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台灣國際航空產業服務品質管理之研究
The Study ofthe Services Quality Management of theInternational Aviation Industry in Taiwan
摘要
本研究針對華航公司國際線航空公司能否滿足乘客的需求，提升各項服務品質、妥善處理乘客抱怨問題，進而影響乘客之忠誠度，並對國際航線旅客進行問卷發放。本研究結果亦發現華航公司之抱怨處理對顧客抱怨與顧客忠誠度間關係會產生影響，亦即當華航能夠針對抱怨處理做一妥善處置，則對顧客抱怨對其忠誠度之影響便會減弱。本研究結果亦發現，顧客滿意度對顧客抱怨有負向顯著影響，而顧客滿意度對顧客忠誠度有正向影響，且顧客抱怨對顧客忠誠度產生負向的影響。因此華航公司需針對相關服務人員態度給予更多在職訓練，灌輸員工需持有「顧客至上」之觀念，凡是以顧客角度出發，替顧客做設身處地之著想，包含空服員機上之服務、櫃臺人員與顧客應答或解決顧客請求之應變能力均需再加強輔導與訓練，已提高作業效率。當顧客滿意度能大幅提昇時，相對的抱怨便會減少，而忠誠度亦會提升。
並列摘要
In this study, theinternational lines for the China Airlines can meet passenger demand, improve the service quality, properly handle the complaints of passengers, thereby affecting the loyalty of passengers, and passengers on international routes questionnaire issued. The study found that China Airlines complain handling of customer complaints among the company's relationship with customer loyalty will have an impact, when China Airlines can make a deal for complaining about proper disposal, the impact on customer complaints of their loyalty will diminish. The study also found that customer satisfaction has a negative significant impact complaining customer, and customer satisfaction has a positive effect on customer loyalty and customer complaints results in a negative impact on customer loyalty. Thus China Airlines company to be given for the relevant service attitude more in-service training, indoctrination staff are required to hold ＂customer first＂ concept of, including service on the flight attendants machines, counters staff and customers to answer or resolve customer requests the resilience required to further strengthen counseling and training, has increased operating efficiency. When can significantly improve customer satisfaction, complaints will be reduced relative, and loyalty will increase.