近年來，全球化與亞太區域國家間經濟環境的崛起，社會經濟環境的不斷改變，航空服務業的成長掘起，台灣以國際樞紐轉運的地理優勢，各國政府陸續開放天空與航權，進而帶動了航空旅遊市場的快速成長。而各航空在經營操作與經營理念上的不同。航空公司為了能在競爭激烈的巿場中求生存與獲利，因此希望能藉由航空公司的消費顧客在搭乘體驗與服務流程中，以及對各航空公司所提供的各項服務與評價，了解顧客的需求及涉及程度是否因顧客滿意度之中介效果影響。
航空公司透過良好的品牌形象與顧客建立好的服務關係對於航空服務業實為迫切需要，再則透過與顧客間維持良好的服務品質關係，提升顧客滿意度進而能獲得更多消費顧客的忠誠度亦成為航空業者的重要課題。過去在航空產業鮮少探討以品牌形象與服務品質為主要探討的部分，故本研究針對航空公司的品牌形象、服務品質、顧客滿意度、顧客忠誠度間涉及程度構面而設計的問卷，並以台灣地區北、中、南各機場起飛與降落之國際航線的搭乘旅客作為本研究之樣本，設計構面包含搭乘低成本航空與全服務航空經驗的顧客為對象，提供讓消費者滿意服務成為了航空服務業者的重要經營方針。此研究以網路問卷方式進行調查研究，經實證後可達到研究結果如下：
1.分析品牌形象對於顧客滿意度的影響。
2.分析服務品質對於顧客滿意度的影響
3.調查顧客滿意度對於顧客忠誠度的影響。
4.調查品牌形象對於顧客忠誠度的影響。
5.調查服務品質對於顧客忠誠度的影響。
6.評估顧客滿意度對於品牌形象及顧客忠誠度之關係是否具有中介效果。
7.評估顧客滿意度對於服務品質及顧客忠誠度之關係是否具有中介效果。

In recent years, globalization and the rise of the economic environment among countries in the Asia-Pacific region, the continuous changes in the socio-economic environment. The growth of the aviation service industry, Taiwan’s geographical advantage of international hub transit, and governments of various countries have successively opened up the sky and navigation rights, thereby leading to the rapid growth of the air travel market. The different airlines differ in their operation and philosophy. In order for airlines to survive and profit in the fiercely competitive market, they hope to learn about the various services and evaluations provided by airlines in the flight experience and service process of airline customers. Whether the needs of customers and the degree of involvement are affected by the mediating effect of customer satisfaction. 
It is an urgent need for airlines to establish a good service relationship with customers through a good brand image, and to maintain a good service quality relationship with customers to increase customer satisfaction, and gain more consumer loyalty. It has also become an important issue for the aviation industry. In the past, the aviation industry rarely discussed brand image and service quality as the main part of the discussion. Therefore, this study designed a questionnaire based on the degree of involvement of airlines’ brand image, service quality, customer satisfaction, and customer loyalty. Taking passengers on international routes taking off and landing at airports in the north, central, and south of Taiwan as the sample of this study, the design dimensions include customers who have experience in flying low-cost airlines and full-service airlines, and provide services that satisfy consumers. The important management policy of the aviation service industry. This research is conducted by means of online questionnaires. After empirical evidence, the results of the research are as follows:
1.	Analyze the impact of brand image on customer satisfaction.
2.	Analyze the impact of service quality on customer satisfaction.
3.  Investigate the impact of customer satisfaction on customer loyalty.
4.  Investigate the impact of brand image on customer loyalty.
5.  Investigate the impact of service quality on customer loyalty.
6.  Assess whether customer satisfaction has an intermediary effect on the relationship between brand image and customer loyalty.
7.  Assess whether customer satisfaction has an intermediary effect on the relationship between service quality and customer loyalty.

