運用IPA模式探討松山國際機場旅客滿意度之研究

A STUDY OF USING IPA MODEL FOR TRAVELERS SATISFACTION SURVEY OF TAIPEI SONGSHAN INTERNATIONAL AIRPORT

隨著全球化興起，機場已成為經濟活動的新核心，也是全球交通最忙碌的地方，且因為全球化帶來跨國企業的興起，服務產業已經成為所有先進國家重要經濟活動，越來越多商務旅客搭乘航空器飛行就像上一世紀搭火車一樣頻繁。爰此，本研究以松山機場為標的，針對松山機場旅客所感受之服務品質滿意度進行調查，並經由相關文獻的整理與探究，找出影響旅客對機場服務品質的各項因素，藉以探討「旅客期望之服務品質」與「旅客實際感受之服務品質」間是否有缺口，並藉由深度訪談，透過專家實際的經驗與看法，從中洞見關鍵因素後，運用IPA模式提出建議，以了解旅客所重視的服務知覺滿意度及重要度認知間之關聯性，並提供松山機場改善服務品質的方向，以達國際機場的服務水準。此外，本研究針對驗證結果提出結論與建議，可作為政府部門及航空公司業者擬定服務品質改善策略之參考。

The rising of globalization, airports nowadays had become the most bustling traffic junctions. Due to the globalization, cross-nation enterprises had emerged and the service industry had been endowed with the most vital economic core for the developed countries. More and more business passengers take aircrafts as frequently as taking the train. This study took Taipei Shongshan Airport as the subject to perform the survey of passenger satisfactory and services quality in order to improve the service quality of Taipei Shongshan Airport. Through the relevant literature review, this study identifies the factors influencing the customer perception of service quality in the airport. In addition, the gap between the “customer expectation of service quality” and “customer perception of service quality” is investigated. From the in-depth interviews with experts and their experiences and opinions, the key factors are identified. Based on Importance-Performance Analysis (IPA) model, this study aims to explain the relationships between customer/employee satisfaction and customer perceived service importance. Furthermore, this study provides suggestions for Taipei Songshan Airport to enhance their service quality to the level of international airports. Besides, the results of this study can offer the blueprint for companies and government agencies to improve service quality in the future.