高雄國際機場服務品質評估與改善策略-整合IPA、三因子理論與QFD模式

Abstract

The aviation market in Asia has rapidly recovered from the global financial crisis. The Asia-Pacific nations have all made efforts trying to improve their facilities for enhancing the competitiveness of their airports. However, “service quality” would be the key factor for enhancing competitiveness of airport. The travel volume has been growing in recent years because of the cross-strait flights and tourism policy. Therefore, the quality of service offered at Kaohsiung International Airport, the gateway in southern Taiwan, should be extensively examined by conducting a customer satisfaction survey as it is drawing more attention from the public,. The goal of this research is based on improving service quality offered at Kaohsiung International Airport. The framework and the service attributes in this research are both developed from the service quality model incorporating the price dimension. The questionnaire is designed in accordance to the process which passenger will experience at Kaohsiung International Airport. The survey was conducted in the restricted departure area of KIA. The revised Importance-Performance Analysis, SERVQUAL model, Three-factor theory, Grey Relational Analysis are applied with Quality Function Deployment (QFD) to set up the priority for improvement projects basing on passenger perception. General passengers pay more attention to “proper signs located at appropriate positions”, “internet access in departure area ” and “setting luggage delivery time as one of Key Performance Indicators (KPI)”. However, leisure passengers are paying more attention to “customer-oriented service training for airport staff ”, “improving the appearance of peripheral area around the airport ” and “establishing price mechanism for dining and shopping facilities”. The result shows that the price dimension is regarded as one of the key factors in service quality and has made the analysis developed from revised IPA more consistent to the reality. Moreover, the incorporation of revised IPA, SEVQUAL model and Three- factor theory into QFD will help to develop better conclusion and enhance the value of this research.