Relationship among Brand Image, Service Quality and Customer Satisfaction – Using China Airline as an Example

DOI

10.2991/icicci-15.2015.31How to use a DOI?

Keywords

Keywords-brand image; service quality; customer satisfaction; China airline.

Abstract

Abstract—Despite the fact that the aviation market has been noticeably hit by the recession, there has been a sign of increase in the ratio of tourist coming to Taiwan. Up until now, most researches of brand marketing have been focusing on the relation between brand image and customer perception or customer service. Few have been focusing on the discussion of brand image, service quality, and customer satisfaction. For every aviation company, the question of how to improve the customers’ satisfaction and loyalty, and how to gain a broader customer in the existing market by various brand marketing methods, will prove to be a very important one. Thus, in this study, we discuss, in the point of view of the customers, the relation between customers’ willingness to take the flight and customer satisfaction, service quality, and the brand image of the aviation company. The research methods conducted in this study include literature review and questionnaire survey, in which experienced passengers in Taiwan were taken as research subjects, while the questions in the questionnaire were designed with the help of sorting through related literatures. Questionnaires were conducted in the way of convenience sampling, and they included three aspects: the brand image of the aviation company, service quality, and customer satisfaction. 310 copies were handed out, and 265 valid copies were recovered. The result shows that brand image, service quality, and customer satisfaction have a positive impact on brand interest and perceived value, while brand interest has a positive impact on perceived value and brand relationship quality. Brand image has an indirect effect mostly on brand relationship quality. Although the aviation companies are able to bring positive impact on its perceived value with its brand interest, the effect brought by its brand image is more direct and positive.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Feishuo Hung
PY  - 2015/09
DA  - 2015/09
TI  - Relationship among Brand Image, Service Quality and Customer Satisfaction – Using China Airline as an Example
BT  - Proceedings of the 2nd International Conference on Intelligent Computing and Cognitive Informatics
PB  - Atlantis Press
SP  - 135
EP  - 141
SN  - 1951-6851
UR  - https://doi.org/10.2991/icicci-15.2015.31
DO  - 10.2991/icicci-15.2015.31
ID  - Hung2015/09
ER  -