目錄
目錄	I
圖目錄	III
第一章　緒論	I
第一節　研究背景與動機	1
第二節　研究目的	4
第三節　研究範圍	4
第四節　研究流程	4
第二章　文獻探討	6
第一節　品牌形象	7
第二節　服務品質	8
第三節　顧客滿意度	9
第四節　顧客忠誠度	10
第五節　假設推論	12
第三章　研究方法與設計	20
第一節　研究架構與假設	20
第二節　研究樣本來源	21
第三節　變數定義與問卷設計	21
第四節　資料分析	26
第四章　資料分析與研究結果	29
第一節　敍述性統計	29
第二節　信度分析	35
第三節　相關性分析	35
第四節　迴歸分析	38
第五節　階層迴歸分析	42
第五章　結論與建議	45
第一節　研究結論	45
第二節　管理意涵	47
第三節　研究限制與建議	49
參考文獻	50
參考附錄	60
表目錄
表1-1低成本航空及傳統航空在亞太地區之市占率	2
表2-1品牌形象定義	6
表2-2服務品質定義	8
表2-3顧客滿意度定義	10
表2-4顧客忠誠度定義	11
表3-1品牌形象提問	22
表3-1品牌形象提問(續)	23
表3-2服務品質提問	23
表3-2服務品質提問(續)	24
表3-3顧客滿意度提問	25
表3-4顧客忠誠度提問	26
表4-1性別次數分配表	29
表4-2年齡次數分配表	30
表4-3婚姻狀況次數分配表	30
表4-4教育程度分配表	30
表4-5公司產業類別分配表	31
表4-6職位分配表	31
表4-7服務年資分配表	32
表4-8出國旅遊次數分配表	32
表4-9搭乘低成本航空次數分配表	33
表4-10搭乘傳統航空公司次數分配表	33
表4-11月平均收入分配表	34
表4-12旅遊經驗年資分配表	34
表4-13各構面之信度分析表	35
表4-14各子構面之相關分析表	36
表4-15品牌形象子構面面對顧客滿意度之迴歸分析	39
表4-16服務品質子構面面對顧客滿意度之迴歸分析	39
表4-17顧客滿意度子構面面對顧客忠誠度之迴歸分析	40
表4-18品牌形象子構面面對顧客忠誠度之迴歸分析	41
表4-19服務品質子構面面對顧客忠誠度之迴歸分析	41
表4-20顧客滿意度對品牌形象與顧客忠誠度層級迴歸分析表	43
表4-21顧客滿意度對服務品質與顧客忠誠度層級迴歸分析表	44

圖目錄
圖1-1研究流程圖	6
圖2-1研究假設與架構圖	20

中文文獻：
1.	尹代豪(2004)。飛航臺灣國際航線航空公司之品牌忠誠度研究，國立東華大學企業管理研究所未出版碩士論文。
2.	王月香，(2014)。廉價航空服務品質、顧客滿意度與顧客忠誠度之研究。國立中山大學企業學系碩士論文。
3.	王怡謹(2017)。郵輪旅客旅遊游動機、郵輪品牌形象、港區服務滿意度及重遊意願
4.	王瑞琪，陳義文，楊婉婷，(2015)，宅配服務業服務品質與顧客滿意對再購意願影響之實證研究－以結構方程模式分析，顧客滿意學刊，11(2)，193-222。
5.	李孟訓、陳志軒、張純明(2011)，「主題遊樂園的企業形象、服務品質、關係品 質與顧客忠誠度之關聯性研究」，國立高雄海洋科技大學學報，第二十八期， 119-147 頁。
6.	李嘉偉(2014)。體驗行銷、滿意度與忠誠度關係之研究-以新莊國民運動中心為例。碩士論文，臺北市立大學體育學系研究所。
7.	汪佩儀，(2018)。廉價航空服務品質、網路口碑與價格認知對消費者購買意願之影響。淡江大學國際企業學系碩士班碩士論文。
8.	林建丞，(2015)。服務品質、顧客滿意度與顧客忠誠度關係之研究-以台灣中部某高職學生餐廳為例。南華大學企業學系管理科學碩士班碩士論文。
9.	林彥良(2014)。臺北市民運動中心服務品質、顧客滿意度與忠誠之相關研究。碩士論文，臺北市立大學體育學系研究所。
10.	林美蘭(2015)。導遊人員專業職能與服務品質對遊客滿意度與再購意願影響之研究。未出版論文，國立台東師範學院，台東市。
11.	林錦奕(2016)。服務品質、顧客滿意度與顧客忠誠度關係之研究-以苗栗地區人力仲介業為例。育逹科技大學行銷與流通管理系碩士論文。
12.	邱皓政(2006)，結構方程模式－LISREL 的理論、技術與應用，雙葉書廊。
13.	洪嘉蓉(2004)。服務品質、顧客滿意度與顧客忠誠度關係之研究-以中華電信公司ADSL為例。大葉大學資訊管理學系碩士論文。
14.	洪麗娟、戴劍鋒(2011)。不銹鋼金屬建材加工業之顧客滿意度與忠誠度之質性研究-以H公司為例。嶺東學報，29，73-106。
15.	唐麗英、胡安華(1996)，「滿意度模式建立與滿意度構面確認之研究」，交大管理學報，第十六卷第一期，55-74頁。
16.	徐茂練(2006)。顧客關係管理。台北：全華。二版。
17.	徐達光(2003)，消費者心理學，台北: 東華出版社。
18.	涂榮宗(2009)。服務品質對顧客滿意度與忠誠度關係之研究-以基隆長榮桂冠酒店藍海灣會館為例。經營管理論叢，5(2)，17-37。
