S航空公司空服员客舱服务质量现状及提升策略

发布时间：2018-04-13 19:16

本文选题：航空公司 + 客舱服务质量　；参考：《深圳大学》2017年硕士论文

【摘要】：在经济全球一体化的大背景下,国外先进的服务理念进入我国,各行各业的服务水准都有了突破,然而我国航空产品的同质化现象明显,服务理念落后,在全球竞争激烈的航空服务领域,依靠简单机票降价、盲目减缩成本等低层次的竞争手段这些商业手段是治标不治本,通过降低价格和压缩成本,确实可以解一时之急但却会影响企业正常的市场战略长期如此不仅不能帮助航空公司走出困境,反而会让航空公司深陷于价格战的泥潭企业想要在激烈的市场竞争中立稳脚跟光靠这些低层次手段的是远远不够的,必须抓准未来市场的动向,以先进的、高质量的服务取胜。现阶段我国对于具体的航空服务质量的评判标准尚在探索之中,并没有现成的指标,因此,研究提高公司的航空服务的质量水平问题,首先就要搭建一个贴合实际情况并且周全有效的评价体系。本文将Parasuraman,Zeithaml和Berry的服务质量理论与航空领域相结合,提出了适用于航空企业的服务的质量的概念内涵,并且明确和细化了贴合航空公司的服务质量的评价标准。再在此研究的基础之上,把S航空公司的战略布局和它企业的定位和目标与理论相结合起来,就航空服务中最为最要的环节之一的客舱服务环节作为主要研究内容,运用层次分析法将影响客舱服务质量的因素分类整理,结合卡诺问卷设计模式,将相关因素制成问卷,采取问卷调查来了解顾客的想法,站在顾客感知视角了解客舱服务质量的问题,通过问卷得到的数据,整理分析得到乘客对S航在客舱服务上的评价和意见,再进一步探究存在问题产生的深层次原因,得到了S航客舱服务问题是由于航空管理制度过于死板、空乘人员知识储备和应变能力不足、客舱科技含量过低、投诉及意见反馈机制不完善等原因造成,基于此提高其客舱服务质量必须先重视航空科技的引进,改善提高硬件设施的配备是基础;改变对空乘人员的选拔原则,真正重视空乘人员的知识储备、学习能力、交流能力;跟上国际将高级定制的概念引入客舱服务,提供定制化客舱服务;正面面对顾客的投诉,建立高效的乘客投诉处理和反馈机制;考虑顾客基本需求之外的惊喜需求,并且从制度上规范惊喜需求的流程。并就战略实施中的关键环节提出针对性的具体意见和建议。本研究会有助于S航空公司更加正确的知道顾客的真正需求从而来更高效的的安排服务项目,为顾客提供最需要的和最舒适的服务。
[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.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F562.6;F274

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