基於社會及經濟的發展，現今對航空業的需求越來越高，顧客期望得到高水平的服務。眾航空公司致力提供高品質的服務以滿足顧客的需求，同時也在創造顧客價值，讓該公司在市場上處於更有利的位置。這當中的顧客價值是預測消費者未來行為的意願及購後行為的關鍵因素，顧客價值可有不同的面向，然而，納入顧客價值可有不同的面向，航空業顧客的情緒及社交價值的研究卻不多，且對於顧客價值的下游影響也有待更多研究來加以檢驗。
本研究使用SSQAI模型和顧客價值理論為基礎，針對受訪旅客最近一次航旅經驗，調查服務品質的評價對顧客價值與購後行為、品牌原諒的影響關係。559份問卷調查的分析結果顯示，有形的物理環境和通路的服務質量都正向影響顧客價值（功能價值、情感及社會價值），而結果質量則正面影響功能和情感價值，然而，互動質量與顧客價值卻沒有顯著關係。另一方面，三種顧客價值都會影響購後行為，但只有社會價值的影響較為全面，可提升忠誠度、最高願付價格，並降低轉換航空公司品牌的可能。又功能價值和社會價值均能對品牌原諒產生正面的影響。本研究能為航空公司提供有益的建議，提高其經營績效。

Based on the development of society and economy, the demand for the aviation industry is increasing nowadays. Customers also expect high-quality services. While airlines strive to provide high-level service and meet people’s demands, they are also providing value, which puts them in an advantageous position in the long run. At the time, customer value is a key factor in predicting consumers’ future behavioral intentions, and it can have different aspects. Although this point is emphasized, there is very little research in the aviation industry on building the emotional and social value, and the downstream impact of customer value needs more research to be tested.
Based on the SSQAI model and customer value theory, the object of this research is to inquire into the impact of service quality evaluation on customer value, post-purchase behavior, and brand forgiveness on the basic of the recent flight experience of the interviewed passengers. The analysis results of 559 valid questionnaires revealed that passengers pay more attention to the tangible dimensions of service quality, as both physical environment and access quality significantly and positively influence customer value (functional, emotional and social value), while the outcome quality significantly and positively affects the functional and emotional value. Nevertheless, the results indicated that there is no significant effect of interaction quality on customer value. In addition, although the three types of customer value would affect post-purchase behavior, only social value has a more comprehensive impact, which can increase loyalty and willingness to pay, and reduce the possibility of switching airlines. Both functional and social value have a positive impact on brand forgiveness. This research provides useful suggestions for the management of airlines to improve their operating performance.

論文審定書-----------------------------------------------i
ACKNOWLEDGEMENT----------------------------------ii
摘要--------------------------------------------------------iii
ABSTRACT-------------------------------------------------iv
TABLE OF CONTENTS----------------------------------v
LIST OF FIGURES----------------------------------------vii
LISTS OF TABLES----------------------------------------viii
CHAPTER ONE - INTRODUCTION--------------------1
1.1 Demand for world air transport-----------------1
1.2 Conceptual Background--------------------------3
1.3 Motivation and Purpose--------------------------8
CHAPTER TWO - LITERATURE REVIEW-------------11
2.1 Service Quality in the Aviation Industry------11
2.2 Customer value the--------------------------------25
2.3 Post-purchase behavior--------------------------29
2.4 Brand forgiveness----------------------------------33
CHAPTER THREE - METHODOLOGY-----------------35
3.1 Research Framework and Hypotheses--------35
3.2 Participants and Procedures---------------------39
3.3 Measures----------------------------------------------40
CHAPTER FOUR – DATA ANALYZE AND RESULT---49
4.1 Pre-Test------------------------------------------------49
4.2 Final survey-------------------------------------------56
CHAPTER FIVE – GENERAL DISCUSSION AND IMPLICATIONS--------------------------------------------67
5.1 Summary of the Conceptual Result------------67
5.2 Theoretical Implications--------------------------74
5.3 Practical Implications------------------------------75
5.3 Research Limitations and Future Research---77
REFERENCE------------------------------------------------79
APPENDIX – ONLINE SURVEY--------------------------92

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