| Summary: | 碩士 === 開南大學 === 空運管理學系 === 98 === Since the global economic downturn, the airlines have been through a serious impact in the market and even a huge deficit in profit taking. In fact, air transportation is an industry with high capital demand companying and heavy labor cost, whose management environment is also deeply influenced by government policies and oil price of the international market. Under these circumstances, how to secure its own market would be the first priority of management as well as the important index of profit taking in such competitive markets. In Taiwan, passengers usually have many airlines to choice in a same route, so the service quality of airlines would affect passengers’ satisfaction and their willing to buy the same airline in their next flight. Therefore, this study discusses the factors that will affect service quality and influenced by the satisfaction level of service. We first examine the influence of reliability, convenience and comfortable environment on passengers’ satisfaction, and then we further explore how the passengers’ satisfaction level to affect the consumer behaviors and opinions of passengers. Through a questionnaire survey, we investigated eight airlines’ passengers and analyzed the relationship between reliability, convenience, comfortable environment and passengers’ satisfaction using Structure Equation Modeling. Our results indicate that comfortable environment will influence satisfaction level most followed by reliability and convenience. Moreover, satisfaction will positively affect passengers’ loyalty and company competitiveness. On the other hand, satisfaction has a negative influence on passengers’ complains. These empirical results supposed our hypothesis in the study. Finally, we provide some suggestions for airlines to improve their service quality.
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