顾客感知视角下航空公司服务失败补救机制研究

发布时间：2018-10-12 10:40

【摘要】：相对发达国家来说,中国航空运输服务建设比较薄弱,这与日益兴盛的航空运输市场需求形成鲜明的矛盾。在航空运输市场越来越开放的环境下,航空运输企业要面临来自国内外多方面的竞争压力。在内外因素的共同影响下,航空公司更应该致力于理解顾客的需求,提升顾客的满意度,关注顾客对服务体验后的评价。针对这一问题,本文探索当服务失败发生后,针对航空公司提供的服务补救活动,旅客的满意度变化及对行为意向影响,然后依据研究结果,建立航空公司服务补救机制及提出相关的政策建议。本文共划分为五个部分,第一个部分介绍了航空公司服务失败补救的背景及其现状;第二部分回顾以往学者的研究成果,为本文的模型建立提供理论依据;第三部分则是在文献回顾的理论模型基础上,提出相关的研究假设。接着通过发放调查问卷、实地调研收集一手数据;第四部分运用数据分析方法,通过结构方程模型对研究假设进行验证,推导出实证研究结果;第五部分将总结研究的结论并对航空服务业提出管理建议,设计优化的服务补救措施。经过理论梳理和实证分析,本文的研究结果包括以下几方面:首先,航空公司服务补救的结果公平、过程公平、交互公平在补救效果上相互补充,补救物质补偿、及时性与补救交互方式同等重要,不可相互替代。研究结果表明,旅客对航空公司补救活动的结果公平性更敏感,因此在服务失败发生后,航空公司的服务补救应该有原则地进行补救,而不应该视旅客的“闹事能力”而定;其次,航班延误和行李托运等其他服务更容易使旅客产生愤怒情绪,并且补救效果明显要低于其他的服务失败情境。这可能是由于航空公司也无法遏制航班延误和行李丢失现象的发生,从而导致航空公司对事件的解释无法令旅客满意;再次,可以考虑采用道歉+经济补偿的方式,提高顾客的感知价值,从而产生积极的行为意向。最后,本文在实证结论的基础上,建立了切实可行航空公司服务补救机制,为航空公司服务补救实践提供理论指导。
[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.
【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】：F274;F562.6

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