许红军 李欣 白敏杰

摘  要：经济新常态下，航空业在市场中的竞争越来越激烈，因此，文章着重对区域性航空公司的服务流程体验进行研究，旨在为国内区域性航空公司提升顾客的购票粘性提供有益借鉴。为此，以228份来自区域性航空公司的调研问卷为研究样本，探讨顾客服务流程体验如何通过满意度提升对该服务品牌的忠诚度和信任度，以此提升用户黏性。实证分析结果表明：顾客的服务流程体验与其满意度显著正相关;顾客满意度对品牌信任与品牌忠诚均有显著正向影响;顾客满意度在服务流程体验与品牌信任和品牌忠诚间起部分中介的作用;企业声誉仅在顾客满意度与品牌信任间具有调节作用。

关键词：服务流程体验;顾客粘性;顾客满意度;品牌信任;品牌忠诚

中图分类号：F252.8    文献标识码：A

Abstract： Under the new normal of economy， the competition in the aviation industry is becoming increasingly fierce in the market. Therefore， this paper focuses on the study of the service process experience of regional airlines， aiming to provide useful reference for domestic regional airlines to improve customers' ticketing stickiness. To this end， this paper uses 228 survey questionnaires from regional airlines as research samples to explore how customer service process experience enhances loyalty and trust to the service brand through satisfaction， and thus enhances customer engagement. The empirical analysis results show that： the customer's service process experience is significantly positively correlated with their satisfaction; customer satisfaction has a significant positive effect on brand trust and brand loyalty. Customer satisfaction partly mediates the relationship between service process experience and brand trust and brand loyalty. Corporate reputation only moderates the relationship between customer satisfaction and brand trust.

Key words： service process experience; customer stickiness; customer satisfaction; brand trust; brand loyalty

0  引 言

航空业是世界上占主导地位的服务行业之一，航空公司的服务品质和用户体验已逐渐成为乘客关注的焦点，服务质量逐渐成为航空公司扩大市场地位的核心竞争力。品牌被视为一种无形资产，是消费者借以识别企业商品或服务的依据，并且品牌有助于企业开拓市场，提升企业的竞争力[1]。在众多的营销变量中，服务质量被证明是提高航空公司竞争优势的关键因素之一[2]。在竞争激烈的外部环境中，通过提升服务质量打造核心品牌，提高顾客对航空公司品牌的认同度，成为我国区域性航空公司获取竞争优势的重要途径。……