航空業地勤服務委外經營模式之研究-以中華航空公司為例

A Research on Airline Ground Service Outsourcing Model - A Case of China Airlines Ltd.

王嘉謙(Chia-Chien Wang)

指導教授 ： 陳家祥

元智大學/管理學院/管理碩士在職專班/碩士(2013年)

https://doi.org/10.6838/YZU.2013.00067

摘要

面對近年國際航空市場逐年開放，各航空運輸業者間的競爭已日趨激烈。航空公司為了滿足全球市場的飛航需求及降低營運成本以維持企業競爭力，在拓展飛航各國航點的同時，將地勤服務業務委外經營是目前大部分航空公司的經營策略。但是如何選擇並與適當的地勤代理商合作、委外合約履約與代理品質的管控、委外效益的適切評估等，將是航空公司為降低成本並保持服務水準的重要競爭策略之一。
本研究乃以中華航空公司為研究對象，根據相關文獻整理探討、研究者次級資料蒐集、個案訪談及問卷調查結果分析發現：
一、 航空地勤委外以降低經營成本、提升企業競爭力與增加服務能耐為主要目的。對代理商之考量多以財務為主，另代理經驗、規模、品質及安全亦是其他考量重點之一。
二、 委外代理具多元合作模式。依各場站特性及航空公司不同考量，可採統包、分包代理、互惠及聯盟相互代理、投資入股或自營等不同經營模式與策略。
三、 委外合約之定期檢視，搭配系統化及品質的績效指標管理與適切的改善措施是確保服務落實的重要管控機制。
四、 委外經營效益評估主要以財務構面為主，另顧客滿意度、簡化內部流程及學習成長方面等其他優點亦可同時列入評估。故可導入平衡計分卡之四構面來做為發展全面性效益評估之衡量指標。
本研究具體貢獻期望以上述研究發現，使未來航空業地勤服務於委外經營時，能發展並提供一個較具體化之委外經營模式，俾利各航空運輸業者在日後委外經營、代理商遴選、品質管控與效益評估時之參考依據。

關鍵字

委外 ； 地勤服務 ； 顧客經驗管理 ； 平衡計分卡

並列摘要

Facing the gradual open sky policy of international aviation, the competition among airline operators has become more drastic day by day. In order to satisfy the needs of global air transport market and to lower operational costs to maintain competibability, airline companies have to expand their service points and meanwhile outsource their ground handling as a norm of operation. Yet, how to select and cooperate with a due ground handler, to manage the fulfillment of ground handling agreements, and to make proper evaluation of outsourcing efficacy are key competitive strategies of lowering costs as well as maintaining service standards.
This research aims at doing research on the case of China Airlines, basing on literature search, the researcher’s secondary data collection, case interview, and questionnaire survey & analysis. The findings are:
1. The purposes of outsourcing are mainly for lowering operational cost, enhancing corporate competibality and enlarge service capability. Consideration of selecting ground handlers is mostly based on financial aspects. Among others, handling experience, service scale, quality and flight safety are also key factors of consideration.
2. The outsourcing is seen to bear multi-cooperative formats. With a variety of station features and differentiation in airlines considerations, there exist such operational models and strategies as single full handling, separate handling, alliance priority, reciprocal handling, share-holding handling, and self-handling.
3. For regular examining of fulfillment of outsourcing contracts, monitoring mechanism with the colocation of systemized & quality-effective indicators and improvement measures is a key element to ensure the embodiment of performance & quality.
4. The outsourcing efficacy is primarily focused on financial aspect. Other benefits such as service satisfaction, internal process simplification, learning for growth and improvement, etc. are generally applied for assessment simultaneously. Thus for this research, the balanced scorecard with four-facets may be applied as measurement indicators in developing an overall effect analysis.

The specific contribution is anticipated to use the above findings to develop and provide an embodied model for ground service outsourcing in the field of aviation, thus enabling airline parties to have a good reference when it comes to outsourcing, selecting ground-handlers and implementing quality control & effectiveness assessment in the future.

並列關鍵字

Outsourcing ； Ground Service ； Customer Experience Management ； Balanced Scorecard

參考文獻

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