19.	翁崇雄(2000)，「服務品質評模式之比較研究」，中山管理評論，第八卷第一期，105-122頁。
20.	張敏慧(2005)。提昇學生就讀意願之教育服務品質競爭優勢強化研究－以七所私立大學為例。中華大學 科技研究所碩士論文。
21.	陳正興(2006)，「顧客價值、服務品質、顧客滿意度及忠誠度影響關係之研究－ 以出國旅遊套裝產品為例」，生物與休閒事業研究，第四卷第一期，55-67 頁。
22.	陳振燧、洪順慶(1999)，「消費品品牌權益衡量量表之建構─顧客基礎觀點」，中山管理評論，第7 卷第4 期：1175-1199。
23.	黃逸甫(2000)。服務品質、價格、品牌形象與品牌個性對顧客滿意度之影響—以 銀行業為例，國立政治大學經營管理未出版碩士論文。
24.	楊政樺(2001)。航空地勤服務管理，揚智出版社。
25.	劉立為(2009)。販店服務品質之探討-以家樂福為例。苑科技大學經營管理研究所碩士 論文。
26.	蔡文晉(2005)。服務品質、顧客滿意度及顧客忠誠度關係之研究-以新豐地區統一速達宅急便服務為例。明新科技大學資訊管理研究所碩士學位論文。
27.	蔡長清及劉麗珉(2009)。應用IPA模式評估航空客運之服務品質－以高雄飛航日本旅客爲例。商業現代化學刊, 5(2), 11-26。
28.	謝淑芬(2003)，「遊憩區遊客忠誠度影響因素之比較研究」，景文技術學院學報， 第十卷第二期，220-232頁。
29.	魏文欽，潘怡如，(2009)，化妝保養品品牌形象、顧客忠誠度與口碑傳播相互關係之實 證研究，International Journal of LISREL，2(1)，38-56。
30.	關芝穎 (2004) 。百貨公司服務品質、顧客滿意度、顧客忠誠度與消費者生活型態關係之研究-以台北市地區為例。東華大學企業管理所碩士論文。
31.	蘇嘉怡(2007)，「顧客體驗、品牌形象和顧客滿意度關係之研究─以航空公司為例」， 銘傳大學國際企業學系碩士論文。
英文文獻：
1.	Aaker, D. A. and K. L. Keller (1990), “Consumer Valuations of Brand Extensions,” The Journal of Marketing, 54(1), 27-41.												
2.	Abdullah, M., A. D. Al-Nasser and N. Husain (2000). Evaluating Functional Relationship between Image, Customer Satisfaction and Customer Loyalty Using General Maximum Entropy. Total Quality Management & Business Excellence, 11, 826-829				
3.	Allen, C. T., K. A. Machleit and S. S. Kleine (1992). A Comparison of Behavior at Diverse Levels of Behavioral Experience. Journal of Consumer Research, 18, 493-504.			
4.	Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.							
5.	Andreassen, T. W., & Lindestad, B. (1998). Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, 9(1), 7-23. doi: 10.1108/09564239810199923									
6.	Ambler, T. (1997). Do brands benefit consumers? International Journal of Advertising, 16(3), 167-195. doi: 10.1080/02650487.1997.11104687							
7.	Aurier, P., & Guintcheva, G. (2014). Using affect–expectations theory to explain the direction of the impacts of experiential emotions on satisfaction. Psychology & Marketing, 31(10), 900-913.		
8.	Berry, L. L., Lefkowith, Edwin F. & Clark, Terry (1988). In Services, What’s in a Name?. Harvard Business Review, 66(5), 28-30.											
