發(fā)布時(shí)間：2018-04-13 19:16

  本文選題：航空公司 + 客艙服務(wù)質(zhì)量　； 參考：《深圳大學(xué)》2017年碩士論文

【摘要】：在經(jīng)濟(jì)全球一體化的大背景下,國(guó)外先進(jìn)的服務(wù)理念進(jìn)入我國(guó),各行各業(yè)的服務(wù)水準(zhǔn)都有了突破,然而我國(guó)航空產(chǎn)品的同質(zhì)化現(xiàn)象明顯,服務(wù)理念落后,在全球競(jìng)爭(zhēng)激烈的航空服務(wù)領(lǐng)域,依靠簡(jiǎn)單機(jī)票降價(jià)、盲目減縮成本等低層次的競(jìng)爭(zhēng)手段這些商業(yè)手段是治標(biāo)不治本,通過(guò)降低價(jià)格和壓縮成本,確實(shí)可以解一時(shí)之急但卻會(huì)影響企業(yè)正常的市場(chǎng)戰(zhàn)略長(zhǎng)期如此不僅不能幫助航空公司走出困境,反而會(huì)讓航空公司深陷于價(jià)格戰(zhàn)的泥潭企業(yè)想要在激烈的市場(chǎng)競(jìng)爭(zhēng)中立穩(wěn)腳跟光靠這些低層次手段的是遠(yuǎn)遠(yuǎn)不夠的,必須抓準(zhǔn)未來(lái)市場(chǎng)的動(dòng)向,以先進(jìn)的、高質(zhì)量的服務(wù)取勝�，F(xiàn)階段我國(guó)對(duì)于具體的航空服務(wù)質(zhì)量的評(píng)判標(biāo)準(zhǔn)尚在探索之中,并沒(méi)有現(xiàn)成的指標(biāo),因此,研究提高公司的航空服務(wù)的質(zhì)量水平問(wèn)題,首先就要搭建一個(gè)貼合實(shí)際情況并且周全有效的評(píng)價(jià)體系。本文將Parasuraman,Zeithaml和Berry的服務(wù)質(zhì)量理論與航空領(lǐng)域相結(jié)合,提出了適用于航空企業(yè)的服務(wù)的質(zhì)量的概念內(nèi)涵,并且明確和細(xì)化了貼合航空公司的服務(wù)質(zhì)量的評(píng)價(jià)標(biāo)準(zhǔn)。再在此研究的基礎(chǔ)之上,把S航空公司的戰(zhàn)略布局和它企業(yè)的定位和目標(biāo)與理論相結(jié)合起來(lái),就航空服務(wù)中最為最要的環(huán)節(jié)之一的客艙服務(wù)環(huán)節(jié)作為主要研究?jī)?nèi)容,運(yùn)用層次分析法將影響客艙服務(wù)質(zhì)量的因素分類整理,結(jié)合卡諾問(wèn)卷設(shè)計(jì)模式,將相關(guān)因素制成問(wèn)卷,采取問(wèn)卷調(diào)查來(lái)了解顧客的想法,站在顧客感知視角了解客艙服務(wù)質(zhì)量的問(wèn)題,通過(guò)問(wèn)卷得到的數(shù)據(jù),整理分析得到乘客對(duì)S航在客艙服務(wù)上的評(píng)價(jià)和意見(jiàn),再進(jìn)一步探究存在問(wèn)題產(chǎn)生的深層次原因,得到了S航客艙服務(wù)問(wèn)題是由于航空管理制度過(guò)于死板、空乘人員知識(shí)儲(chǔ)備和應(yīng)變能力不足、客艙科技含量過(guò)低、投訴及意見(jiàn)反饋機(jī)制不完善等原因造成,基于此提高其客艙服務(wù)質(zhì)量必須先重視航空科技的引進(jìn),改善提高硬件設(shè)施的配備是基礎(chǔ);改變對(duì)空乘人員的選拔原則,真正重視空乘人員的知識(shí)儲(chǔ)備、學(xué)習(xí)能力、交流能力;跟上國(guó)際將高級(jí)定制的概念引入客艙服務(wù),提供定制化客艙服務(wù);正面面對(duì)顧客的投訴,建立高效的乘客投訴處理和反饋機(jī)制;考慮顧客基本需求之外的驚喜需求,并且從制度上規(guī)范驚喜需求的流程。并就戰(zhàn)略實(shí)施中的關(guān)鍵環(huán)節(jié)提出針對(duì)性的具體意見(jiàn)和建議。本研究會(huì)有助于S航空公司更加正確的知道顧客的真正需求從而來(lái)更高效的的安排服務(wù)項(xiàng)目,為顧客提供最需要的和最舒適的服務(wù)。
[Abstract]:Under the background of global economic integration, the advanced service concept of foreign countries has entered our country, and the service level of all kinds of industries has made a breakthrough. However, the homogenization of aviation products in our country is obvious and the service concept is lagging behind.In the field of air services, which is highly competitive all over the world, we rely on low-cost competitive means, such as simple air ticket price reduction and blind cost reduction. These commercial means are to deal with the symptoms and not the root causes, by reducing prices and reducing costs.The market strategy, which can really be solved for a while but will affect the normal market strategy of an enterprise for a long time, is not only unable to help airlines out of their predicament.On the contrary, it is not enough for airlines mired in the quagmire of price war to establish a firm foothold in the fierce market competition. They must grasp the trend of the future market and win with advanced and high quality service.At the present stage, our country is still exploring the evaluation standard of the specific aviation service quality, and there is no ready-made index. Therefore, the research on improving the quality level of the aviation service of the company is discussed.First of all, it is necessary to set up a comprehensive and effective evaluation system in accordance with the actual situation.In this paper, the theory of service quality of Parasuramande Zeithaml and Berry is combined with the field of aviation, and the concept connotation of service quality suitable for aviation enterprise is put forward, and the evaluation standard of service quality of airline company is clarified and refined.On the basis of this research, combining the strategic layout of S Airlines with the orientation and objectives of its enterprises and the theory, the main research content is the cabin service link, which is one of the most important links in aviation service.Using AHP to sort out the factors that affect the service quality of cabin, combining with the design mode of Carnot questionnaire, making the relevant factors into questionnaires and adopting questionnaires to understand the customer's ideas.Standing in the perspective of customer perception to understand the quality of passenger cabin service problems, through the data obtained from the questionnaire, collate and analyze the passengers' evaluation and opinion on the passenger cabin service, and further explore the deep-seated causes of the problems.The problems of S cabin service are caused by the inflexible aviation management system, insufficient knowledge reserve and contingency ability of flight attendants, too low scientific and technological content of cabin, imperfect mechanism of complaint and feedback, etc.Therefore, to improve the service quality of cabin, we must first attach importance to the introduction of aviation science and technology, improve the equipment of hardware facilities, change the selection principle of flight attendants, and really attach importance to the knowledge reserve, learning ability and communication ability of flight attendants.Keep up with the international introduction of the concept of advanced customization to cabin service, provide customized cabin service; face customer complaints positively, establish efficient passenger complaint processing and feedback mechanisms; consider surprise needs beyond customers' basic needs,And from the system to standardize the process of surprise demand.And put forward specific suggestions and suggestions on the key links in the implementation of the strategy.This study will help S Airlines to understand the real needs of customers more accurately, so as to arrange service items more efficiently and provide customers with the most needed and comfortable services.
【學(xué)位授予單位】：深圳大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F562.6;F274

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