摘要
本研究探討越南航空知覺價格公平，服務品質，滿意度和乘客購買意願之間的相互關係。以收集乘客與越南航空飛行的數據來進行研究，共有205份有效問卷，回收率為68.33％。結構方程建模(SEM)用於測試假設。結果驗證大多數研究假設的概念模組的經驗和可靠性: (1)服務品質，(包括有形因素，響應性，可靠性三個因素)與感知價格公平性對客戶滿意度有顯著的正向直接影響; (2)滿意度與購買意願有顯著相關性; (3)服務品質和感知價格對滿意度作為調節的購買意願之間的影響。最後，討論到了具體的理論和管理意義。
關鍵詞：知覺價格公平、服務品質、滿意度、購買意願、越南航空、結構模型方程式(SEM)
Abstract
This study aims to examine the interrelationships among service quality, perceived price fairness, satisfaction and the purchase intention of air passengers at Vietnam Airlines. An online survey is conducted to collect data from passengers who have been flying with Vietnam Airlines. With a return rate of 68.33%, a total of 205 questionnaires are valid. Structural Equation Modeling (SEM) was used to test hypotheses. The results showed the empirical validation and reliability of the conceptual model that supports most of the research hypotheses: (1) Service quality (including three factors: tangibles, responsiveness, reliability) and perceived price fairness have a significant positive and direct effect on customer satisfaction; (2) satisfaction is significantly related to purchase intention; (3) Service quality and perceived price reveal the indirect effect on purchase intentions mediated by satisfaction. Finally, specific theoretical and managerial implications are discussed.
Keywords: Perceived Price Fairness; Service Quality; Satisfaction; Purchase Intention; Vietnam Airlines; Structural Equation Model (SEM)