本研究為『探討臺灣國際航空業旅客與航空公司關係品質與關係忠誠』，研究目的為探討旅客對航空公司之關係品質認知，誠信、承諾與滿意度為本研究提出之關係品質三構面。近年來，雖然臺灣航空客運載客量得利於各國天空開放及兩岸定期航班啟動而蓬勃發展，同時卻也引進更多的競爭者。航空公司如何能夠吸引新旅客、維持舊有旅客並且與旅客建立長期的關係，吸引旅客持續選擇搭乘同一航空公司。為能充份解釋顧客關係忠誠，本研究依行為與態度說明顧客忠誠，不同的顧客關係忠誠類型對關係品質認知的不同，並且加入廣告訊息涉入及行程規畫涉入為干擾變數。本研究採用發放實體問卷及網路電子問卷方式，以曾經搭乘飛機的旅客為受訪對象，收集旅客對於航空公司關係品質主觀認知與感受，並且據以建立關係行為忠誠與關係態度忠誠評量指標。希望藉由本研究結果，提供經營臺灣國際航空業者實務經營的參考。
This study aims to provide a picture of how relationship quality influences customer loyalty in Services industry. We propose rela-tionship quality as a higher construct comprising trust, commitment and satisfaction. In addition, this study provides more explanations of the influence of relationship quality on customer loyalty through two level of relationship quality: relationship quality with employees of services provider and relationship quality with services provider itself. In order to explain the concept of customer loyalty, we adhere to the composite loyalty approach providing both behavioral aspects and attitudinal loyalty. We seek to address main issues: How does rela-tionship quality influence both aspects of customer loyalty? Which relationship quality dimensions influence each of the components of customer loyalty? This study selects the international Airline services in Taiwan and targets passengers had ever been flown from/to Taiwan. We selected survey on site and online survey as our method of data collection.
