大陸地區電子商務時代的到來讓機票購買變得在線化，推動了機票在線平台的集體成長。為了應對競爭，大陸地區的多家機票在線平台都通過各種方式去提高其顧客忠誠。本研究以大陸地區機票在線平台為行業背景，旨在探究顧客滿意、服務品質、轉換成本、促銷這4個因素對顧客忠誠的影響作用以及顧客信任對顧客忠誠的調節作用。為了研究顧客忠誠的影響因素和調節因素，本文採用了問卷調查法，對大陸地區機票在線平台的顧客進行調研。通過網路問卷的發放，筆者收集了156個樣本。研究發現，顧客滿意、服務品質、轉換成本、促銷都分別對機票在線平台顧客忠誠有顯著的積極影響。此外，顧客信任作為調節因素加強了顧客滿意對顧客忠誠的影響、服務品質對顧客忠誠的影響、轉換成本對顧客忠誠的影響，但在促銷對顧客忠誠的影響中並未存在調節效應。基於研究之發現，本文對機票在線平台的經營提出了一些建議，希望能夠為提高平台的顧客忠誠提供參考。 / The arrival of the e-commerce era in mainland China has made the purchase of air ticket become online and has promoted the collective growth of the online ticket platforms. In order to meet the competition, many online air ticket platforms try to improve their customer loyalty through a variety of ways. Taking the online air ticket platforms in mainland China as the industry background, this study aims to explore the effect of customer satisfaction, service quality, switching costs and promotion on customer loyalty, as well as the moderating effect of customer trust on customer loyalty. To study the influencing factors and moderating factor of customer loyalty, a questionnaire survey was conducted for the customers of mainland China online ticket platforms. Through the issue of the questionnaire online, the author collected 156 samples. The study found that customer satisfaction, service quality, switching costs and promotion all have a significant positive impact respectively on customer loyalty of online ticket platform. In addition, customer trust, as a moderator, strengthens the impact of customer satisfaction on customer loyalty，the impact of service quality on customer loyalty and the impact of switching costs on customer loyalty, but there is no moderating effect in the impact of promotion on customer loyalty. Based on the findings of this study, the paper puts forward some suggestions on the operation of the online ticket platforms, hoping to provide reference for improving the customer loyalty of the platforms.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0104351052 |
| Creators | 曾彥華, Zeng, Yan Hua |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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