9.	Bejou, D. and. Palmer, A., (1998),“Service Failure and Loyalty: An Exploratory Empirical Study of Airline Customers," Joumal of Services Marketing, Vo1. 12, pp.7-22.			
10.	Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31-40. doi: 10.1002/dir.1014.abs	
11.	Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee response. Journal of Marketing, 5,69-582.								
12.	Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.									
13.	Biel, A. L. (1992). How Brand Image Drives Brand Equity, Journal of Advertising Research, 36(2), 593-603.															
14.	Cardozo, R. M. (1965), An Experimental Study Of Consumer Effort, Expectation, And Satisfaction, Journal of Marketing Research,2(8),244-249							
15.	Cardozo, R. N. (1965). An Experimental Study of Customer Effort, Expectation and Satisfaction. Journal of Marketing Research, 2, 244-249. doi: 10.2307/3150182			
16.	Cavero, Sandra & Javier Cebollada，(1997), Brand Choice and Marketing Strategy: An Application to the Market of Laundry Detergent for Delicate Clothes in Spain. Joumal of Intemational consurner Marketing, Vol. l 0, pp.57-7l.								
17.	Chen, C.-F. and W.-S. Tseng (2010). Exploring Customer-based Airline Brand Equity: Evidence from Taiwan. Transportation Journal, 49(1), 24-34.						
18.	Caruana, Albert., (2002), “ Service Loyalty: The Effect of Service Quality and the Mediating Role of Satisfaction,” European Journal of Marketing, 36(7/8), 811-826.				
19.	Carrillat, F. A., Jaramillo, F., & Mulki, J. P. (2009). Examining the impact of service quality: A meta-analysis of empirical evidence. Journal of Marketing Theory and Practice, 17(2), 95-110. DOI: 10.2753/MTP1069-6679170201										
20.	Churchill, G and Surprenant, C. (1 982),“An Investigation into the Determinants of Customer Satisfaction", Journal ofMarketing Research, 19 (November), pp.491-504		
21.	Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A re-examination and extension. Journal of Marketing, 56(3), 55-68. DOI: 10.2307/1252296					
22.	Gronroos, C. (1988),” Service Quality : The Six Criteria of Good Perceived Service Quality,” Review of Business, 9, pp.10-13.										
23.	Giese, J. L., & Cote, J. A. (2000). Defining consumer satisfaction. Academy of marketing science review, 2000, 1.														
24.	Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 307-319.		
25.	Doyle P., 1990, “Building Successful Brands：The Strategic Options,” Journal of Consumer Marketing,7(2)：5-20.														
26.	Dimitriades, Z. S. (2006). Customer satisfaction, loyalty and commitment in service organizations. Management Research News, 29(12), 782-800.						
27.	Heere, B., & Dickson, G. (2008). Measuring attitudinal loyalty: Separating the terms	of affective commitment and attitudinal loyalty. Journal of Sport Management, 22(2), 227-239.
28.	Helm, S. (2007). The role of corporate reputation in determining investor satisfaction and loyalty. Corporate Reputation Review, 10(1), 22-37. doi:10.1057/palgrave.crr.1550036	
29.	Etzel, M. J., Bruce, J. W., & William, J. S. (2001). Marketing management (12th ed.).Boston: McGraw Hill.												
30.	Floh, A., & Treiblmaier, H. (2006). What keeps the e-banking  customer loyal? A Multigroup analysis of the moderating role of consumer characteristics on e-loyalty in the financial service industry. Journal of Electronic Commerce Research, 7(2), 97-110.
31.	Fomell, C. (1 992), “ A National Custiomer Satisfaction Baromerter: The Swedish experience", Joumal ofMarkerting, Vo1.56, pp.6-21								
32.	Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E . (1996). The American customer satisfaction index: Nature, purpose and findings. Journal of Marketing, 60, 7-18.	
33.	Fombrun, C. J. (1996). Reputation: Realizing value from the corporate image(Vol. 72). Boston, MA: Harvard Business School Press.										
34.	Francken, D. A. (1983). Postpurchase consumer evaluation, complaint actions and repurchase behavior. Journal of Economic Psychology, 4(3), 273-290. doi: 10.1016/0167-4870(83)90031-4															
35.	Garvin, D. A. (1988), Managing Quality. New York: The Free Press.					
36.	Gardner, B. B., & Levy, S. J. (1955). The product and the brand. Harvard Business Review, 33(2), 33-39.																
37.	Gremler, D. D. and S. W. Brown (1996). Service Loyalty: Its Nature, Importance, and Implications. in Advancing Service Quality: A Global Perspective, B. Edvardsson, S. W. Brown, R. Johnston, et al., eds. International Service Quality Association.				
