 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 1

Moonkyu Lee and Lawrence F. Cunningham Transportation Quarterly Vol.50 No.2 Spring 1996 P 報告人：陳聿汶 指導老師：任維廉 教授 2

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

 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. 4

 Service Quality  Economic Cost  Transaction Cost  Switching Cost 5

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 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 7

 Jordan(1970) and Douglas and Miller(1974)  Flight frequency  Load factors  Transit time  Type of aircraft 8

 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 9

 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 10

 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 11

 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

 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 13

 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. 14

 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。 15

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