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Asymmetric response model for evaluating airline service quality: An empirical study in cross-strait direct flights
Affiliation:1. Department of Air Transportation Management, Aletheia University, 70-11, Pei-Shi-Liao, Matou, Tainan County 721, Taiwan;2. Department of Civil Engineering, National Chi Nan University, 1, University Road, Puli 545, Taiwan;1. Professor Massoumi Laboratory, Department of Chemistry, College of Sciences, Shiraz University, Shiraz 71454, Iran;2. Department of Physics, College of Sciences, Shiraz University, Shiraz 71454, Iran;1. Department of Geomatics, National Cheng Kung University, Taiwan;2. Department of Geography, National Taiwan University, Taiwan;1. Department of Tourism Information, Aletheia University, No. 32, Zhenli St., Danshui Dist., New Taipei City 25103, Taiwan;2. Department of Civil Engineering, National Chi Nan University, 1, University Road, Puli 545, Taiwan;1. Department of Civil Engineering, National Chi Nan University, No. 1 University Rd, Puli, Nantou County 54561, Taiwan;2. Graduate Institute of Injury Prevention and Control, College of Public Health and Nutrition, Taipei Medical University, No. 250 Wu-Hsing Street, Taipei City 110, Taiwan
Abstract:In this paper we propose a framework to investigate service quality asymmetrically. An asymmetric response model within structural equation framework is developed to study the relationship between service quality and the passenger’s behavioral intention in the cross-strait direct flight (Taiwan–Shanghai). The results reveal that service quality in the loss region has more impact on behavioral intention than service quality in the gain region. Hence, attention should be paid to the service quality of important attributes in the loss region and strategies should ensure service quality of those important attributes that meet passenger’s expectations.
Keywords:Cross-strait direct flights  Asymmetric response model  Structural equation model
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