桃園機場兩航廈的關鍵二維服務品質之比較研究

The Comparison of Perceived Key Services between Terminals at Taoyuan International Airport

彭效武(Shiaw-Wuu Perng)

《觀光與休閒管理期刊》 6卷特刊 (2018/08) Pp. 153-167

https://doi.org/10.6510/JTLM.201808_6(S).0016

摘要

國際機場是國家的門面也是國際旅客的觀光重點，本研究以桃園國際機場之國籍旅客為研究對象，分析桃園國際機場的航廈設施服務品質需求及關鍵項目。採用服務設施不同區域的架構提出服務品質構面，依Kano二維品質模式進行服務品質歸類，建立品質改善指標象限。研究顯示旅客年齡對於設施服務的重要性感知，具有顯著影響。在二維改善指標方面，I象限服務品質能夠有效提升滿意度並降低不滿意度，兩個航廈重疊的關鍵設施服務項目，包含移民署查驗護照等證件時間、檢查人員的禮貌與協助態度、移民署排隊等候時間、機場航站大廳的舒適度與整潔、等待區/登機候機室的舒適度與整潔、洗手間清潔舒適度等，是旅客特別重視的項目；而可以令旅客驚喜的共同服務項目是在改善指標IV象限的手機免費充電座服務。二維關鍵服務品質可提供機場公司的資源分配與競爭策略規劃參考，以提升並建立企業形象與旅客滿意度。

關鍵字

機場 ； 航廈設施 ； 關鍵服務 ； Kano ； 滿意度

並列摘要

An international airport is not only the facade of a country but also a tourism attraction for international travelers. The research objective is to understand the perceived key service requirements on the facilities and services offered in the two terminals. The questionnaire respondents are the nationality passengers at Taoyuan international airport in the study. The measurement indicators are based on the service sectors as passengers experienced from terminal halls to gate areas. Using Kano two-dimensional quality model, the investigated services are categorized into four quadrants for satisfaction and dissatisfaction improvement. ANOVA test showed passengers of different ages had distinct perception of the importance of facility services. The common key services in the first quadrant are time period of immigration counter checking passports, immigration inspectors’ courtesy and assistance, waiting time in line by immigration counter, comfort and cleanliness of terminal lobbies, comfort and cleanliness of waiting area/boarding room, and toilet cleanliness. Only one common key service in the fourth quadrant is free mobile phone charging which can surprise passengers. The result could provide reference for resource allocation for terminal facility to promote and establish airport’s corporate image and passengers' satisfaction.

並列關鍵字

Airport ； Terminal Facility ； Key Service ； Kano ； Satisfaction