38.	Grewal, D., Krishnan, R. R., Baker, J., & Borin, N. (1998). The effects of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of Retailing, 74(3), 331-352. doi: 10.1016/S0022-4359(99)80099-2						
39.	Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of marketing, 18(4), 36-44.												
40.	Gronholdt, L., Martensen, A. and Kristensen, K., 2000.The Relationship between Customer Satisfaction and Loyalty: Cross-Industry Differences, Total Quality Management, 11(4-6), 509-516.																	
41.	Hong, S. C., & Goo, J. J. (2004). A causal model of customer loyalty in professional service firms:  An empirical study. International Journal  of  Management,  21(4), 531-540.	
42.	Hempel, Donald J. (1977). Consumer Satisfaction with The Home Buying Process: Conceptualization and Measurement, in The Conceptualization of Consumer Satisfaction and Disstisfaction, H.Keith Hunt, Campbridge, Mass, Marketing Science Institure.		
43.	Hallowell, R., “The Relationships of Customer Satisfaction, Customer Loyalty, and Profitability: An Empirical Study,” International Journal of Service Industry Management, 7:4, 1996, pp. 27-42。														
44.	Jame, A. & Goode, M.H. (2001). Consumer and Brands: A Study of the Impact of Self-Image Congruence on Brand Preference and Satisfaction, Marketing Intelligence and Planning, 19(7), 482-492.													
45.	Jones, T. O., & Sasser, W. E., Jr. (1995), “Why Satisfied Customer Defect,” Harvard Business Review, Vol. 73, No. 6, pp.88-99.										
46.	Joewono, T. B., & Kubota, H. (2007). User satisfaction with paratransit in competitionwith motorization in indonesia: anticipation of future implications. Transportation, 34(3), 337-354.
47.	Keller, K. L. (1993). Conceptualizing. Measuring. And Managing Customer-Based Brand Equity. Journal																
48.	Keller, K. L. (1993), “Conceptualizing, Measuring, and Managing CustomerBased Brand Equity,” Journal of Marketing, 57(1), 1-22.										
49.	Keller, K. L (2008). Strategic Brand Management: Building, Measuring and Managing Brand Equity (3nd ed.). Englewood Cliffs, NJ: Prentice-Hall.						
50.	Keller, K. L (2008). Strategic Brand Management: Building, Measuring and Managing Brand Equity (3nd ed.). Englewood Cliffs, NJ: Prentice-Hall.			
51.	Kelly, S. W. and. Davis , M. A., (1994),“Antecedents to Customer Expectations for Service Recovery," Joumal of Academy of Marketing Science,Vol.22 , pp. 52-61.				
52.	Kamins, M.A. & Marks, L.J. (1991). The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands, Journal of the Academy of Marketing Science, 19(3), 177-185.											
53.	Kristensen, K., A. Martensen and L. Gronholdt. 1999. Measuring the Impact of Buying Behavior on Customer Satisfaction, Total Quality Management 10: 602-614.			
54.	Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation, and Control ( 9th ed.). Prentice Hall, Upper Saddle River, NJ, USA.								
55.	Kotler, P. (2003), Marketing management (11th ed.), NJ: Prentice Hall Inc.				
56.	Kumara, V. and Shah, D., “Building and Sustaining Profitable Customer Loyalty for the 21st Century,”Journal of Retailing, 80:4, 2004, pp. 317-329。							
57.	Martin, W. C., N. Ponder, and J. E. Lueg, “Price Fairness Perceptions and Customer Loyalty in a Retail Context,” Journal of Business Research, 62:6, 2009, pp. 588-593。			
58.	Minor, D., & Morgan, J. (2011). CSR as reputation insurance: Primum non nocere. California Management Review, 53(3), 40										
59.	Miller, Janis L., Christopher W. Craighead and Kirk R. Karwan (2000), ” Service recovery:a framework and empirical investigation,” Journal of operations Management, 18, pp. 387-400.
