應用IRPA與IAA分析馬公航空站服務品質之研究

The Application of IRPA and IAA to the Service Quality of Makung Airport, Taiwan

航空旅行需求與國家的經濟發展有關，因此航空公司飛機設備新穎已非重點所在，關鍵是在組織提供之服務。顧客滿意度是旅遊服務業成功的重要指標，而服務品質則是滿意度關鍵的預測因子，好的服務品質不僅可以具競爭力，在擴大市場佔有率及投資報酬率皆有策略性的意義。馬公航空站已成為旅客與台灣之間重要橋樑，航空站經營管理走向服務化，航空運輸之目標為安全、便捷與舒適，注入以顧客為尊之服務觀念。本研究以馬公航空站之旅遊服務業為對象，透過IRPA與IAA服務品質分析法之應用，藉由實際調查資料分析所得作為其擬定營運改善服務品質的參考。

The demand of air traveling is in relation to the national economic development; therefore, the novel airplane facilities are no longer the priority to Air Company but provision of warming services, instead. Customer satisfaction is the key index to the success of hospitality industry and the service quality is the predictor of satisfaction. Good service quality can promote competitive ability; and the expanding market share and the rate of return on investment bear strategic significance. Makung Airport has become an important airway for travelers from and to Taiwan island or otherwhere, and the business management of the air station is on the way to service oriented. The goal of air transportation is safe, fast, convenient, and comfortable, and the service concept of customer first will be strictly followed. This study focuses on the touring services at Makung Airport using Impact-Range Performance Analysis (IRPA) and Impact Asymmetry Analysis (IAA) for evaluation of service quality. The field questionaire data will be used to simulate airport operation and improvement of service quality will be provided for reference.