EXPLORING ANTECEDENTS OF BUSINESS CUSTOMER'S SATISFACTION AND LOYALTY OF AIR CARGO TERMINAL IN TAIWAN

Abstract

The air cargo terminals (ACTs) recently focus on developing relationship with customers to meet their requirements and enhance loyalty in the competitive environments in Taiwan. The purpose of this study is to explore the effects of service quality, innovation capability and corporate image on customer's satisfaction and loyalty of ACTs. After reviewing the literatures, the structural equation modeling (SEM) was conducted to test the research model. The data was collected from ACTs' customers by the questionnaire at Taoyuan International Airport in Taiwan. The results show that customer satisfaction has a statistical on loyalty, and service quality, innovation capability and corporate image have a positive effect on customer satisfaction respectively. Finally, this study discussed the managerial implications and offered suggestions for the future researches.