Importance-Performance Analysis of Service Education Training

Abstract

Background/Objectives: This study attempted to analyze the importance and performance of service education training for flight attendants at ‘A’ Airlines in Korea. Methods/Statistical Analysis: For this, data were collected from airline cabin crew to conduct paired sample T-test and the priority between items with significant differences and each selected item was explored. Also using IPA methods, items of ‘concentrate here’, ‘keep up the good work’, ‘low priority’, and ‘possible overkill’ were derived. Findings: In the result of IPA in service education training, the first quadrant ‘concentrate here’area that needed most effort was found to be ‘aviation English’. The second quadrant ‘keep up the good work’ area is an area with high importance and performance and it includes basic manners, conversation etiquette, appearance and attire, manners and etiquette, service mind, crew standards and working relations, swimming and emergency door operation,aircraft structure, evacuation drills, firefighting training, emergency patient treatment, and sales of duty-free merchandise. Third quadrant ‘low priority’ area is an area with both low importance and performance and this includes multicultural awareness, understanding of company or organization, understanding of aviation laws and flight regulations, service product knowledge, tickets and immigration regulations, in-flight service items usage, aviation Japanese, and aviation Chinese. The fourth quadrant ‘possible overkill’ area is an area with low importance but high performance. And this area includes aviation security and industrial accident prevention, alcohol and food and beverage services, and customer interaction guidance. Improvements/Applications: By analyzing education training programs conducted at ‘A’ airlines in Korea, the study tried to provide future education training program improvement and useful perspective on program development direction.