本文選題：航空服務(wù)　切入點：顧客滿意度　出處：《山東大學》2014年碩士論文　論文類型：學位論文

【摘要】：由于高速發(fā)展的航空市場和不斷擴增的高鐵里程,行業(yè)內(nèi)外的競爭壓力使得山東航空公司加快發(fā)展步伐。目前,顧客需求呈現(xiàn)多樣化,市場則趨于供過于求,航空公司發(fā)展的影響因素除了價格外,更重要的是服務(wù)質(zhì)量水平。然而,在服務(wù)質(zhì)量方面,山東航空公司仍有很多問題,例如,航班延誤后由于服務(wù)措施不到位,旅客與工作人員經(jīng)常發(fā)生沖突,有時發(fā)生占機、霸機和沖擊跑道的現(xiàn)象,這說明提高山東航空公司提高服務(wù)質(zhì)量水平的緊急性。我們可以依據(jù)山東航空公司的特點,建立一個可靠的服務(wù)質(zhì)量評價體系,利用這個體系有效地評價其服務(wù)質(zhì)量,并探求影響改進服務(wù)質(zhì)量的主要因素,從而通過實施積極有效的策略提高顧客的滿意度,這對贏得越來越多的忠誠顧客具有非常重要的現(xiàn)實意義。 本文深入分析航空服務(wù)質(zhì)量、滿意度和服務(wù)營銷的相關(guān)理論,并采用文獻整理、訪談方法,結(jié)合山東航空公司的現(xiàn)實情況,。首先,我們可以建立山東航空公司客戶滿意度評價體系,然后利用這個體系設(shè)計山東航空客戶滿意度評價的調(diào)查表,最后我們依據(jù)山東航空客戶滿意度的調(diào)查數(shù)據(jù),使用模糊綜合評價法,科學評價和分析山東航空的整體客戶滿意度水平。我們依據(jù)“重要性一績效”模型,深入討論了評價結(jié)果,然后依據(jù)分析結(jié)果提出有針對性的服務(wù)營銷策略,以改進山東航空的服務(wù)質(zhì)量。 山東航空公司的顧客滿意度評價體系是基于服務(wù)質(zhì)量和滿意度理論,在航空業(yè)的深入應(yīng)用和實踐,具有一定的理論意義�；谏綎|航空公司顧客滿意度指標體系的滿意度評價則為山東航空公司和國內(nèi)民航的滿意度評價工作提供了一套可靠的決策工具。這套決策工具可以幫助國內(nèi)航空公司找到影響服務(wù)和改進質(zhì)量的關(guān)鍵因素,并具有一定的實用價值。
[Abstract]:As a result of the rapid development of the aviation market and the continuous expansion of high-speed rail mileage, the competitive pressure inside and outside the industry has accelerated the pace of development of Shandong Airlines. At present, customer demand is diversified and the market tends to exceed demand. Besides the price, the most important factor affecting the development of airlines is the level of service quality. However, in terms of service quality, Shandong Airlines still has many problems. For example, after flight delays, the service measures are not in place. There are frequent conflicts between passengers and staff, sometimes the phenomenon of aircraft occupation, aircraft hegemony and impact on runways. This shows that it is urgent to improve the quality of service of Shandong Airlines. We can base on the characteristics of Shandong Airlines. Establish a reliable service quality evaluation system, use this system to evaluate the service quality effectively, and explore the main factors that affect the improvement of service quality, so as to improve customer satisfaction through the implementation of positive and effective strategies. This has very important practical significance to win more and more loyal customers. This paper deeply analyzes the relevant theories of aviation service quality, satisfaction and service marketing, and combines the reality of Shandong Airlines with the methods of literature collation and interview. First of all, We can establish a customer satisfaction evaluation system for Shandong Airlines, and then use this system to design a questionnaire for customer satisfaction evaluation of Shandong Airlines. Finally, we can base on the survey data of customer satisfaction of Shandong Airlines. The fuzzy comprehensive evaluation method is used to scientifically evaluate and analyze the overall customer satisfaction level of Shandong Airlines. Based on the "material-performance" model, we discuss the evaluation results in depth. Then, according to the analysis results, the paper puts forward the targeted service marketing strategy to improve the service quality of Shandong Airlines. The customer satisfaction evaluation system of Shandong Airlines is based on the theory of service quality and satisfaction. The evaluation of satisfaction based on the index system of customer satisfaction of Shandong Airlines provides a set of reliable decision-making tools for the evaluation of satisfaction of Shandong Airlines and domestic civil aviation. Tools can help domestic airlines identify key factors that affect service and improve quality. And has certain practical value.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F562.6;F274

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