桃園國際機場陸側服務品質屬性與優先改善順序

LANDSIDE SERVICE QUALITY ATTRIBUTES AND THEIR IMPROVEMENT PRIORITY: AN EMPIRICAL STUDY OF TAOYUAN INTERNATIONAL AIRPORT

賀天君(Tien-Chun Ho) ； 顏進儒(Jin-Ru Yen)

《運輸計劃季刊》 46卷4期 (2017/12) Pp. 319-341

摘要

過去許多研究透過量化方法衡量國際機場績效，但無研究整合Kano二維品質模式與重要度績效分析評估國際機場服務品質。本文基於桃園國際機場之立場，針對臺灣桃園國際機場之入出境旅客進行問卷調查，藉由服務品質(SERVQUAL)架構，構建臺灣桃園國際機場服務品質評估模式。透過問卷所得資料，探求臺灣桃園國際機場服務品質屬性及旅客重要度與滿意度。研究結果顯示，臺灣桃園國際機場服務品質屬性中，7項為一維品質，25項為必需品質，13項為無差異品質。在重要度與滿意度方面，分別以「清晰的登機廣播」與「機場人員服務態度」為首要，「候機室設備舒適度」則為最優先改善之項目。本文研究結果，可提供臺灣桃園國際機場作為未來擬定營運策略之重要參考依據。

關鍵字

桃園國際機場 ； 服務品質 ； Kano模式 ； 重要度績效分析

並列摘要

A number of airport studies have contributed to measuring airport performance through quantitative approaches, but none of them have applied and combined Kano's model and importance-performance analysis to evaluate international airport service quality. Based on Taiwan Taoyuan International Airport's (TTIA) orientation, this paper implemented a questionnaire survey for passenger in Taiwan Taoyuan International Airport. Considering SERVQUAL frameworks and then obtaining by questionnaires to construction and implication the service quality, importance and satisfaction of Taiwan Taoyuan International Airport. The research results indicate that there are (1) seven service qualities attribute to one-dimensional quality, (2) twenty-five qualities attribute to must-be quality, and (3) thirteen qualities attribute to indifferent quality. The overall evaluation illustrates that the 'boarding broadcast clearly' and 'service attitude of terminal staff' are the primary rating criterion for importance and satisfaction survey, and ＂departure lounge＂ is the highest priority for the improvement project. These results can provide as a good reference for TTIA to create operating strategies.

並列關鍵字

Taoyuan International Airport ； Service quality ； Kano's model ； Importance- performance analysis

參考文獻

O’Sullivan, E. L., Marketing for Parks, Recreation, and Leisure, State College: Venture, Pennsylvania, 1991.

Lubbe, B., Douglas, A., and Zambellis, J., “An Application of the Airport Service Quality Model in South Africa”, Journal of Air Transport Management, Vol. 17, No. 4, 2011, pp.224-227.

Airport Council International, “Airport Service Quality”, http://www.aci.aero/Airport-Service-Quality/ASQ-Testimonials, Retrieved October 24, 2016.

SKYTRAX, “Airport and Airline Rating”, http:// www.worldairportawards.com /Awards/world_airport_rating.html, Retrieved October 24, 2016.

中華民國交通部觀光局，「中華民國國民出國按搭乘交通工具及出境港口分」，http://recreation.tbroc.gov.tw/asp1/statistics/year/INIT.ASP ，民國105 年。