دانلود رایگان مقاله انگلیسی تحلیل ارزش برند خطوط هوایی مبتنی بر مشتری: چشم اندازی از تایوان - الزویر 2018

ABSTRACT

This research develops and examines a customer-based Airline brand equity (CBABE) model and examines the mediating effects of Airline brand reputation on the relationship among CBABE and Airline brand trust. By means of structural equation modelling (SEM) analysis, the four dimensions of CBABE– Airline flight service quality, Airline brand affect, Airline brand awareness and Airline brand association– are recognized to have positive effects on Airline brand reputation. Besides, it is established that Airline brand affect, customer self-congruence, Airline brand awareness and Airline brand reputation has a positive effect on Airline brand trust. The data collected was analysed using 7 – Likert scale instrument and this research provides insight into effective strategies that can be used to increase Airline brand trust and protect Airline brand reputation for an Airline. Based on the outcomes obtained from the relationship between CBABE, Airline brand reputation and Airline brand trust, the study confirms substantial difference among the groups deliberating to the customer purpose of air travel that is associated to CBABE dimensions. The findings provide enriched understanding of intricate psychological process involved in air travel customer selection criteria for an Airline or Airline industry.

Conclusion

The current research contributes to the development of literature on CBABE, brand reputation and brand trust. Initially, this study was centred on improvement of brand equity model, suitable for Airline brands, and focused on its scope as represented by Airline brands consumption psychology. This research proposes that Flight service quality, brand affect, self-congruence, brand awareness and brand association are components of CBABE. While, past researchers have developed CBABE models in context to Taiwan Airline industry of international air passengers, which did not include the following two dimensions; brand affect and self-congruence. In the Airline industry, this research communicates that service quality dimensions attempts to focus on Flight service quality, rather than including wider service quality construct and sub-constructs; airport service, reservation-related services, reliability, flight availability and employee services. This is reinforced by the insights of Zhang (2012), Chow (2015) and Steven et al. (2012) who designated the importance of Flight service quality dimensions and their sub-constructs. The current research highlights the importance of brand affect to capture the attitudinal aspects of Airline customers on brand equity in the Taiwanese Airline industry; domestic and international. Similarly, self-congruence assisted in gaining insight about the symbolic features of brand equity influencing brand trust (Sirgy & Su, 2000; Heracleous et al., 2009).