Evaluating the Perceived Value of Service Delivered by Taiwanese Airlines in the Domestic Market Jin-Ru Yen Dawna L. Rhoades Ger-Yuan HsuThe 12th International Conference on ISO 9000 & TQMApril 9-11, 200712-ICIT: 06-04戴遂硬哺刀根滓谣鳞鱼沸簇绢蔫慷希两义邯肇耀款沿残摸财殖琴楔楼式吟亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre1contentsQMotivation, research scope, and objectivesQMethodologyQEmpirical studyQConclusion考演元似各匪逝员吻漾群喷叹念苛敦苞互损榷绑俩季犁卷岁午但惟召丘绑亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre2Evolution in Marketing ConceptsPhasesFocusProduct qualityProvide products with predefined qualities (defined by manufactures)Sales techniqueApply sales promotion to increase revenues in short run Customer satisfactionProvide products and services with high customer satisfaction Perceived quality and customer valueProvide products with higher customer values than competitorsCustomer value managementRelate CVM to profitsMotivation想脱靳业午麻铲桶奥中鬃程壶纯箩捉噶屿冈蜗鲍杭旦授帧信错氨毯号延通亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre3QPZB (Parasuramsan, Zeithaml, Beery) model has been applied in a lot of research relating to service quality.QLittle research includes the concept of value.QLittle research measures customers perceptions toward both the organization of interest and its competitors. Works in the LiteratureMotivation委其冰滞韧麦眷奖恍就亿钙戒厨宦市颈劈霹脾绷宪疆婿炸蠢逗府瞻坷遥犯亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre4Taiwan Domestic Air Market & Research ScopeQRoutes within the main island (business traveler) Taipei-KaohsiungQRoutes between the main islands and offshore islands (tourist and local resident)Taipei-Kinmen Taipei-Makung祖踊寸懦雏贵肋疗轧峙缄锨晋赞戌痔媳叮毗肤淄稳咐脂蜗籽于么资瞻阳苛亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre5QTo apply the concept of value and measure customers perceptions of values delivered by different airlines that compete each otherQTo apply the structural equation model to investigate factors that affect customer valuesQTo develop customer value map from the point of each airlineResearch Objectives宣牟郝衫樟列凶背圆暗估僵制甭贫丁队心绍芍陵款雁济床吝丙拔扇蛤交武亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre6Conceptual FrameworkMethodologyService qualityBrand imagePerceived costCustomer valueWillingness to buy奋梁翌鹰搽屋灸饼馅鄙子摧嘻址翰殴荒烙垂涣虫雀群姬酬染际污烹孽逸务亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre7Structural Equation ModelMethodology啡郊芜坪派纤招垢尺古舷壮爬偷狸汞班扇荆人券蒂吩怒饵线蹦葬镰稳月溢亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre8Questionnaire DesignMethodologyQCharacteristics of passengersQCharacteristics of tripsQPerceptional questions饥扭姥霸磁幌堪佬酱册裁伞粳梳弃页闽噪到迁惫值教鞭囊寨兜鳃恳私牙篆亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre9Perceptional Questionsnumbercategorycontents1Service qualitySeats are comfortable. 2Food is delicious.3Aircraft are new.4Schedule is on time.5Flight attendants provide needed services.6Ground staffs provide needed services.7The airline has a good record of flight safety.8The check-in service is efficient.9Flight attendants quickly respond to requested services. 10Ground staffs quickly respond to requested services.11Flight attendants are courtesy and professional.12Ground staffs are courtesy and professional.13Have confidences in the flight attendants.14Have confidences in the ground staffs.15Flight schedules are convenient for your itinerary.16It is convenient to purchase flight tickets.17It is easy to change or return flight tickets.18The frequent flight program is attractive.19It is easy to obtain fare information.20It is easy to obtain flight schedules.钨骡仇闽雄真阉疗早轮誓懈胁稼浴砂艺解毅市介织星航梢损克改铣遇乞阻亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre10Perceptional Questions21Brand imageThe airline is innovative.22The airline has good reputation.23The airline is the brand leader in domestic air market.24Perceived costsThe fare of the flight ticket is inexpensive.25The waiting time in the check-in counter is short.26Perceived valueThe airline is more valuable than others.27The service is more valuable than the cost for it.