亞太交通營運中心發展計畫海運空運及電信中心

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1、EvaluatingthePerceivedValueofServiceDeliveredbyTaiwaneseAirlinesintheDomesticMarketJin-RuYenDawnaL.RhoadesGer-YuanHsuThe12thInternationalConferenceonISO9000&TQMApril9-11,200712-ICIT:06-041contentsMotivation,researchscope,andobjectivesMethodologyEmpiricalstudyConclusion2EvolutioninMar

2、ketingConceptsPhasesFocusProductqualityProvideproductswithpredefinedqualities(definedbymanufactures)SalestechniqueApplysalespromotiontoincreaserevenuesinshortrunCustomersatisfactionProvideproductsandserviceswithhighcustomersatisfactionPerceivedqualityandcustomervalueProvideproductswi

3、thhighercustomervaluesthancompetitorsCustomervaluemanagementRelateCVMtoprofitsMotivation3PZB(Parasuramsan,Zeithaml,Beery)modelhasbeenappliedinalotofresearchrelatingtoservicequality.Littleresearchincludestheconceptof‘value.’Littleresearchmeasurescustomers’perceptionstowardboththeorgan

4、izationofinterestanditscompetitors.WorksintheLiteratureMotivation4TaiwanDomesticAirMarket&ResearchScopeRouteswithinthemainisland(businesstraveler)Taipei-KaohsiungRoutesbetweenthemainislandsandoffshoreislands(touristandlocalresident)Taipei-KinmenTaipei-Makung5Toapplytheconceptofvaluea

5、ndmeasurecustomers’perceptionsofvaluesdeliveredbydifferentairlinesthatcompeteeachotherToapplythestructuralequationmodeltoinvestigatefactorsthataffectcustomervaluesTodevelopcustomervaluemapfromthepointofeachairlineResearchObjectives6ConceptualFrameworkMethodologyServicequalityBrandima

6、gePerceivedcostCustomervalueWillingnesstobuy7StructuralEquationModelMethodology8QuestionnaireDesignMethodologyCharacteristicsofpassengersCharacteristicsoftripsPerceptionalquestions9PerceptionalQuestionsnumbercategorycontents1ServicequalitySeatsarecomfortable.2Foodisdelicious.3Aircr

7、aftarenew.4Scheduleisontime.5Flightattendantsprovideneededservices.6Groundstaffsprovideneededservices.7Theairlinehasagoodrecordofflightsafety.8Thecheck-inserviceisefficient.9Flightattendantsquicklyrespondtorequestedservices.10Groundstaffsquicklyrespondtorequestedservices.11Flightatte

8、ndantsarecou