品牌权益视角下我国民航业旅客服务质量感知与品牌忠诚相关性研究
发布时间：2018-12-14 17:53
【摘要】：在强调服务理念的今日,更好地提升服务质量成为了我国民航界的一个要求。在此环境下,本文期望通过实证研究的方法来探索在品牌权益视角下,我国民航业旅客感知服务质量与品牌忠诚间的相关性研究。 通过将品牌权益的组成结构作为本研究的研究架构,并结合前人研究所得出的影响民航服务质量的因素。将研究模型分别构建为：品牌认知构面、品牌联想构面、其他专有资产构面、感知质量构面、品牌忠诚构面等5个构面。 并透过该模型探讨品牌认知构面、品牌联想构面、其他专有资产构面对服务质量感知的相关关系；其后探讨感知质量构面与品牌忠诚构面的相关关系；最后探讨,其他专有资产、品牌联想、品牌认知构面对品牌忠诚的间接相关关系。 通过对旅客进行问卷调查,并运用SPSS18以及AMOS17等分析软件。对问卷数据进行均值分析、ANOVA分析、结构方程模型分析等多个分析后,得到了以下结论： 1.品牌认知对感知质量具有正向相关性； 2.品牌联想与感知质量具有正向相关性； 3.其他专有资产对感知质量具有正向相关性； 4.感知质量与品牌忠诚具有正向相关性； 5.其他专有资产、品牌认知、品牌联想对品牌忠诚具有间接正向相关性。 在本文的最后,基于研究资料对我国民航业提出了一些营销及服务改进建议,并提出了研究的局限性及后续研究方向。
[Abstract]:In the service concept of today, better service quality has become a requirement of the civil aviation industry. In this environment, this paper hopes to explore the correlation between passenger perceived service quality and brand loyalty in the perspective of brand equity through empirical research. By taking the composition structure of brand equity as the research framework and combining with the factors of influencing civil aviation service quality obtained by predecessors. The research models are divided into five facets: brand cognitive facets, brand associative facets, other proprietary asset facets, perceived quality facets, and brand loyalty facets. Through this model, we discuss the relationship among brand cognition, brand association and other proprietary assets facing the perception of service quality, and then explore the relationship between perceived quality and brand loyalty. Finally, the indirect relationship between other proprietary assets, brand association, brand cognition and brand loyalty is discussed. Through the passenger questionnaire, and using SPSS18 and AMOS17 and other analysis software. After analyzing the average value of the questionnaire data, ANOVA analysis, structural equation model analysis and other analysis, the following conclusions are obtained: 1. Brand cognition has positive correlation to perceived quality; 2. Brand association and perceived quality have positive correlation; 3. Other proprietary assets have positive correlation to perceived quality; 4. Perceived quality has positive correlation with brand loyalty. Other proprietary assets, brand cognition and brand association have indirect positive correlation to brand loyalty. At the end of this paper, based on the research data, some suggestions on the improvement of marketing and service are put forward, and the limitations of the research and the direction of further research are also put forward.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F562.6;F224
本文编号：2379059
[Abstract]:In the service concept of today, better service quality has become a requirement of the civil aviation industry. In this environment, this paper hopes to explore the correlation between passenger perceived service quality and brand loyalty in the perspective of brand equity through empirical research. By taking the composition structure of brand equity as the research framework and combining with the factors of influencing civil aviation service quality obtained by predecessors. The research models are divided into five facets: brand cognitive facets, brand associative facets, other proprietary asset facets, perceived quality facets, and brand loyalty facets. Through this model, we discuss the relationship among brand cognition, brand association and other proprietary assets facing the perception of service quality, and then explore the relationship between perceived quality and brand loyalty. Finally, the indirect relationship between other proprietary assets, brand association, brand cognition and brand loyalty is discussed. Through the passenger questionnaire, and using SPSS18 and AMOS17 and other analysis software. After analyzing the average value of the questionnaire data, ANOVA analysis, structural equation model analysis and other analysis, the following conclusions are obtained: 1. Brand cognition has positive correlation to perceived quality; 2. Brand association and perceived quality have positive correlation; 3. Other proprietary assets have positive correlation to perceived quality; 4. Perceived quality has positive correlation with brand loyalty. Other proprietary assets, brand cognition and brand association have indirect positive correlation to brand loyalty. At the end of this paper, based on the research data, some suggestions on the improvement of marketing and service are put forward, and the limitations of the research and the direction of further research are also put forward.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F562.6;F224
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