傳統航空與廉價航空之服務品質探討—文本探勘技術與詮釋結構模式之應用

Abstract

本研究旨在以線上評論資料探討傳統航空與廉價航空之服務品質要素,研究結果期能作為航空公司提升服務品質之參考。首先,以文本探勘技術找出旅客搭乘傳統航空及廉價航空後,於網站提出評論的相關服務品質要素。再者,利用詮釋結構模式 (ISM) 對所獲得之服務品質要素進行分析。結果顯示,傳統航空的機上員工形象與機場體驗及廉價航空的航空形象、航班便利性及機上旅客服務,是影響旅客感受服務品質的最上層因素。此外,影響矩陣乘法分類法(MICMAC) 之分析結果顯示,傳統航空方面,服務品質要素中的地勤協助能力為主要的驅動力,而廉價航空方面,服務品質要素中的行李手續程序、加價服務告知及座位升等價格為主要的驅動力。

The purpose of this study is to examine the service quality factors of full service airlines and low cost airlines using online review data, and the results of the study are expected to serve as a reference for airlines to improve their service quality. First, the text mining technique was used to identify to identify service elements related to comments made by passengers on the website after travelling on conventional and low cost airlines. The results showed that the top-level factors, such as the image of staff and airport experience of full service airlines and the image of airlines, flight convenience and in-flight passenger service of low cost airlines, were the most important factors affecting passengers’ perception of service quality. In addition, the MICMAC (matrix impact cross-reference multiplication applied to a classification) analysis showed that the main driving force of service quality for full service airlines was ground assisting capability. For low cost airlines, the main driving forces of service quality are baggage handling procedures, fare increase notification, and seat upgrade prices.