以專家觀點評析航空公司推行網路報到服務之策略內涵

虛擬通路日益成熟，諸多服務產業廣泛使用「科技型服務接觸」取代傳統人力服務與顧客互動。以科技為介面，連結業者與顧客的服務系統被稱為「自助服務科技」。在這些科技中，網路報到更是受到航空界的青睞。如何運用企業知能，讓服務遞送程序更加合理化、人性化，驅使顧客樂於使用，是服務變革的重要關鍵。本研究旨在探討航空專家對網路報到之各項服務屬性的重要性評價，評析其意圖以探索民航科技基礎服務的商業營運模式及其層級架構。本研究藉由文獻分析法與專家座談歸納出影響顧客使用自助服務科技的關鍵因素，分別建立企業內部因素（企業目標、系統設計、服務創新與安全性）以及企業外部因素（顧客心理、顧客能力、法令規章與滿意度）的層級結構，並進行問題檢核。繼而，透過層級結構分析找出各類影響業界順利推行網路報到之關鍵指標權重，以提供策略規劃及資源配置所需。結果顯示：推動網路報到應該先考量企業內部因素，再考量企業外部因素。就前者而言，首重安全性，其次分別是服務創新、系統設計及企業目標。就後者而言，首重顧客滿意度，其次分別是顧客心理、法令規章及顧客能力。相關建議策略亦於內文提出。

關鍵字

自助服務科技；網路報到；層級結構分析

並列摘要

As virtual channels on the Internet grow full-blown, many service providers gave started to widely adopt ”technology-based service encounters” to replace the traditional manpower service for interaction with customers. Such service systems that connect business providers and customers with technology-based interface are recognized as ”self-service technologies”. Among these self-service technologies, web check-in has attracted increasing attention of the aviation industry, and been widely adopted. As a result, how could service providers utilize their enterprising intellectual capacity to make the service process of web check-in more reasonable, humanistic, and enjoyable for customers is a key issue of service reform. This study aimed to analyze the significance evaluation by aviation experts on various service attributes of web check-in, in order to evaluate and analyze their the business model of the aviation industry in promoting technology-based service and their hierarqchical appraisal system. First; this research used literature analysis and expert interviews to generalize the key factors affecting customers' usage of self-service technology established the internal factors of businesses (business goal, system design, service innovation and safety) and hierarchical appraisal system of external factors (customers' mentality, customers' ability, legal regulations and customers’ satisfactions), and invited experts to evaluate the appropriateness of the questionnaire and screen items. In addition, this study used Analytical Hierarchy Process to find the weights of the key indicators that affect the successful promotion of web check-in, in order to meet the services strategy planning and resource allocation. The results showed that the internal factors of businesses should be taken into account prior to the external factors when promoting web check-in. The priority of internal factors is in the order of safety, service innovation, system design, and business goal. The priority of external factors is in the order of customer satisfactions, customers' mentality, customers' ability, and legal regulations. Relevant management implications and suggested strategies are also provided.