【摘要】：在強調(diào)服務(wù)理念的今日,更好地提升服務(wù)質(zhì)量成為了我國民航界的一個要求。在此環(huán)境下,本文期望通過實證研究的方法來探索在品牌權(quán)益視角下,我國民航業(yè)旅客感知服務(wù)質(zhì)量與品牌忠誠間的相關(guān)性研究。 通過將品牌權(quán)益的組成結(jié)構(gòu)作為本研究的研究架構(gòu),并結(jié)合前人研究所得出的影響民航服務(wù)質(zhì)量的因素。將研究模型分別構(gòu)建為：品牌認(rèn)知構(gòu)面、品牌聯(lián)想構(gòu)面、其他專有資產(chǎn)構(gòu)面、感知質(zhì)量構(gòu)面、品牌忠誠構(gòu)面等5個構(gòu)面。 并透過該模型探討品牌認(rèn)知構(gòu)面、品牌聯(lián)想構(gòu)面、其他專有資產(chǎn)構(gòu)面對服務(wù)質(zhì)量感知的相關(guān)關(guān)系；其后探討感知質(zhì)量構(gòu)面與品牌忠誠構(gòu)面的相關(guān)關(guān)系；最后探討,其他專有資產(chǎn)、品牌聯(lián)想、品牌認(rèn)知構(gòu)面對品牌忠誠的間接相關(guān)關(guān)系。 通過對旅客進行問卷調(diào)查,并運用SPSS18以及AMOS17等分析軟件。對問卷數(shù)據(jù)進行均值分析、ANOVA分析、結(jié)構(gòu)方程模型分析等多個分析后,得到了以下結(jié)論： 1.品牌認(rèn)知對感知質(zhì)量具有正向相關(guān)性； 2.品牌聯(lián)想與感知質(zhì)量具有正向相關(guān)性； 3.其他專有資產(chǎn)對感知質(zhì)量具有正向相關(guān)性； 4.感知質(zhì)量與品牌忠誠具有正向相關(guān)性； 5.其他專有資產(chǎn)、品牌認(rèn)知、品牌聯(lián)想對品牌忠誠具有間接正向相關(guān)性。 在本文的最后,基于研究資料對我國民航業(yè)提出了一些營銷及服務(wù)改進建議,并提出了研究的局限性及后續(xù)研究方向。
[Abstract]:In the service concept of today, better service quality has become a requirement of the civil aviation industry. In this environment, this paper hopes to explore the correlation between passenger perceived service quality and brand loyalty in the perspective of brand equity through empirical research. By taking the composition structure of brand equity as the research framework and combining with the factors of influencing civil aviation service quality obtained by predecessors. The research models are divided into five facets: brand cognitive facets, brand associative facets, other proprietary asset facets, perceived quality facets, and brand loyalty facets. Through this model, we discuss the relationship among brand cognition, brand association and other proprietary assets facing the perception of service quality, and then explore the relationship between perceived quality and brand loyalty. Finally, the indirect relationship between other proprietary assets, brand association, brand cognition and brand loyalty is discussed. Through the passenger questionnaire, and using SPSS18 and AMOS17 and other analysis software. After analyzing the average value of the questionnaire data, ANOVA analysis, structural equation model analysis and other analysis, the following conclusions are obtained: 1. Brand cognition has positive correlation to perceived quality; 2. Brand association and perceived quality have positive correlation; 3. Other proprietary assets have positive correlation to perceived quality; 4. Perceived quality has positive correlation with brand loyalty. Other proprietary assets, brand cognition and brand association have indirect positive correlation to brand loyalty. At the end of this paper, based on the research data, some suggestions on the improvement of marketing and service are put forward, and the limitations of the research and the direction of further research are also put forward.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F562.6;F224

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本文編號：2379059