亞洲航線服務品質之跨文化觀點研究

Cross-Cultural Perspectives on Airline Service Quality in Asian Routes

陳淑娟(Shu-Chuan Chen) ； 郭仕堯(Shih-Yao Kuo)

《服務業管理評論》 8期 (2010/12) Pp. 54-70

https://doi.org/10.29858/SIMR.201012.0003

摘要

提升服務品質以確保競爭優勢已然成為航空業界的共識。當高油價風暴和全球經濟危機等負面外在條件出現時，運用有限資源進行服務品質的改善計畫尤其重要，而瞭解旅客需求即為改善服務品質的首要工作。本研究以跨文化觀點，運用改良式重要性－績效分析法，針對搭乘亞洲航線之本國和英語系國家旅客，進行服務品質重視度與滿意度之比較。研究結果顯示旅客之於服務品質的重視度認知確實因文化不同而呈現部分差異，但感受度卻相當一致，證明跨文化現象確實存在。旅客認為應優先改善的項目為「客艙座椅舒適度」、「行李運送服務流程」、「快速解決旅客抱怨」、「事後解決旅客抱怨」和「遺失行李處理態度」。建議航空公司應先定位核心價值並發展自我特色，針對以上項目訂定具體改善計畫，以避免資源浪費。

關鍵字

跨文化 ； 服務品質 ； 改良式重要性－績效分析法

並列摘要

Service quality plays the key role for airlines to win the competitive advantage, especially when the negative conditions like bumping-up oil price or global economic crisis occurs. It is important to best utilize the limited resources on uplifting the service quality rather than practice price competition. This research evaluates airlines service quality in Asian routes with cross-cultural perspectives, comparing the different perceptions between Taiwanese and passengers from English speaking countries. The collected data is analyzed by SPSS software and Refined Importance- Performance Analysis. The results indicate that passengers from English speaking countries expect less in airline service quality than Taiwanese. However, all passengers share similar perceptions on performance evaluation. ”Comfort degree of cabin seats”, ”The process of luggage delivery service”, ”Inform rapid and clear message of flight delay”, ”Immediately and proper handling with passengers' complaints” and ”Dealing with loss of check-in luggage” are five attributes which all passengers assess as important but not satisfied. Airlines should establish organizational core values and develop the practical strategies to first improve the performance of these service attributes.

並列關鍵字

cross-culture ； service quality ； Refined Importance-Performance Analysis