台港航線航空服務品質與旅客滿意度之研究

Service Quality and Customer Satisfaction towards Airlines Serving Taiwan-Hong Kong Route

張詔傑(Chac-Chieh Chang) ； 郭仕堯(Shih-Yao Kuo)

《真理觀光學報》 5期 (2007/01) Pp. 31-44

https://doi.org/10.6438/TOJT.200701.0031

摘要

航空公司已不再是單純的運輸業，除了提供優惠價格、密集班次、重視飛安及快速便利的服務之外，更重要的是要清楚知道消費者的需求取向，讓民眾對於航空公司所提供的服務品質感到滿意。本研究針對經營台港航線的四家主要航空業者分析比較，結果顯示旅客選擇航空公司的主要考量因素以「飛航安全」最多，其次爲「機票價廉」、「服務態度」與「班機時刻」。旅客最重視與最滿意「班機故障、意外率低」項目。本研究改良IPA分析法，結果顯示本國籍某航空公司在台港航線此短程航線無法突顯高品質服務的優勢，必須立刻加以改善。透過本研究之分析，可使航空公司了解消費者期望之服務品質，亦可提供主管單位作爲改善航空運輸服務品質之參考依據。

關鍵字

航空業 ； 服務品質 ； 顧客滿意度 ； IPA分析法

並列摘要

Air carriers service more than a means of transportation that is confined to lower fares, flexible schedules and flight safety. Customer-orientation and the provision of high quality service to meet passengers' expectations have become predominant issues in airline operation. This paper devotes effort to investigate service quality provided by four major air carriers that operate on the Taiwan-Hong Kong route and to compare levels of satisfaction from passengers' perspective among carriers. By using questionnaire and statistical analysis, results show that the major factors that impact passengers' choices of an airline involve flight safety, low airfare, service attitude and flight schedule. Although passengers appear to be most concerned about ”mechanical failure and incidents”, they also indicate very high level of confidence in flight safety. By applying the revised importance-preference analysis (IPA) to a comparison of four main airlines, Taiwanese airlines' reputation as superior service providers do not seen to be well recognized by the passengers in the short-haul trip. The improvement of service quality on Taiwan-Hong Kong route requires immediate attention and improvement. Results derived from this study can enhance air carriers' understanding concerning the service quality as expected by consumers and, at the same time, it will provide some useful insights to concerned authorities for further refinement of the air service quality.

並列關鍵字

airlines ； service quality ； customer satisfaction ； Importance-Performance analysis

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