服務品質和顧客滿意度間存有顯著的相關，和這主題相關的研究已經很多，惟隨著網路科技的進步與消費者行為的改變，我們現在有更多的資料和方法，更深入檢測服務品質和顧客滿意度間的關係。本研究以廉價航空為例，運用資料探勘技術，收集旅客在 TripAdvisor 網站對廉價航空的評論，再加入「評論參與」變數，以瞭解其對於服務品質與滿意度關係的干擾效果。本研究共蒐集17,490則英文評論，經分析後的結果顯示，顧客服務、物超所值，和報到與登機三項是對顧客滿意度影響較高的項目。此外，評論參與對服務品質與顧客滿意度間的關係存有顯著的調節效果，亦即評論參與高的顧客，對服務品質的評估更為嚴格。本研究亦提出管理上的意涵，作為航空業者更仔細掌握顧客需求，與改善經營策略的參考。

There is a significant correlation between service quality and customer satisfaction, and there have been many studies related to this topic. However, with the advancement of network technology and changes in consumer behavior. We now have more information and methods to deeply examine the relationship between service quality and customer satisfaction. This study takes low cost carriers as an example, using data mining techniques to collect passengers' comments on low cost airlines on the TripAdvisor website, and then adding the “review involvement” variable to understand its interference effect on service quality and customer satisfaction. A total of 17,490 English reviews were collected in this study. The results show that customer service, value for money, and check-in and boarding are three aspects with a high impact on customer satisfaction. In addition, the review involvement has a significant moderation effect on service quality and customer satisfaction. This result indicates that customers who highly involved in the review involvement are more rigorously assessing service quality. Finally, this study also proposes management implications as a reference for aviation operators to more closely grasp customer needs and improve business strategies.

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