以關鍵事件技術及劇場理論探討航空公司服務遞送滿意之研究──以臺港航線為例

APPLYING THE CRITICAL INCIDENT TECHNIQUE ANDDRAMATURGICAL THEORY TO MEASURE THE AIRLINES SERVICE-DELIVERY SATISFACTION─AN EMPIRICAL STUDY OF TAIWAN-HONG KONG ROUTE

依據物競天擇理論，界定利基是物種求取生存的首要課題。競爭激烈的臺港航線，業者逐漸重視其產品的獨特性，以便設計競爭者難以仿效的區隔策略。本文利用立意抽樣法，以關鍵事件技術蒐集影響顧客滿意的意見，配合劇場理論、多變量分析、Aiken 內容效度與同質性信度、參照單位分析法進行差異分析，並繼以歸納各業者的優勢服務利基。本研究發現甲公司長期「以客為尊」已成為其鮮明特色；乙公司則以場景、人本思維及飛安形象掛帥；丙公司以兩岸三地密集的路網及票價區隔市場；丁公司擁有優質的「經驗及專業知識」、空中餐飲及飛安形象。本研究提供一套簡易而嚴謹的自我評量模式，幫助業者檢視過去的努力是否已經產生期望效果，並辨識當下所面臨的潛在問題，裨益動態調整服務策略，以促進服務遞送系統與目標顧客的正向循環。

According to the “Theory of natural selection”, the priority for any speciesto survive is to identify its propitious niche. Due to the intense competition onthe Taiwan-Hong Kong route, airlines pay more serious consideration to focusthe uniqueness of their products to create the market segmentation strategiesthat are difficult to be duplicated by their competitors. This paper adopted“Purposeful sampling” and “Critical incident technique” to gather thosecritical events that will influence the customers’ satisfaction. We also appliedwith “Dramaturgical theory”, “Multivariate analysis”, “Aiken content validityand Aiken homogeneity reliability” and “Ridit analysis” in analyzing theadvantages of the competitors’ niche and segregated with their superior serviceamong different airlines. The results indicated that Airline A was flattered by thecustomers as “customers always come first”. Airline B took a lead on “setting”,“humane thoughts” and “safety”. Airline C differentiated itself by establishingfrequent schedules to China and segmenting the air-market. Airline D gained itsstrength on “experience and professionalism”, “meals” and “safety”. Thispaper provides useful references for airlines in developing the critical strengthunder control or reinforcing the critical strength not fully in control.