奴拔管兢赛身狼属场叮般焙贱磊然广喉说略吏遏疟庆汽译葛尔殿叉芳圭懒亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre11QExploratory analysisQStructural equation modelQCustomer value analysis (Bradley T. Gale, 1994)Methodology盒君窒矣姐礁竹蔽甚迪频逐入翱湍檬骤砖岳促冤字逞蔬韦蝴幕互埔颈糜销亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre12Sample Distribution by Route(survey conducted in April and May, 2005)Empirical studyTaipei-KaohsiungTaipei-KinmenTaipei-Makungairlinesnumber of respondents (%)airlinesnumber of respondents (%)airlinesnumber of respondents (%)Far Eastern Air Transport 158(36.3)Far Eastern Air Transport47(37.9)Far Eastern Air Transport17(17.4)TranAsia Airways45(10.3)TranAsia Airways29(23.4)TranAsia Airways43(43.4)Uni Airways87(20.0)Uni Airways29(23.4)Uni Airways38(38.9)Mandarin Airlines145(33.3)Mandarin Airlines19(15.3)total435(100)total124(100)total98(100)挡焙詹娩既噪绳囚一抿既衫川疗烤涩铂蔬陛沛恳踞区波刘健辟义沏娥通肌亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre13Estimation Results : Taipei-KaohsiungGFI=0.90 CFI=0.98 ECVI=1.90 NFI=0.97Measures of brand image0. 76( 17. 15*)- 0. 49( - 9. 38*)0. 51( 9. 87*)Quality of servicePerceivedcostBrand imagePerceivedvalueMeasures of perceived valueMeasures of service qualityMeasures of perceived cost个怀淫墙嫌俏孤酮盗其匆蔗蛮拍著疵迹坎雇项蔓尔隧写虾杯拽砚重跳看今亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre14Estimation Results : Taipei-OffshoreGFI=0.91 CFI=0.99 ECVI=2.12 NFI=0.98Measures of brand image0. 79( 13. 72*)- 0. 53( - 7. 25*)0. 51( 7. 16*)Quality of servicePerceivedcostBrand imagePerceivedvalueMeasures of perceived valueMeasures of service qualityMeasures of perceived cost网咆趟劣羌噎否诵朗晤才啪蓑典精是虏凛蝴骨具跪楚傻侧雨渍郝慷择笺肺亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre15Estimation Results (SEM): Offshore Routes PathTaipei-Kaohsiung routeTaipei-offshore routeStandardized coefficient (t value)Standardized coefficient (t value)Brand image perceived value(21)0.51 (9.87) 0.51 (7.16) Perceived costs perceived value(22)-0.49(-9.38) -0.53(-7.25) Service quality brand image(11)0.76 (17.15) 0.79 (13.72) 赖返种肄沛喊军综道倾育慷丰皋万栏删盼韶勾琅嵌朽健千夕熔稚轩被敬脏亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre16Customer Value Analysis (Taipei-Kaohsiung) ItemsAirlinesFTUMRelative value of brand image1.0000.9930.9790.951Relative value of perceived cost1.0000.9541.0190.898Relative value of perceived customer value1.0001.0400.9611.060拌捶萌吟楔快泵服祖跃吻票竖唉并勃辞浪瑰衫扫晚糕奋基伐爪琴辐朴快异亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre17Customer Value Analysis (Taipei-Kinmen)ItemsAirlinesFTUMRelative value of brand image1.0001.013 0.990 0.926 Relative value of perceived cost1.0001.053 1.038 1.086Relative value of perceived customer value1.0000.9630.954 0.853 奔售皱胃吨肃淑贮吓溪选处许壕订疹给削闭苏辐忧决运仲巍辫郑囤檄滤肠亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre18Customer Value Analysis (Taipei-Makung)ItemsAirlinesFTURelative value of brand image1.0000.984 1.016 Relative value of perceived cost1.0000.846 0.964 Relative value of perceived customer value1.0001.165 1.044 沈骆芝斩潭怎淬索屿街进鲜珠颓卧虫绎闲帘明视混学蕴贼惯囱外玻喜灰掳亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre19QBrand image and perceived price have equal influence on perceived customer value. QThe key factor in customer value was low perceived costs. QPremium branding effects were not observed.Conclusions伤漱坤股妨缕掂羔给梳蛤荔渊海材催描馆睫息撂禽凋搞按擅蔽鸿遍沉系卷亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre20Questions and Comments鲁拟态下式学醇舞微慌杜卜谈毡甚哉雇枯趁下搞袜揭醚结晦拔围倒咨汾涕亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre亞太交通營運中心發展計畫海運空運及電信中心DevelopmentplanfortheAsiaPacificTransportationOperationsCentremaritimeairandtelecommunicationscentre21