顧客感知視角下航空公司服務失敗補救機制研究
發(fā)布時間：2018-10-12 10:40
【摘要】：相對發(fā)達國家來說,中國航空運輸服務建設(shè)比較薄弱,這與日益興盛的航空運輸市場需求形成鮮明的矛盾。在航空運輸市場越來越開放的環(huán)境下,航空運輸企業(yè)要面臨來自國內(nèi)外多方面的競爭壓力。在內(nèi)外因素的共同影響下,航空公司更應該致力于理解顧客的需求,提升顧客的滿意度,關(guān)注顧客對服務體驗后的評價。針對這一問題,本文探索當服務失敗發(fā)生后,針對航空公司提供的服務補救活動,旅客的滿意度變化及對行為意向影響,然后依據(jù)研究結(jié)果,建立航空公司服務補救機制及提出相關(guān)的政策建議。本文共劃分為五個部分,第一個部分介紹了航空公司服務失敗補救的背景及其現(xiàn)狀;第二部分回顧以往學者的研究成果,為本文的模型建立提供理論依據(jù);第三部分則是在文獻回顧的理論模型基礎(chǔ)上,提出相關(guān)的研究假設(shè)。接著通過發(fā)放調(diào)查問卷、實地調(diào)研收集一手數(shù)據(jù);第四部分運用數(shù)據(jù)分析方法,通過結(jié)構(gòu)方程模型對研究假設(shè)進行驗證,推導出實證研究結(jié)果;第五部分將總結(jié)研究的結(jié)論并對航空服務業(yè)提出管理建議,設(shè)計優(yōu)化的服務補救措施。經(jīng)過理論梳理和實證分析,本文的研究結(jié)果包括以下幾方面:首先,航空公司服務補救的結(jié)果公平、過程公平、交互公平在補救效果上相互補充,補救物質(zhì)補償、及時性與補救交互方式同等重要,不可相互替代。研究結(jié)果表明,旅客對航空公司補救活動的結(jié)果公平性更敏感,因此在服務失敗發(fā)生后,航空公司的服務補救應該有原則地進行補救,而不應該視旅客的“鬧事能力”而定;其次,航班延誤和行李托運等其他服務更容易使旅客產(chǎn)生憤怒情緒,并且補救效果明顯要低于其他的服務失敗情境。這可能是由于航空公司也無法遏制航班延誤和行李丟失現(xiàn)象的發(fā)生,從而導致航空公司對事件的解釋無法令旅客滿意;再次,可以考慮采用道歉+經(jīng)濟補償?shù)姆绞?提高顧客的感知價值,從而產(chǎn)生積極的行為意向。最后,本文在實證結(jié)論的基礎(chǔ)上,建立了切實可行航空公司服務補救機制,為航空公司服務補救實踐提供理論指導。
[Abstract]:Compared with the developed countries, the construction of air transport services in China is relatively weak, which is in sharp contradiction with the increasing demand of the air transport market. In the environment of more and more open air transport market, air transport enterprises have to face competition pressure from many aspects at home and abroad. Under the influence of internal and external factors, airlines should focus on understanding customer needs, enhancing customer satisfaction, and paying attention to customer evaluation after service experience. In order to solve this problem, this paper explores the change of passenger satisfaction and its influence on behavior intention in view of the service recovery activities provided by airlines when the service failure occurs, and then according to the results of the study, Establish airline service remedy mechanism and make relevant policy recommendations. This paper is divided into five parts. The first part introduces the background and current situation of airline service failure remedy, the second part reviews the previous research results and provides the theoretical basis for the establishment of this model. In the third part, based on the theoretical model of literature review, the relevant research hypotheses are put forward. The fourth part uses the method of data analysis to verify the research hypothesis through the structural equation model and deduces the empirical research results. In the fifth part, the conclusion of the research is summarized, and the management suggestions for aviation service industry are put forward, and the optimized service remedial measures are designed. Through theoretical analysis and empirical analysis, the research results of this paper include the following aspects: first, airline service recovery results are fair, process fairness, mutual equity in the remedial effect of complementary, remedial material compensation, Timeliness and remedial interaction are equally important and cannot be replaced by each other. The results show that passengers are more sensitive to the fairness of airline remedial activities. Therefore, after the failure of service, the airline service remedy should be remedied in principle rather than depending on the passengers'"ability to make trouble". Second, other services such as flight delays and baggage checks are more likely to make passengers angry, and remedies are significantly less effective than other service failures. This may be due to the fact that airlines are also unable to contain flight delays and the loss of luggage, resulting in the airlines' explanation of the incident not being satisfactory to the passengers. Thirdly, we can consider using an apology as a form of economic compensation. Improve the perceived value of the customer, thus generating positive behavior intention. Finally, on the basis of empirical conclusions, this paper establishes a feasible airline service remedy mechanism, which provides theoretical guidance for airline service recovery practice.
【學位授予單位】：中國民航大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F562.6
本文編號：2265807
[Abstract]:Compared with the developed countries, the construction of air transport services in China is relatively weak, which is in sharp contradiction with the increasing demand of the air transport market. In the environment of more and more open air transport market, air transport enterprises have to face competition pressure from many aspects at home and abroad. Under the influence of internal and external factors, airlines should focus on understanding customer needs, enhancing customer satisfaction, and paying attention to customer evaluation after service experience. In order to solve this problem, this paper explores the change of passenger satisfaction and its influence on behavior intention in view of the service recovery activities provided by airlines when the service failure occurs, and then according to the results of the study, Establish airline service remedy mechanism and make relevant policy recommendations. This paper is divided into five parts. The first part introduces the background and current situation of airline service failure remedy, the second part reviews the previous research results and provides the theoretical basis for the establishment of this model. In the third part, based on the theoretical model of literature review, the relevant research hypotheses are put forward. The fourth part uses the method of data analysis to verify the research hypothesis through the structural equation model and deduces the empirical research results. In the fifth part, the conclusion of the research is summarized, and the management suggestions for aviation service industry are put forward, and the optimized service remedial measures are designed. Through theoretical analysis and empirical analysis, the research results of this paper include the following aspects: first, airline service recovery results are fair, process fairness, mutual equity in the remedial effect of complementary, remedial material compensation, Timeliness and remedial interaction are equally important and cannot be replaced by each other. The results show that passengers are more sensitive to the fairness of airline remedial activities. Therefore, after the failure of service, the airline service remedy should be remedied in principle rather than depending on the passengers'"ability to make trouble". Second, other services such as flight delays and baggage checks are more likely to make passengers angry, and remedies are significantly less effective than other service failures. This may be due to the fact that airlines are also unable to contain flight delays and the loss of luggage, resulting in the airlines' explanation of the incident not being satisfactory to the passengers. Thirdly, we can consider using an apology as a form of economic compensation. Improve the perceived value of the customer, thus generating positive behavior intention. Finally, on the basis of empirical conclusions, this paper establishes a feasible airline service remedy mechanism, which provides theoretical guidance for airline service recovery practice.
【學位授予單位】：中國民航大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F562.6
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