航空站旅客服務品質滿意度之研究-以臺灣桃園國際機場為例

Abstract

全球化時代來臨，世界各國的國際機場相互競爭戰況已越來越激烈，尤其近年來，國際機場協會（ACI）及Skytrax機構所公布世界機場服務品質評鑑報告，更可顯見各國國際機場重視及致力於航站大廈擴建、整潔、安全感、機區舒適度等之改善工作。有鑑於亞洲鄰近國家機場，如香港國際機場、韓國仁川機場、新加坡樟宜機場、馬來西亞吉隆坡機場在機場服務品質評鑑均名列前茅，而我國桃園國際機場則只列「三星級」，可見桃園國際機場待改善空間很大。 一般來說，旅客從進入航空站到搭上飛機，直至離開航空站，需經過很多步驟，例如停車、櫃台登記、行李、安全檢查、等待、候機、登機等，每一項服務都各有其服務之需求。因此，如何滿足旅客需求，亟需要以旅客覯點擬定改善服務品質策略，以提升滿意度。 本研究係依據PZB缺口模式為架構，以SERVQUAL量表及航空站服務屬性修改內容問卷，經過預試及信、效度分析形成正式問卷，最後以問卷調查的方式進行實證研究。共發放500份問卷，回收有效問卷396份。研究結果發現，旅客「期望」與「實際感受」認知之服務品質『缺口五』存在著顯著性差異，顯示每一項服務屬性均需改善。因此，以「重要性-績效分析法」（IPA）之工具，研擬適當的改善策略。同時，為了解不同旅客特性，以因素分析萃取出六個服務品質構面，分別為「有形性」、「可靠性與保證性」、「停車便利」、「反應性與同理心」、「公共設施」、「商店多元與價格」等，並進而分析不同人口統計變數對於各項構面在重要性及滿意程度之間關係。最後，以迴歸分析顯示旅客實際感受之認知服務對於桃園國際機場整體滿意度是有顯著正向影響，而影響整體滿意度最大的變數是「可靠性與保證性」，其次依序為「有形性」、「公共設施」、「停車便利」、「反應性與同理心」、「商店多元與價格」。另外，本研究並針對驗證結果提出政策意涵及建議事項，應可作為政府部門及民航機關擬定服務品質之改善策略參考。

With the inevitable trend of globalization, the competition among airports worldwide becomes more and more fierce. In recent years, increasing attentions to the annual airport evaluation reports published by Airports Council International (ACI) or Skytrax show that the airport authorities worldwide dedicate to improving the service capacity and service quality (such as cleanness, security, and comfort) of airport terminals. Neighboring Asia airports, such as Hong Kong International Airport, Korea Incheon International Airport, Singorpore Changi International Airport, and Malaysia Kuala Lumpur International Airport are all ranked in top tier, while Taiwan Taoyuan International Airport (TIA) only receive a three-star rank, indicating TIA has plenty of room for improvement. Generaly speaking, passengers will receive several services at an airport, such as parking, check-in, baggage check, security check, waiting, shopping and boarding, to each of which passengers have their expectations. Their satisfaction tends to be low while the perceived service quality is lower than their expectations, i.e. service-expectation gap. Thus, it is imperative to clearly identify these gaps from the viewpoints of airport passengers. Therefore, this study aims to identify these service gaps by conducting a passenger satisfaction questionnaire survey at TIA. A SERVQUAL-type questionnaire is designed based on the conceptual framework of the PZB gaps model and the characteristics of airport service. After a pilot-test as well as a test of reliability and validity, the final questionnaire is formed and used to conduct such a survey. A total of 500 copies of questionnaires were disseminated to the passengers at TIA with 396 valid questionnaires returned. The expectation-perception gaps of the service items are tested and all of them are siginificantly different from 0, implying that all service items have to be improved. To further identify the priotity of improvement items, important- performance analysis (IPA) is used. Moreover, to investigate the relationships of these service gaps to the overall satisfaction, an exploratory factor analysis (EFA) is first used to extract contructs from a total of 33 items. The overall satisfaction is then regressed on the extracted constructs. The results show that a total of six constructs are extracted, including Tangibles, Reliability and Assurance, Parking Convenience, and Responsiveness and Empathy, Public Facility Availability, and Store Diversity and Merchandise Price. In addition, the construct of Reliability and Assurance has the highest effect on the overall satisfaction, followed by Tangibles, Public Facility Availability, Parking Convenience, Responsiveness and Empathy, and Store Diversity and Merchandise Price. The differences in perception and expectation of various passenger demographics on the extracted constructs are also examined. At last, policy implications along with corresponding improvement strategies are proposed.