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

【摘要】：由于高速發(fā)展的航空市場(chǎng)和不斷擴(kuò)增的高鐵里程,行業(yè)內(nèi)外的競(jìng)爭(zhēng)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(chǎng)則趨于供過于求,航空公司發(fā)展的影響因素除了價(jià)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(shí)發(fā)生占機(jī)、霸機(jī)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(diǎn),建立一個(gè)可靠的服務(wù)質(zhì)量評(píng)價(jià)體系,利用這個(gè)體系有效地評(píng)價(jià)其服務(wù)質(zhì)量,并探求影響改進(jìn)服務(wù)質(zhì)量的主要因素,從而通過實(shí)施積極有效的策略提高顧客的滿意度,這對(duì)贏得越來越多的忠誠(chéng)顧客具有非常重要的現(xiàn)實(shí)意義。 本文深入分析航空服務(wù)質(zhì)量、滿意度和服務(wù)營(yíng)銷的相關(guān)理論,并采用文獻(xiàn)整理、訪談方法,結(jié)合山東航空公司的現(xiàn)實(shí)情況,。首先,我們可以建立山東航空公司客戶滿意度評(píng)價(jià)體系,然后利用這個(gè)體系設(shè)計(jì)山東航空客戶滿意度評(píng)價(jià)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(píng)價(jià)法,科學(xué)評(píng)價(jià)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(jī)效”模型,深入討論了評(píng)價(jià)結(jié)果,然后依據(jù)分析結(jié)果提出有針對(duì)性的服務(wù)營(yíng)銷策略,以改進(jìn)山東航空的服務(wù)質(zhì)量。 山東航空公司的顧客滿意度評(píng)價(jià)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(shí)踐,具有一定的理論意義。基于山東航空公司顧客滿意度指標(biāo)體系的滿意度評(píng)價(jià)則為山東航空公司和國(guó)內(nèi)民航的滿意度評(píng)價(jià)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(guó)內(nèi)航空公司找到影響服務(wù)和改進(jìn)質(zhì)量的關(guān)鍵因素,并具有一定的實(shí)用價(jià)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(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F562.6;F274

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