服務品質管理預警系統之建構與應用：以臺北松山機場為例

The Development and Application of Service Quality Warning System: An Empirical Case on Taipei Song-shan Airport

陳正雄(Jeng-Shyong Chen) ； 林淑萍(Shu-Ping Lin) ； 詹雅慧(Ya-Hui Chan)

《北商學報》 22期 (2012/07) Pp. 31-50

https://doi.org/10.29871/JNTCB.201207.0002

摘要

近年來國內交通運輸版圖因為高速鐵路通車產生劇烈變化，尤以航空市場更為顯著。日前多家航空公司已積極轉向經營國際航線以增加載客率，因此如何提昇機場之服務品質成為機場開拓並維持新服務市場之關鍵議題。藉此，本研究以旅客需求為基礎，融合管理循環之概念，結合價值缺口分析技術（VGA）以及重要─績效分析法，以及服務品質預警模式（SQWM），進而發展出建構服務品質管理預警模式（SQWS），以協助管理者持續地監控服務品質指標之執行成效，並藉此擬定改善服務缺失之具體策略。本研究透過便利抽樣法回收323份有效問卷，根據VGA分析結果顯示，22項服務品質缺失項目分別隸屬於互動性、安全性、通關效率以及舒適性構面。臺北松山機場地位的轉型的確會影響旅客對於機場服務品質之認知，因此本研究針對上述高預警程度之服務品質指標進行SQWM分析，以提供管理者作為擬定服務品質改善策略時之重要參考依據。

關鍵字

機場 ； 服務缺失 ； 服務品質預警模式(SQWM) ； 重要 - 績效分析法(IPA)

並列摘要

Since the implementation of cross straits direct flights, Songshan Airport has evolved into a hub for both domestic and across the strait air services. While the demand for the aviation transportation is rising, it becomes a critical aspect for Songsha Airport to maintain its image by means of enhancing passengers' degrees of satisfaction toward service quality (SQ) of the airport. This study is, therefore, focused on achieving passengers' needs and referring to the management cycle conception to build the service quality warning system for managers to continuously monitor the airport's SQ performance. Furthermore, the valuable gap analysis (VGA) technique and importance-performance analysis are combined to develop the SQ warring model (SQWM) to help identify service failure (SF) and then draw up more effective SF recovery blueprint. By using the convenience sampling method, 323 questionnaires were collected. The results of VGA firstly show that 22 SF indicators are related to dimensions, such as interaction, safety, passing efficiency, and comfort. This demonstrates that the changing of Songshan Airport has a significant impact on passenger perception of SQ. To improve the airport's SQ performance more effectively, SQWM is then used and some empirical suggestions are provided, based on 22 SF indicators.

並列關鍵字

airport ； service failure ； service quality warning model(SQWM) ； importance-performance analysis (IPA)