發(fā)布時(shí)間：2018-12-14 17:53

【摘要】：在強(qiáng)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(guó)民航界的一個(gè)要求。在此環(huán)境下,本文期望通過(guò)實(shí)證研究的方法來(lái)探索在品牌權(quán)益視角下,我國(guó)民航業(yè)旅客感知服務(wù)質(zhì)量與品牌忠誠(chéng)間的相關(guān)性研究。 通過(guò)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(zhuān)有資產(chǎn)構(gòu)面、感知質(zhì)量構(gòu)面、品牌忠誠(chéng)構(gòu)面等5個(gè)構(gòu)面。 并透過(guò)該模型探討品牌認(rèn)知構(gòu)面、品牌聯(lián)想構(gòu)面、其他專(zhuān)有資產(chǎn)構(gòu)面對(duì)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(chéng)構(gòu)面的相關(guān)關(guān)系；最后探討,其他專(zhuān)有資產(chǎn)、品牌聯(lián)想、品牌認(rèn)知構(gòu)面對(duì)品牌忠誠(chéng)的間接相關(guān)關(guān)系。 通過(guò)對(duì)旅客進(jìn)行問(wèn)卷調(diào)查,并運(yùn)用SPSS18以及AMOS17等分析軟件。對(duì)問(wèn)卷數(shù)據(jù)進(jìn)行均值分析、ANOVA分析、結(jié)構(gòu)方程模型分析等多個(gè)分析后,得到了以下結(jié)論： 1.品牌認(rèn)知對(duì)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(zhuān)有資產(chǎn)對(duì)感知質(zhì)量具有正向相關(guān)性； 4.感知質(zhì)量與品牌忠誠(chéng)具有正向相關(guān)性； 5.其他專(zhuān)有資產(chǎn)、品牌認(rèn)知、品牌聯(lián)想對(duì)品牌忠誠(chéng)具有間接正向相關(guān)性。 在本文的最后,基于研究資料對(duì)我國(guó)民航業(yè)提出了一些營(yíng)銷(xiāo)及服務(wù)改進(jìn)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(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F562.6;F224

【參考文獻(xiàn)】

相關(guān)期刊論文 前4條

1 魚(yú)文英;李京勛;;航空服務(wù)質(zhì)量概念模型與實(shí)證分析[J];北京航空航天大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2011年03期

2 謝云雙;航班延誤補(bǔ)償?shù)慕?jīng)濟(jì)效益分析[J];中國(guó)民用航空;2004年08期

3 毛曼;朱金福;;航空公司顧客滿(mǎn)意度測(cè)評(píng)模型及實(shí)證研究[J];交通運(yùn)輸系統(tǒng)工程與信息;2010年05期

4 金立印;;服務(wù)供應(yīng)鏈管理、顧客滿(mǎn)意與企業(yè)績(jī)效[J];中國(guó)管理科學(xué);2006年02期

相關(guān)碩士學(xué)位論文 前1條

1 隋明;航空公司競(jìng)爭(zhēng)力理論與評(píng)價(jià)方法研究[D];首都經(jīng)濟(jì)貿(mào)易大學(xué);2006年

，

本文編號(hào)：2379059