Study on Selling Domestic Air Tickets on the Internet Travel Agency as the Function of Distribution Channel

• Main Authors: Chien-Hsing Wu, 吳建興
• Other Authors: Chia-Yu Chen
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/88976455797191008137

碩士 === 世新大學 === 觀光學研究所(含碩專班) === 94 === The purpose of this study is to research and analyze the functions of internet as domestic airline distribution. We examined the importance and satisfactions of channel functions of the on-line travel agency perceived from passengers. In addition, we also analyzed the relationship between satisfaction of on-line travel agency and repurchase intention. In order to quantify and analyze the importance placed on the internet functions of the Ezfly, this research extracted 7 factors from the distribution functions: Sales& Distribution, Membership, Pricing, Service, Information, Communications and Product Lineup. Our research showed there was a positive relationship between the importance and the satisfaction of the on-line travel agency. The functions that consumers placed the most importance are Product Lineup, Sales & Distribution and Pricing. The functions that consumers perceived the most satisfaction factors are Product Lineup, Sales & Distribution and Pricing. Product Lineup and Sales & Distribution are factors that respondents perceived important and satisfactory; whereas pricing on the other hand, is viewed as important not satisfied about it. Furthermore, the satisfaction of on-line travel agency would influence on the consumer loyalty to domestic air ticket purchase. In conclusion, we suggested increasing consumer loyalty on airline tickets, on-line travel agencies must improve and emphasize on the factors that would affect internet satisfaction such as Sales & Distribution, Pricing, Information.