60.	Morrison, S. and F. G. Crane (2007). Building the Service Brand by Creating and Managing an Emotional Brand Experience. Journal of Brand Management, 14(5), 410-421.			
61.	Lovelock, C.H., (1996), Service Marketing (3rd ed), New Jersey NJ: Prentice- Hall.		
62.	Lars, G. S., M. Anne, and K. Kai, “The Relationship between Customer Satisfaction and Loyalty: Cross-industry Differences,” Total Quality Management, 11:4, 2000, pp. 509-514。
63.	Oliva, T. A., Oliver, R.  L., & MacMillian, I.C.  (1992).A catastrophe model  for developing  service satisfaction strategies.	Journal of Marketing. 56(7), 83-95.		
64.	Oliver, R. L.(1981), “Measurement and Evaluation of Satisfaction Processes in Retail Settings.” Journal of Retail, 5(3), pp.25-48.
65.	Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York: Irwin/McGraw-Hill.															
66.	Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50, 135-145									
67.	Selnez, F. (1993). An Examination of tke Effest of Produst Performanse on Brand Reputation, Satizfastion and Loyalty. European Journal of Marketing, 27, 19-35.			
68.	Parasuraman, A., Zeithaml, V. A. & Berry, L. L.(1985), Problems and Strategies in Services Marketing , Journal of Marketing, 49, Spring, 33-46.								
69.	Parasuraman, A., Zeithaml, V. A.,& Berry, L. L.(1988), The SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality , Journal of Retailing, 64(1), 12-40.																		
70.	Parasuraman, A., Zeithaml, V. A., & Berry, L .L. (1991). Delivering quality service：Balancing Perceptions and Expectations.										
71.	Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual. Journal of Retailing, 64(1), 12-40.																
72.	Reichheld, F. P. and W. E. Sasser, “Zero Defeciions: Quoliiy Comes to Services,” Harvard Business Review, 68:5, 1990, pp. 105-111。										
73.	Randall G. (1997a). Do your own market research (1st ed.). California: Kogan Page Ltd.	
74.	Randall, G. (1997b). A practical guide to branding. New York: The Free Press.			
75.	Reichheld, F.F. and Sasser, W.E. (1990). Zero defections：Quality Comes to Services, Harvard Business Review,68(5),2-9											
76.	Schiffman, L. G. and L. L. Kanuk (2000). Consumer Behavior (7th ed.). Upper Saddle River, NJ: Prentice Hall.														
77.	Schmitt, B. H. (1999). Experiential Marketing: A New Framework for Design and Communications, Design Management Journal, 10(2), 10-16.						
78.	Stum, D.L., ＆ Alain T. (1991). Building CustomerLoyalty, Training and Development Journal, 45(4), 34-36.														
79.	Tonge, J., & Moore, S. A. (2007). Importance-satisfaction analysis for marine-park hinterlands: A Western Australian case study. Tourism Management, 28(3), 768- 776.		
80.	Tucci. & Talaga. (2000), “Service guarantees and customers’ evaluation of services”, Journal of Services Marketing, 11(1) pp.10~18.											
81.	Webster, F. (1994). Defining the new marketing concept. Marketing Management. 2, 22-31.
82.	Yu, C-H, Chang H-C, & Huang G-L (2006). A study of service quality, customer satisfaction and loyalty in taiwanese leisure industry. Journal of American Academy of Business, 9(1), 126-132.																	
83.	Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A MeansEnd Model and Synthesis of Evidence. Journal of Marketing, Vol.52, pp.2-22. doi: 10.2307/1251446															
84.	Zenithal, V. A.& Bitner, M. J.(1996), Services Marketing, New York, NY: The McGraw-Hill Companies. Inc.	
網路部份
1.	交通部民用航空局(2018)。上網日期2020年9月9日，取自file:///C:/Users/NINA/Desktop/%E8%8F%AF%E8%97%9D%E8%AB%96%E6%96%87%E4%B8%8B%E8%BC%89/%E9%A3%9B%E8%88%AA%E5%AE%89%E5%85%A8%E5%A7%94%E5%93%A1%E6%9C%83%E8%B3%87%E6%96%99.pdf
2.	交通部民用航空局(2020)。上網日期2020年9月9日，取自https://www.caa.gov.tw/article.aspx?a=1093&lang=1
3.	交通部觀光局觀光統計資料庫(2020)。上網日期2020年9月9日，取自https://stat.taiwan.net.tw/outboundSearch