Institute of Transportation, MOTC

      The past literature seldom discusses airline’s integrated factors of corporate image, service quality on the impact of customer satisfaction. The SEM analysis is applied to validate the the cause-result relationship of research structure to find out the direction for airlines to improve their performance and offer better choices for customers. The findings indicate that the corporate image has the highest factor loading. Thus, it shows that the coporate image with service quality toward customer satisfaction will help to promote its competitive power and further increase its profit.
       Further, other findings also reveal that it has an 83.69% opportunities for female taking flight is for travel, it shows that the female travel consumption market is fast growing. Moreover, female especially emphasizes on corporate image more than its service quality and satisfaction. Therefore, airlines should adopt marketing strategies to streghen customer’s satisfaction to enhance their willingness of ticket repurchasing and flight taking from service quality improvement. At last, the final result should be as a reference for airlines to develop strategies with market competition. And finally, it can facilitate to improve the service quality of airline market and shape the win-win situation.