消費者對於航空公司五感體驗之滿意度與再購意願之影響 : 以星宇航空為例

Abstract

由於，現在的旅客已不再將飛機僅視為出國的交通工具，更多的是期待從啟程到返程皆能擁有情感上的共鳴與美好體驗。在此情況下，航空公司競爭也越來越大，因此，星宇航空在開航前就一直致力於將五感體驗帶入機艙中，讓旅客的眼、耳、口、鼻及皮膚也能在空中感受到。多感官行銷已成為現代品牌經營中常見的策略之一，廣泛應用於塑造沉浸式顧客體驗。但在台灣較少看見將五感式經營應用於飛行體驗上的文獻，故本研究欲探討消費者對於飛機上五感體驗的滿意度以及五感體驗與再購意願的關係。本研究目的為(1)瞭解曾經搭乘過星宇航空的乘客在不同人口背景下對航空公司五感體驗的感受；(2)瞭解受訪者搭機時的視覺、嗅覺、聽覺、味覺與觸覺五項元素的體驗歷程與乘客滿意度的影響；(3)從旅客對五感體驗的描述與反應中，瞭解乘客對五感體驗的滿意程度與其再購意圖之影響；(4)結合研究者身為空服教官的實務觀察與受訪者分享的經驗，思考五感行銷在實際操作面上的呈現方式，並提出可能的優化方向與實務建議。本研究質性研究對於曾搭乘過星宇航空的二十位旅客進行半結構式訪談及照片引談法，訪談過程中由研究者及受訪者提供客艙、飛機餐食等照片、播放登機音樂及噴灑「星宇香」作為輔助，並利用主題分析法將受訪者的逐字稿進行編碼得到研究結果，研究結果再透過三角驗證提升可信賴度，並根據結果給予建議。透過本研究發現，五感體驗確實在情緒觸發與記憶連結上扮演關鍵角色，且不同人口背景在感受細節與行為傾向上產生差異。整體而言，星宇航空在感官行銷上的應用有效提升了乘客的情感投入與品牌忠誠度，驗證了感官體驗對消費行為產生正向影響的理論架構。本研究確認乘客對客艙體驗的重要性，希望藉由本研究彌補研究缺口及提供航空公司未來在五感設計應用上的參考依據。In recent years, air travel has evolved beyond being merely a mode of transportation, as passengers increasingly seek emotionally resonant and memorable experiences throughout their journey from departure to return. In response to the growing competitiveness within the airline industry, STARLUX Airlines has, since its inception, prioritized the integration of multisensory experiences into its in-flight services. By engaging the senses of sight, hearing, taste, smell, and touch, the airline aims to offer passengers a holistic and immersive travel experience. Multisensory marketing has become a widely adopted strategy in contemporary brand management, frequently used to create immersive consumer experiences. However, limited academic research in Taiwan has explored the application of sensory marketing within the airline cabin environment. This study therefore aims to: (1) explore how passengers with different demographic backgrounds perceive the multisensory experiences offered by STARLUX Airlines based on their past flight experiences; (2) investigate experiential processes related to the five sensory elements during their flight with STARLUX Airlines and how these experiences influence passenger satisfaction; and (3) understand the impact of customer satisfaction with sensory experiences and the influence on repurchase intention; and (4) explore how sensory marketing is operationalized by combining the researcher’s practical observations as a cabin crew instructor with the personal experiences shared by the interviewees to offer practical insights for future marketing strategies. This research adopts a qualitative methodology, employing semi-structured interviews with twenty individuals who had previously flown with STARLUX Airlines. Photo elicitation was incorporated into the interviews, utilizing four cabin images, two in-flight meal photographs, boarding music, and the airline’s signature scent as sensory stimuli. Thematic analysis was conducted to examine the interview transcripts, and triangulation was applied to enhance the credibility of the findings. The findings underscore the significance of in-flight sensory experiences in shaping passenger satisfaction. The findings indicate that multisensory experiences play a crucial role in emotional arousal and memory association, and that individuals with different demographic backgrounds exhibit varying perceptual sensitivities and behavioral tendencies. Overall, STARLUX Airlines’ application of sensory marketing effectively enhances passengers’ emotional engagement and brand loyalty, thereby supporting the theoretical framework suggesting that sensory experiences have a positive influence on consumer behavior. It is anticipated that this study will address gaps in the existing literature and serve as a valuable reference for airlines seeking to enhance customer experience and strengthen repurchase intention through the implementation of multisensory design.