本文選題：航空公司 + 客艙服務質量��； 參考：《深圳大學》2017年碩士論文

【摘要】：在經濟全球一體化的大背景下,國外先進的服務理念進入我國,各行各業(yè)的服務水準都有了突破,然而我國航空產品的同質化現象明顯,服務理念落后,在全球競爭激烈的航空服務領域,依靠簡單機票降價、盲目減縮成本等低層次的競爭手段這些商業(yè)手段是治標不治本,通過降低價格和壓縮成本,確實可以解一時之急但卻會影響企業(yè)正常的市場戰(zhàn)略長期如此不僅不能幫助航空公司走出困境,反而會讓航空公司深陷于價格戰(zhàn)的泥潭企業(yè)想要在激烈的市場競爭中立穩(wěn)腳跟光靠這些低層次手段的是遠遠不夠的,必須抓準未來市場的動向,以先進的、高質量的服務取勝�，F階段我國對于具體的航空服務質量的評判標準尚在探索之中,并沒有現成的指標,因此,研究提高公司的航空服務的質量水平問題,首先就要搭建一個貼合實際情況并且周全有效的評價體系。本文將Parasuraman,Zeithaml和Berry的服務質量理論與航空領域相結合,提出了適用于航空企業(yè)的服務的質量的概念內涵,并且明確和細化了貼合航空公司的服務質量的評價標準。再在此研究的基礎之上,把S航空公司的戰(zhàn)略布局和它企業(yè)的定位和目標與理論相結合起來,就航空服務中最為最要的環(huán)節(jié)之一的客艙服務環(huán)節(jié)作為主要研究內容,運用層次分析法將影響客艙服務質量的因素分類整理,結合卡諾問卷設計模式,將相關因素制成問卷,采取問卷調查來了解顧客的想法,站在顧客感知視角了解客艙服務質量的問題,通過問卷得到的數據,整理分析得到乘客對S航在客艙服務上的評價和意見,再進一步探究存在問題產生的深層次原因,得到了S航客艙服務問題是由于航空管理制度過于死板、空乘人員知識儲備和應變能力不足、客艙科技含量過低、投訴及意見反饋機制不完善等原因造成,基于此提高其客艙服務質量必須先重視航空科技的引進,改善提高硬件設施的配備是基礎;改變對空乘人員的選拔原則,真正重視空乘人員的知識儲備、學習能力、交流能力;跟上國際將高級定制的概念引入客艙服務,提供定制化客艙服務;正面面對顧客的投訴,建立高效的乘客投訴處理和反饋機制;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)略實施中的關鍵環(huán)節(jié)提出針對性的具體意見和建議。本研究會有助于S航空公司更加正確的知道顧客的真正需求從而來更高效的的安排服務項目,為顧客提供最需要的和最舒適的服務。
[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.
【學位授予單位】：深圳大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F562.6;F274

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