摘要
台灣在1987年實施開放天空政策，放寬對航空業的管制，使得LCC藉此契機進入市場，至今市占率也已突破10%，但在2015年，民航局也發現受理的航空投訴案件中，LCC將近占了50%，因此要求LCC要加強服務補救，代表LCC在服務補救方面需要加強，再加上過去鮮少研究討論LCC服務補救，故本研究也將探討此議題。
過去文獻在探討服務補救時，一般會透過衡量三構面的認知公平來判斷補救好壞，但近期有學者提出四個構面的認知公平適配度更佳，故本研究也採用四構面的認知公平進行探討，而根據過去文獻發現服務失敗嚴重性與補救措施皆會影響認知公平，故本研究也將這兩個變數作為前因進行探討，並且探討四個認知公平是否都對補救滿意度有影響。此外LCC強調價格的優勢，故本研究還加入了知覺價格，探討旅客是否會因為票價便宜，就對LCC的服務失敗與補救較可容忍。
而本研究也以SEM與複迴歸分析做為研究方法，而本研究主要是透過網路來收集問卷，問卷針對有搭乘LCC時遇到服務失敗的旅客，並詢問其對於LCC服務失敗處理之評價。
在本研究結果中發現，服務失敗嚴重性、知覺價格與補救措施皆會影響四個認知公平，但知覺價格對服務失敗與滿意度之關係的干擾效果是不顯著的，而四個認知公平也都會顯著的影響服務補救滿意度，其中又以分配公平的影響最強，且服務補救滿意度對整體滿意度有影響，但對忠誠度的影響不顯著，然而整體滿意度對忠誠卻有顯著的影響。
 
最後根據本研究之結果，提供LCC實務建議如下：
一、提供便宜的票價時，仍需注意服務失敗的發生，但可採取成本較低的補救策略
二、明確告知旅客，LCC對程度較低的服務失敗不會補償，以避免旅客對補償結果期望過高；而針對服務失敗嚴重的情形，則須提供補償
三、主動的告知資訊與建立問題處理的SOP
四、服務失敗發生時，員工應出面說明與道歉

LCC grows quickly in Taiwan owing to the “Open Sky’’ policy. However, LCC has lots of complaint cases due to poor service recovery. In addition, the issue of LCC service recovery is seldomly dicussed in the prevoius research, which stands for the importance of this research.

In previous research, service recovery is usually evaluated by the 3 factors model of perceived justice. However, Colquitt (2001) found that interpersonal and informational justice are having different meanings, and the 4 factors model is having better goodness of fit. Therefore, the 4 factors model is adopted as the framework of this research, then we will explore the antecedents and consequences of perceived justice, where antecedents include severity of service failure, perceived price and recovery attributes, consequences include service recovery satisfaction, overall satisfaction and loyalty. Therefore, our research uses SEM and multiple regression analysis as research method. Finally, we get 210 valid qustionnaires by internet.

Our results show that all of the antecedents are having impact on perceived justice. However, the effect of perceived price moderate is not significant. In addition, All 4 factors of perceived justice affect service recovery satisfaction. And we also found that service attributes have different influence on distributed justice when severity of service failure is different.
Based on the result, there are four suggestions to LCC：
1. When LCC tickets are cheap, LCC can choose cheaper recovery strategies, but LCC still has to pay more attention on service failure.
2. There is no need for LCC to compensate when service failure is not severe. But passengers should be compensated for the losses when service failure is severe.
3. Provide information initiatively and build service recovery SOP.
4. LCC employees should apologize and explain the reason of service failure when service failure accured.

