低成本與傳統航空公司的櫃檯服務需求與品質改善指標之比較分析

Comparison of Check-in Service Requirements and Improvement Index between Low-Cost Carriers and Legacy Airlines

本研究使用Kano二維品質模式，分析桃園機場傳統與低成本航空公司報到櫃臺服務品質需求要素與改善指標，瞭解這兩類航空公司的旅客對於服務需求認知的差異。研究顯示傳統航空旅客認為櫃檯人員能因應個別旅客不同需求，給予適當服務及即時協助是為魅力品質要素；低成本旅客認為所有櫃臺服務項目均為無差異品質要素。關於改善滿意度的影響指標分析，傳統航空的「具有積極親切的服務態度」為一維改善要素及「班機延誤時，能立即告知」為必須改善要素。而低成本航空的「班機延誤時，能立即告知」為一維改善要素。傳統航空的報到櫃臺服務品質要素歸類與改善指標特性明顯不同於低成本航空。比較整體滿意度與不滿意度改善指標之平均值，傳統航空明顯高於低成本的，顯示低成本航空旅客櫃臺滿意度比較不容易受到服務績效的影響。 The finding of service-quality classification for airline check-in counters is the main purpose of the study. The Kano two-dimensional model was applied on the passengers’ service expectations of low-cost carriers and legacy airlines at Taoyuan International airport. The results show that being sensitive by counter staff to individual needs and wants can make respondents feeling warm for legacy airlines, and is classified as the attractive quality. For low-cost carriers, most respondents considered the indifferent quality is the only one classified quality as needed. About the impact index of improving satisfaction or preventing dissatisfaction, staff being polite and courteous is a one-dimensional service impact item for legacy airlines. In addition, passengers being informed immediately in case of the flight being delayed is a must-be service impact item. By contrast, passengers being informed immediately in case of the flight is delayed is a one-dimensional service impact item for low-cost carriers.

The finding of service-quality classification for airline check-in counters is the main purpose of the study. The Kano two-dimensional model was applied on the passengers’ service expectations of low-cost carriers and legacy airlines at Taoyuan International airport. The results show that being sensitive by counter staff to individual needs and wants can make respondents feeling warm for legacy airlines, and is classified as the attractive quality. For low-cost carriers, most respondents considered the indifferent quality is the only one classified quality as needed. About the impact index of improving satisfaction or preventing dissatisfaction, staff being polite and courteous is a one-dimensional service impact item for legacy airlines. In addition, passengers being informed immediately in case of the flight being delayed is a must-be service impact item. By contrast, passengers being informed immediately in case of the flight is delayed is a one-dimensional service impact item for low-cost carriers.