基于Kano模型视角的民航服务质量评价的研究

发布时间：2018-05-11 03:16

本文选题：民航服务质量 + Kano模型　；参考：《中国民航大学》2017年硕士论文

【摘要】：随着经济发展,我国已经进入航空平民化时代,地方航空公司的井喷式发展,以及飞机租赁行业的有力崛起,有力说明了中国民用航空发展前景的广阔。也正因如此,航空公司之间的竞争也会更加激烈,面临更多的资源竞争和发展压力。根据中国民航局消费者投诉统计数据和相关报道,由于航班延误、行李运输差错、办理值机手续问题、处理投诉不当等,各种旅客因不满而出现占机、霸机、冲击跑道等抗议行为。对航空公司的名誉和品牌造成严重负面影响,造成经济损失。与此同时,乘客对服务质量感知意识在不断地增强,对服务质量的要求也在不断的提高。以提高顾客满意度为目的的服务质量管理活动,受到越来越多航空公司关注和重视。民航服务质量越来越受到重视,用于评价各个领域服务质量的模型,也受到越来越多的研究学者的关注和分析。其中应用比较广泛的是SERVQUAL模型、SERVPERF模型和Kano模型。本文在整体思路上以SERVQUAL模型和SERVPERF模型为本,借鉴成熟的民航业服务质量评价模型的维度选取和划分。在构建民航服务质量框架时,通过文献研究、专家访谈、随机旅客调查、网络调查等手段,首先建立起了民航服务质量评价模型指标系统,利用统计学应用软件SPSS,对模型的可信程度和有效程度以及可行性进行了检验和调整,最终确定本文设计模型的各个指标。接下来,利用质量要素分类模型Kano模型,以及IPA(Importance-Performance Analysis)模型分析方法,对选取的民航服务质量要素进行二维分析和解读。根据绩效、重要度和满意度三者之间的关系,确定企业质量管理决策角度上选取的质量要素的优先权,为民航企业提供切实有效的服务管理建议。最后应用灰色度理论和随机过程中的马尔可夫链稳态模型,对涉及的服务质量要素中,处在魅力质量阶段的重点关注项进行预测分析。基于Kano模型视角的服务质量的评价模型在民航服务质量评价中应用,是服务质量评价模型在民航服务领域中的又一次实践,具有理论意义和现实指导意义。在量化Kano模型应用方面,也有一定的理论启示。
[Abstract]:With the development of economy, our country has entered the era of civilian aviation, the blowout development of local airlines and the rise of aircraft leasing industry, which can explain the broad prospect of the development of civil aviation in China. Because of this, the competition between airlines will be more intense, facing more resources competition and development pressure. According to the statistics of consumer complaints and related reports from the China Civil Aviation Administration, due to flight delays, errors in baggage transportation, handling of check-in procedures, improper handling of complaints, and so on, all kinds of passengers, because of dissatisfaction, appear to occupy or dominate the plane. Protest against a runway, etc. Serious negative impact on airline reputation and brand, resulting in economic losses. At the same time, passengers' awareness of service quality is increasing, and the requirement of service quality is also increasing. More and more airlines pay attention to the service quality management activities aimed at improving customer satisfaction. More and more attention has been paid to the service quality of civil aviation, and the models used to evaluate the service quality in various fields have been paid more and more attention and analysis by more and more researchers. SERVQUAL model SERVPERF model and Kano model are widely used. Based on the SERVQUAL model and the SERVPERF model, this paper draws lessons from the dimension selection and division of the mature civil aviation service quality evaluation model. In the construction of civil aviation service quality framework, by means of literature research, expert interview, random passenger investigation, network investigation and so on, the evaluation model index system of civil aviation service quality is first established. The reliability, validity and feasibility of the model are tested and adjusted by using the statistical application software SPSS, and each index of the model is finally determined. Then, using Kano model and IPA(Importance-Performance Analysis model, the selected quality of service elements of civil aviation are analyzed and interpreted in two dimensions. According to the relationship among performance, importance and satisfaction, the priority of quality factors selected from the decision angle of enterprise quality management is determined to provide practical and effective service management advice for civil aviation enterprises. Finally, applying the grey degree theory and Markov chain steady-state model in the random process, the key items of the quality of service involved in the charm quality phase are predicted and analyzed. The application of service quality evaluation model based on Kano model in civil aviation service quality evaluation is another practice of service quality evaluation model in civil aviation service field, which has theoretical and practical significance. In the application of quantitative Kano model, there are some theoretical implications.
【学位授予单位】：中国民航大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F562

【参考文献】