參考文獻
一、 中文部分
1. 張有恆(2008)，航空業經營與管理，華泰書局。
2. 張有恆(2013)，現代運輸學，華泰書局。
3. 辛孟鑫(2014)，「2014年世界低成本航空研討會」出國報告書。
4. 辛孟鑫(2015)，「2015年世界低成本航空研討會」出國報告書。
5. 周逸衡、凌儀玲、劉宜芳(譯) (民101)。服務業行銷七版(原作者：Christopfher Lovelock & Jochen Wirtz)。新北市：華泰文化。
6. 陳順宇(2005)，多變量分析(第四版)，華泰書局。
7. 蕭文龍(2014)，多變量分析最佳入門實用書(第二版)，碁峰資訊 。
8. 陳順宇、陳譽仁(2015)，結構方程模式中介與干擾效果，三民書局。
二、 英文部分
1. Akamavi, R. K., Mohamed, E., Pellmann, K., & Xu, Y. (2015). Key determinants of passenger loyalty in the low-cost airline business. Tourism Management, 46(2), 528-545.
2. Augusto de Matos, C., Vargas Rossi, C. A., Teixeira Veiga, R., & Afonso Vieira, V. (2009). Consumer reaction to service failure and recovery: the moderating role of attitude toward complaining. Journal of Services Marketing, 23(7), 462-475.
3. Bell, C. R., & Zemke, R. E. (1987). Service breakdown: the road to recovery. Management review, 76(10), 32.
4. Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents. The Journal of Marketing, 54(1), 71-84.
5. Blodgett, J. G., Hill, D. J., & Tax, S. S. (1997). The effects of distri butive, procedural, and interactional justice on postcomplaint behavior. Journal of Retailing, 73(2), 185-210.
6. Boshoff, C. (1999). Recovsat An Instrument to Measure Satisfaction with Transaction-Specific Service Recovery. Journal of Service Research, 1(3), 236-249.
7. Chebat, J. C., & Slusarczyk, W. (2005). How emotions mediate the effects of perceived justice on loyalty in service recovery situations: an empirical study. Journal of Business Research, 58(5), 66
8. Chelminski, P., & Coulter, R. A. (2011). An examination of consumer advocacy and complaining behavior in the context of service failure. Journal of Services Marketing, 25(5), 361-370.
9. Colquitt, J. A. (2001). On the dimensionality of organizational justice: a construct validation of a measure. Journal of Applied Psychology, 86(3), 386.
10. Colquitt, J. A., Conlon, D. E., Wesson, M. J., Porter, C. O., & Ng, K. Y. (2001). Justice at the millennium: a meta-analytic review of 25 years of organizational justice research. Journal of Applied Psychology, 86(3), 425.
11. Craighead, C. W., Karwan, K. R., & Miller, J. L. (2004). The effects of severity of failure and customer loyalty on service recovery strategies. Production and Operations Management, 13(4), 307-321.
12. Del Río-Lanza, A. B., Vázquez-Casielles, R., & Díaz-Martín, A. M. (2009). Satisfaction with service recovery: Perceived justice and emotional responses. Journal of Business Research, 62(8), 775-781.
13. Etzel, M. J., & Silverman, B. I. (1981). A managerial perspective on directions for retail customer dissatisfaction research. Journal of Retailing. 57(9), 124-136.
14. Fourie, C., & Lubbe, B. (2006). Determinants of selection of full-service airlines and low-cost carriers—A note on business travellers in South Africa. Journal of Air Transport Management, 12(2), 98-102.
15. Gefen, D., & Devine, P. (2001). Customer loyalty to an online store: the meaning of online service quality. ICIS 2001 Proceedings, 80(12), 613-617
16. Goodwin, C., & Ross, I. (1992). Consumer responses to service failures: influence of procedural and interactional fairness perceptions. Journal of Business research, 25(2), 149-163.
17. Greenberg, J. (1990). Organizational justice: yesterday, today, and tomorrow. Journal of management, 16(2), 399-432.
18. Greenberg, J., & Cropanzano, R. (1993). The social side of fairness: Interpersonal and informational classes of organizational justice. Justice in the workplace: Approaching fairness in human resource management, Lawrence Erlbaum Associates, Hillsdale, NJ. 79-103
19. Hess, R. L., Ganesan, S., & Klein, N. M. (2003). Service failure and recovery: the impact of relationship factors on customer satisfaction. Journal of the Academy of Marketing Science, 31(2), 127-145.
20. Hoffman, K. D., Kelley, S. W., & Rotalsky, H. M. (1995). Tracking service failures and employee recovery efforts. Journal of Services Marketing, 9(2), 49-61.
21. Jacoby, J., Olson, J. C., & Haddock, R. A. (1971). Price, brand name, and product composition characteristics as determinants of perceived quality. Journal of Applied Psychology, 55(6), 570.
22. Karatepe, O. M., & Ekiz, E. H. (2004). The effects of organizational responses to complaints on satisfaction and loyalty: a study of hotel guests in Northern Cyprus. Managing Service Quality: An International Journal, 14(6), 476-486.
23. Kim, T. T., Kim, W. G., & Kim, H. B. (2009). The effects of perceived justice on recovery satisfaction, trust, word-of-mouth, and revisit intention in upscale hotels. Tourism Management, 30(1), 51-62.
24. Krishna, A., Dangayach, G. S., & Jain, R. (2011). Service recovery: Literature review and research issues. Journal of Service Science Research, 3(1), 71-121.
25. Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: a field study. Journal of Marketing research, 30(5) 234-245.
26. Mattila, A. S., & Cranage, D. (2005). The impact of choice on fairness in the context of service recovery. Journal of Services Marketing, 19(5), 271-279.
27. Maxham III, J. G., & Netemeyer, R. G. (2002). A longitudinal study of complaining customers’ evaluations of multiple service failures and recovery efforts. Journal of Marketing, 66(4), 57-71.
28. McCollough, M. A., Berry, L. L., & Yadav, M. S. (2000). An empirical investigation of customer satisfaction after service failure and recovery. Journal of Service Research, 3(2), 121-137.
29. Mellat-Parast, M., Golmohammadi, D., McFadden, K. L., & Miller, J. W. (2015). Linking business strategy to service failures and financial performance: Empirical evidence from the US domestic airline industry. Journal of Operations Management, 38(9), 14-24.
30. Nagar, K. (2013). Perceived service quality with frill and no-frill airlines: an exploratory research among Indian passengers. Prestige International Journal of Management and Information Technology-Sanchayan, 2(1), 63-74.
31. Nikbin, D., Ismail, I., Marimuthu, M., & Armesh, H. (2012). Perceived justice in service recovery and switching intention: Evidence from Malaysian mobile telecommunication industry. Management Research Review, 35(3/4), 309-325.
32. Nikbin, D., Marimuthu, M., Hyun, S. S., & Ismail, I. (2015). Relationships of perceived justice to service recovery, service failure attributions, recovery satisfaction, and loyalty in the context of airline travelers. Asia Pacific Journal of Tourism Research, 20(3), 239-262.
33. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(11)460-469.
34. Ryan, C., & Birks, S. (2006). Passengers and low cost flights: evidence from the Trans-Tasman routes. Journal of Travel & Tourism Marketing, 19(1), 15-27.
35. Sengupta, A. S., Balaji, M. S., & Krishnan, B. C. (2015). How customers cope with service failure? A study of brand reputation and customer satisfaction. Journal of Business Research, 68(3), 665-674.
36. Smith, A. K., & Bolton, R. N. (1998). An experimental investigation of customer reactions to service failure and recovery encounters paradox or peril? Journal of Service Research, 1(1), 65-81.
37. Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 36(3), 356-372.
38. Spreng, R. A., Harrell, G. D., & Mackoy, R. D. (1995). Service recovery: impact on satisfaction and intentions. Journal of Services Marketing, 9(1), 15-23.
39. Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: implications for relationship marketing. The Journal of Marketing, 62(4) 60-76.
40. Wang, T.S., Wu, W.C., Lin, H.H., Wang, Y.Y. (2011). The relationship of service failure severity, service recovery justice and perceived switching costs with customer loyalty in the context of e-tailing. International Journal of Information Management. 31(4), 350-359.
41. Wen, B., & Geng-qing Chi, C. (2013). Examine the cognitive and affective antecedents to service recovery satisfaction: A field study of delayed airline passengers. International Journal of Contemporary Hospitality Management, 25(3), 306-327.
42. Weun, S., Beatty, S. E., & Jones, M. A. (2004). The impact of service failure severity on service recovery evaluations and post-recovery relationships. Journal of Services Marketing, 18(2), 133-146.
43. Yang, J. Y., & Liu, A. (2003). Frequent Flyer Program: a case study of China airline's marketing initiative—Dynasty Flyer Program. Tourism Management, 24(5), 587-595.
44. Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799-822.
45. Yeung, S., Tsang, N., & Lee, Z. (2012). An Importance–Performance Analysis of Low Cost Carriers in Asia. International Journal of Hospitality & Tourism Administration, 13(3), 173-194.
46. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 52(7) 2-22.
47. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. the Journal of Marketing, 60(4) 31-46.
 
