| Summary: | 碩士 === 輔仁大學 === 管理學研究所 === 92 === In recent years, the airlines passenger service grows vigorously. There are a lot of airlines of different nationalities in the airlines passenger service industry. Due to limited time and resources, people need some external information to choose among airlines in a quick way. Previous researches have proved that country of origin is an important external information for consumers to evaluate the value of the products. However, few researches have examined the effect of country of origin on invisible service product. In order to fill the gap, this study tries to address the effect of country of origin based on PZB service quality model together with one added variable “brand awareness”. Besides, experience property is adopted as moderating variable. To empirically test the model, 251 valid survey data are collected by convenience sampling method. Statistical results of this research are as follows:
1.Country of origin has positively impact on consumer’s expected service.
2.Brand awareness has positively impact on consumer’s expected service.
3.Country of origin has greater impact on consumer’s expected service than brand awareness.
4.The interference effect of experience property results on the link of country of origin and expected service is not significant.
5.The interference effect of experience property results on the link of brand awareness and expected service is not significant.
6.The difference between perceived and expected service has positively impact on service quality evaluation.
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