Service Quality of Domestic Thai Airlines

泰國航空公司的服務品質

彭川恭(Pongsakorn Ngamsom) ； 蘇衍綸(Yen-Lun Su)

《社區永續觀光研究》 2卷2期 (2018/12) Pp. 19-44

https://doi.org/10.6744/SCTS.201812_2(2).0002

摘要

This study examines the gaps between passengers' expected and perceived service quality for low-cost airlines and full-service airlines in Thailand. Passengers of low-cost airlines and full-service airlines at Bangkok Suvarnabhumi and Bangkok Don Muang International Airport were surveyed regarding their experiences with airline service. A modified SERVQUAL, which comprises 22 items of service perceptions representing five dimensions of service, was used to measure passengers' expected and perceived service quality. A total of 800 valid questionnaires were collected and analyzed. Results indicate that passengers of full-service airlines perceived significantly higher means of service quality in each of five dimensions than those of low-cost airlines. Means of perceived service quality were significantly higher than expected ones in three dimensions being tangibles, reliability, and responsiveness for passengers of full-service airlines. Passengers of low-cost airlines perceived significantly higher means than expected ones only in tangibles dimension. Results of importance performance analysis showed that seven out of 22 attributes of service quality were categorized into areas of concentration for full service airlines. Only four attributes of service quality were categorized into areas of concentration for low cost airlines. Discussion, limitations and future recommendations were discussed.

關鍵字

expected service quality ； perceived service quality ； SERVQUAL ； full-service airlines ； low-cost airlines ； importance performance analysis

並列摘要

本研究探討泰國一般航空和廉價航空旅客所期望和實際感受的服務品質。使用問卷調查法，研究工具為SERVQUAL量表，包括5個構面22個題項。本研究在泰國曼谷蘇汪納蓬國際機場和廊曼國際機塲，針對一般航空和廉價航空旅客各發放450份問卷，共回收有效問卷800份。研究結果顯示，一般航空旅客所實際感受的服務品質五個構面平均值，均顯著高於廉價航空旅客。一般航空旅客實際感受高於期望值的服務品質構面為有形性、可靠性和反應性等三個構面，而對廉價航空旅客而言，僅有形性構面的實際感受高於期望值。重要表現程度分析法的結果顯示，一般航空在服務品質22個題項中有7項是列為需要聚焦的象限一，而廉價航空列在象限一需要聚焦的僅有4項。研究結果可提供泰國一般航空公司和廉價航空公司作為改善服務品質參考。

並列關鍵字

期望的服務品質 ； 實際感受的服務品質 ； SERVQUAL ； 一般航空 ； 廉價航空 ； 重要表現程度分析法