三、 網站資料
1. 交通部民用航空局:http://www.caa.gov.tw
2. 交通部觀光局:http://taiwan.net.tw/
3. 台灣虎航:http://www.tigerair.com/tw/zh/
4. 捷星亞洲航空:http://www.jetstar.com/us/en/home
5. 酷航:http://www.flyscoot.com/index.php/zhtw/
6. 宿霧太平洋航空:www.cebupacificair.com
7. 亞洲航空:www.airasia.com
8. 樂桃航空:www.flypeach.com/tw/home.aspx
9. 釜山航空:http://www.airbusan.com/AB/airbusan/CN/main.jsp
10. 香草航空:www.vanilla-air.com/tw
11. 威航:www.flyvair.com
12. 中央社：https://tw.news.yahoo.com/%E5%8F%B0%E7%81%A3%E5%BB%89%E8%88%AA%E5%B8%82%E5%8D%A0%E7%8E%87-%E5%8D%87%E8%87%B37-2-120221323.html
13. 蘋果即時：http://www.appledaily.com.tw/realtimenews/article/new/20140722/437591/
14. 全球中央：http://www.cna.com.tw/topic/newsworld/42-1/201312310006-1.aspx
15. 全球新聞網：https://video.udn.com/news/364505
16. 國際民航：http://editor.caacnews.com.cn/mhb/html/2014-03/31/content_135887.htm
17. 民航資源網：http://news.carnoc.com/list/318/318532.html
18. 聯合晚報：http://www.backpackers.com.tw/forum/showthread.php?t=1429134
19. 維基百科：https://zh.wikipedia.org/wiki/Wikipedia:%E9%A6%96%E9%A1%B5
20. 中國時報：https://tw.mobi.yahoo.com/travel/%E9%87%8D%E8%A4%87%E8%A8%82%E5%96%AE%E6%8B%92%E9%80%80%E7%A5%A8-%E5%BB%89%E8%88%AA%E5%8F%88%E7%88%86%E7%88%AD%E8%AD%B0-215008974.html