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 |
相關次數: | 點閱:429 下載:4 |
分享至: |
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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.
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