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研究生： 陳靖瑜
Tan - Jingyu Cindy
論文名稱： Online Word of Mouth on Service Quality in Airline Industry
Online Word of Mouth on Service Quality in Airline Industry
指導教授： 林孟彥
Tom M. Y. Lin
口試委員: 曾盛恕
Seng-Su Tsang
蔡瑤昇
Y. S. Tsai
學位類別： 碩士
Master
系所名稱： 管理學院 - 管理學院MBA
School of Management International (MBA)
論文出版年： 2013
畢業學年度： 101
語文別： 英文
論文頁數： 40
中文關鍵詞： China Airlines 、Singapore Airlines 、SERVQUAL 、Online Word of Mouth 、Airlinequality.com 、Brand Reputation 、SKYTRAX
外文關鍵詞： China Airlines, Singapore Airlines, SERVQUAL, Online Word of Mouth, Airlinequality.com, Brand Reputation, SKYTRAX
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    • China Airlines and Singapore Airlines are flag carriers of Taiwan and Singapore respectively. Singapore Airlines is ranked 3rd in World Airline Awards 2012 while China Airlines is ranked 33rd. Singapore Airlines is rated best in Asia (SKYTRAX 2013). Both airlines are located in Asia, where the majority of the country’s population is Chinese, they are both located in small demographic countries, however, there is a big gap between their rankings. This research will emphasize on the customer’s perception and word of mouth and the impact to both airlines. Customer loyalty and customer satisfaction are critical parts of a healthy airline business. Nowadays, Twitter, Facebook, YouTube, forums, and blogs, offer huge unexplored new advertising and promotion platforms to promote products, target the online and youth communities, and build brand loyalty. Word of mouth marketing has a significant influence on travel decision making, and social media platforms greatly facilitate this process.

    However, to date, there is limited research on studying the online word of mouth of airline service quality. This research selected SKYTRAX, an online review site to analyze customers’ reviews of world’s leading airlines and airports.

    The contribution of this study is to identify and evaluate airline online reputation, theoretical understanding of eWOM and assists managers in developing marketing strategy.

    China Airlines and Singapore Airlines are flag carriers of Taiwan and Singapore respectively. Singapore Airlines is ranked 3rd in World Airline Awards 2012 while China Airlines is ranked 33rd. Singapore Airlines is rated best in Asia (SKYTRAX 2013). Both airlines are located in Asia, where the majority of the country’s population is Chinese, they are both located in small demographic countries, however, there is a big gap between their rankings. This research will emphasize on the customer’s perception and word of mouth and the impact to both airlines. Customer loyalty and customer satisfaction are critical parts of a healthy airline business. Nowadays, Twitter, Facebook, YouTube, forums, and blogs, offer huge unexplored new advertising and promotion platforms to promote products, target the online and youth communities, and build brand loyalty. Word of mouth marketing has a significant influence on travel decision making, and social media platforms greatly facilitate this process.

    However, to date, there is limited research on studying the online word of mouth of airline service quality. This research selected SKYTRAX, an online review site to analyze customers’ reviews of world’s leading airlines and airports.

    The contribution of this study is to identify and evaluate airline online reputation, theoretical understanding of eWOM and assists managers in developing marketing strategy.

    ABSTRACT i ACKNOWLEDGEMENT iii TABLE OF CONTENTS iv CHAPTER ONE: INTRODUCTION 1 1.1 Research Motivation and Background 1 1.2 China Airlines 3 1.3 Singapore Airlines 4 1.4 Research Objectives 5 1.5 Research Content and Flowchart 7 CHAPTER TWO: LITERATURE REVIEW 9 2.1 Word-of-Mouth Communication 9 2.2 Online Word-of-Mouth Marketing 11 2.3 Brand Loyalty 12 CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY 18 3.1 Research Framework 18 3.2 Design of Research Tools 19 3.3 Summary 23 CHAPTER FOUR: RESULTS AND ANALYSIS 24 4.1 The Questionnaire 24 4.2 Positive Views Affecting Purchase Attitudes and Decisions 28 4.3 Ethical Concerns 29 CHAPTER FIVE: CONCLUSION AND DISCUSSION 30 5.1 Summary of Findings 30 5.2 Managerial Implication 31 5.3 Implications of the Research 34 5.4 Suggestions for Future Research 34 REFERENCE 36 APPENDIX: Questionnaire 39   LIST OF TABLES Table 1: Service Attributes 19 Table 2: Likert Scale Basis 21 Table 3: SERVQUAL scores for China Airlines services 25 Table 4: SERVQUAL scores for Singapore Airlines services 25 Table 5: Individual SERVQUAL scores for China Airlines services 26 Table 6: Individual SERVQUAL scores for Singapore Airlines services 27 LIST OF FIGURES Figure 1: Research Design Flowchart 8 Figure 2: Social Media Framework 18 Figure 3: Conceptual Framework 18 Figure 4: Model of Service Quality Gaps 22

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