lawrence F. Cunningham Transportation Quarterly Vol.50 No.2 Spring 1996 P.57-72. 報告人：陳聿汶 指導老師：任維廉 教授. Outline. Introduction The Service Loyalty Framework

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自我介紹

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  1. 自我介紹 • 陳聿汶 • 高雄 • 求學經歷 • 成功大學 交管系畢 • 交大運管 碩士班 • 王晉元教授 LAB • 興趣 • 打棒壘球、看棒球

  2. CUSTOMER LOYALTY IN THE AIRLINE INDUSTRY Moonkyu Lee and Lawrence F. Cunningham Transportation Quarterly Vol.50 No.2 Spring 1996 P.57-72 報告人：陳聿汶 指導老師：任維廉 教授

  3. Outline • Introduction • The Service Loyalty Framework • The Airline Industry Environment • Different Viewpoints and Perspectives of Customer Loyalty • Conclusions and Discussions

  4. Introduction • The airline industry was deregulated in 1978 • One strategy suggested for the survival and growth of service firms is to develop and maintain customer loyalty, or a long term relationship with their customers. • 41% cited a decline in the airline service quality, and 22% said they would change the airlines they patronized.

  5. The Service Loyalty Framework • Service Quality • Economic Cost • Transaction Cost • Switching Cost

  6. The Service Loyalty Framework

  7. The Airline Industry Environment • After deregulation in 1978 • Allow to set prices • Enter and exit the industry upon meeting insurance and safety requirement • Price cutting strategies • Lack of marketing sophistication • The recession of 1980 • Service quality continued to deteriorate in the late 1980’s

  8. The Econimist Approach • Jordan(1970) and Douglas and Miller(1974) • Flight frequency • Load factors • Transit time • Type of aircraft

  9. The Government Response to Airline Service Quality • Air Travel Consumer Report(1987-present) • On-time performance • Mishandle baggage • Overbooking • Consumer complaints • Weakness • Airline self-report bias • Only catch some passenger’s complaints

  10. The Consumer Researcher Perspective • Parasuraman, Berry, and Zeithaml(1987-present) • SERVQUAL • Tangibles, reliability, responsiveness, assurance, and empathy • Quantitative method • Weakness • More generic rather than industry-specific • Bitner, et al(1990) • CIT（critical incident technique） • Qualitative method • Response to “special needs” • Weakness • Data are hard to analyze • Categorizations are subjected to researchers’ bias

  11. The Industry Specialist • Kearney(1986) • Accessibility of delayed flight information • Airline’s response to delayed flights • air fare, seat comfort , availability of pre-assigned seats and non-stop flights • Gourdin and Kloppenborg(1991) • Convenient departure/arrival time • Boarding security checks • Prompt flight information

  12. The Industry Specialist • Airline Quality Rating • 19 factors • Such as：on-time performance, number of accident, flight problem, delayed boarding, mishandled baggage, and etc. • Morash and Ozment(1994) • Airline core service flows • Airline peripheral service flows • Airline communication flows • Airline capacity utilization • Weakness • Factor is through experts opinion

  13. The Consulting Company Approach • Zagat(1993) • Comfort, service, reliability/timeliness, food quality, and cost • J. D. Power and Associates(1993) • Preflight factors • Inflight factors • Postflight factors • Weakness • Lack of cost factor • Same as the Industry Specialist approach

  14. Conclusions • The cost factor should be incorporated into the model. • Airline service quality is a multifaceted phenomenon (Gourdin emphasize partnership) • Future’s literature should be based on a theoretical rather than judgmental basis. • Overlook potential determinant factor, anticipation of future service condition.

  15. Discussion • 未來若從事這方面的研究除了要將成本因素納入考 量，亦必須做動態的追蹤檢視，畢竟當期的服務將 會影響消費者對下一期服務的預期，直到形成顧客 忠誠度。

  16. Thanks for Listening~

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