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顾客与菲律宾最佳国际航空公司研究

阅读量:02021-09-15作者:文圣美来源:企业管理学类
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研究生: 文圣美
研究生(外文): MARY JOYCE BAUZON VILLAFLOR
论文名称: 顾客与菲律宾最佳国际航空公司研究
论文名称(外文): Customer Engagement of the Facebook Posts of the Top International Air Passenger Transport in the Philippines
指导教授: 家树
指导教授(外文): Chia-Shu Lin
口试委员(外文): Fen-Hua Yang、Yu-Pin Lin、Chia-Shu Lin
口试日期: 2021-07-24
学位类别: 硕士
校院名称: 真理大学
系所名称: 企业管理学系硕士班
学门: 商业及管理学门
学类: 企业管理学类
论文种类: 学术论文
论文出版年: 2021
毕业学年度: 109
语文别: 英文
论文页数: 66
中文关键词: 线上、Facebook、顾客、航空运输、菲律宾
外文关键词: Online、Facebook、Customer Engagement、Air Transportation、Philippines
相关次数:


社交媒体,特别是 Facebook,为菲律宾的航空客运与顾客互动铺平了道路。本研究的目的是确定菲律宾最佳国际航空公司的特徵,探索客户参与程度,以及了解国际航空公司特徵与客户参与程度之间的关係。这探索了来自亚州航空、菲律宾航空公司和宿务太平洋的 186 篇 Facebook 贴文。由于对菲律宾最佳航空客运线上客户参与的研究尚未得到广泛探索,因此研究人员旨在将本研究作为线上市场研究的铺路。这项研究的结果有助于菲律宾的最佳国际航空客运公司,确定他们在加强线上形象,和进一步提高线上客户参与度方面的能力。


研究结果显示,菲律宾大多数最佳国际航空客运公司都将其 Facebook 页面作为行销工具,以提供有关其新产品和服务的资息。所有最佳航空客运公司都积极促进客户参与。因此,菲律宾的所有最佳国际航空客运公司都在扩大其社交媒体的影响力,尤其是在 Facebook 上,以提升他们的客户参与度。


Social media specifically Facebook has paved the way for air passenger transports in the Philippines to engage with their customers. The purpose of this study is to identify the features, examine the level of customer engagement, as well as know relationship between the features and level of customer engagement of the top international air passenger transport in the Philippines. This examines the 186 Facebook posts from AirAsia, Philippine Airlines, and Cebu Pacific. As study on online customer engagement among top air passenger transport in the Philippines has not been widely explored, thus the researcher aims this study to serve as a gateway for online market research. The result of this study helps top international air passenger transport in the Philippines identify their capacities in enhancing their online presence and in further increase their online customer engagement.


Results showed that most of the top international air passenger transport in the Philippines use their Facebook pages as a marketing tool to provide information regarding their new products and services. All top air passenger transports were active in facilitating customer engagement. Thus, all the top international air passenger transport in the Philippines are on the edge of expanding their social media presence particularly in Facebook to increase their customer engagement.


Table of Contents
Table of Contents......................................................................... I
List of Figures...............................................................................................................................................VI
List of Tables................................................................................................................................................V
List of Photos...............................................................................................................................................VI
Chapter 1 Introduction.................................................................................................................................1
1.1Background.............................................................................................................................................1
1.2 The Purpose of the Study.......................................................................................................................3
1.3 Research Objectives...............................................................................................................................4
1.4 Scopes and Limitations..........................................................................................................................4
Chapter 2 Literature Review.......................................................................................................................6
2.1 Customer Engagement.........................................................................................................................6
2.2 Social Media.........................................................................................................................................7
2.3 Social Media and Airlines.....................................................................................................................9
2.4 Facebook Posts and MediaTypes.........................................................................................................9
2.5 Advertising and Propaganda Techniques...........................................................................................10
2.6 Research Models and Theories..........................................................................................................12
Chapter 3 Research Design and Methodology.........................................................................................16
3.1 Research Design.................................................................................................................................16
3.2 Statistical Method..............................................................................................................................19
3.3 Statement of the Problem.................................................................................................................20
3.4 Research Instrument.........................................................................................................................21
3.5 Data Collection and Procedure.........................................................................................................25
Chapter 4 Data Presentation and Analysis.............................................................................................27
4.1 Features of the Facebook Posts.......................................................................................................27
4.2 The Level of Customer Engagement of the Facebook Posts.................................................................43
4.3 Correlation Analysis..............................................................................................................................47
Chapter 5 Research Findings and Conclusions...........................................................................................51
5.1 Research Findings.................................................................................................................................51
5.2 Conclusions..........................................................................................................................................53
5.3 Recommendations...............................................................................................................................55
5.4 Significance of the Study......................................................................................................................56
References.................................................................................................................................................57
Appendix....................................................................................................................................................61


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顾客与菲律宾最佳国际航空公司研究
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