臺灣博碩士論文加值系統

The airlines service chain includes the following services:
- Ticket purchase
- Check-in service
- Airports service
- Boarding service
- In-flight service
- Arrival
- Post-arrival service
However, this research only analyze the influence of Ground service quality (Check-in service, Airports service, Boarding service) and In-flight service quality which are services directly related to flights on Vietnam Airlines’ customer satisfaction.
There are many kind of model which can be applied to study the relationship between Service quality and customer satisfaction such as SERVQUAL Model developed by Parasuraman (1985), SCSB model developed by Fornell (1992), the ACSI model developed by Fornell (1996), ECSI model developed by Eklof (2000). The researcher selected the American Customer Satisfaction Index – ACSI model for this research to analyze the relationship between service quality and customer satisfaction and the level in model. The research method is quantitative with multivariate statistical analysis steps such as: testing by Cronbach Alpha coefficient, regression analysis.
The online questionnaire was used for this research to collect the Vietnam Airlines’ customer opinion about the Vietnam Airlines’ services. From the analyzing of 134 respondents, result of the research shown that service quality had different level of impact on customer satisfaction at each step of service in which service quality has extremely strong impact on customer satisfaction in term of Check-in service, Boarding service and In-flight service. Service quality has weak impact on customer satisfaction in Airport service due to this service not only offer by Vietnam Airlines but also offer by the other company. Base on the result of the analysis, it can be concluded that the service quality has important role for service provider such as Vietnam Airlines to improve their competitiveness.
In addition, the research results also show some suggestion for improving the Vietnam Airlines services as well as indicate the limitations of the research.

The airlines service chain includes the following services:
- Ticket purchase
- Check-in service
- Airports service
- Boarding service
- In-flight service
- Arrival
- Post-arrival service
However, this research only analyze the influence of Ground service quality (Check-in service, Airports service, Boarding service) and In-flight service quality which are services directly related to flights on Vietnam Airlines’ customer satisfaction.
There are many kind of model which can be applied to study the relationship between Service quality and customer satisfaction such as SERVQUAL Model developed by Parasuraman (1985), SCSB model developed by Fornell (1992), the ACSI model developed by Fornell (1996), ECSI model developed by Eklof (2000). The researcher selected the American Customer Satisfaction Index – ACSI model for this research to analyze the relationship between service quality and customer satisfaction and the level in model. The research method is quantitative with multivariate statistical analysis steps such as: testing by Cronbach Alpha coefficient, regression analysis.
The online questionnaire was used for this research to collect the Vietnam Airlines’ customer opinion about the Vietnam Airlines’ services. From the analyzing of 134 respondents, result of the research shown that service quality had different level of impact on customer satisfaction at each step of service in which service quality has extremely strong impact on customer satisfaction in term of Check-in service, Boarding service and In-flight service. Service quality has weak impact on customer satisfaction in Airport service due to this service not only offer by Vietnam Airlines but also offer by the other company. Base on the result of the analysis, it can be concluded that the service quality has important role for service provider such as Vietnam Airlines to improve their competitiveness.
In addition, the research results also show some suggestion for improving the Vietnam Airlines services as well as indicate the limitations of the research.

Table of Contents
Abstract i
Acknowledgements iii
Table of Contents iv
List of Tables vii
List of Figures viii
CHAPTER 1 INTRODUCTION 1
1.1. Research background 1
1.1.1. Introduction to the context of the Aviation Industry in the world 1
1.1.2. The context of the Aviation Industry in Viet Nam and Vietnam Airlines 2
1.1.3. The necessity of researching the influence of service quality on Vietnam Airrlines’ customer satisfaction 4
1.2. Research motive 4
1.3. Research purposes 6
1.4. Research questions 7
1.5. Research procedure 7
CHAPTER 2 LITERATURE REVIEW 9
2.1. Services in Airline Industry 9
2.1.1. Services Chain in airlines industry 9
2.1.2. Airlines Service attributes 11
2.2. Service quality, Customer satisfaction 16
2.2.1. Service quality 16
2.2.2. Customer Satisfaction 23
2.2.3. Relationship between Airline Service quality and Customer satisfaction 26
2.3. The evolution of satisfaction index model 27
2.3.1. The original SCSB 29
2.3.2. The ACSI 31
2.3.3. The ECSI 32
CHAPTER 3 RESEARCH DESIGN 34
3.1. Research model 34
3.1.1. Selected model 34
3.1.2. Reason to select the ACSI 35
3.2. Research hypotheses 36
3.3. Measurement of variables 38
3.4. Data collection and analysis 40
3.4.1. Research method 40
3.4.2. Questionnaire design 41
3.4.3. Sampling method and sample size 44
3.4.4. Data collection 45
CHAPTER 4 RESEARCH RESULT 46
4.1. Sample description 46
4.1.1. Highlights of Vietnam Airlines’ customers 46
4.1.2. Demographic information 48
4.2. Reliability, hypothesis test and discussion 49
4.2.1. Check-in service (CI) 50
4.2.2. Airports Service (AS) 55
4.2.3. Boarding Service (BS) 60
4.2.4. In-flight Service (IS) 65
4.2.5. Overall service 69
CHAPTER 5 CONCLUSION 76
5.1. Findings and contribution 78
5.1.1. Findings for Vietnam Airlines Services 78
5.1.2. Contribution 79
5.2. Implication 81
5.2.1. Check-in service 82
5.2.2. Airport service 82
5.2.3. Boarding service 83
5.2.4. In- flight service 83
5.2.5. For Vietnam Airlines employees 84
5.3. The limitations of the research 87
References 89
Appendices 92

References
Reports

[1]American Customer Satisfaction Index (ACSI) Methodology Report (2005)
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[5]The Regents of the University of Michigan (2001), American Customer Satisfaction Index (ACSI) Methodology, Report August 2001
[6]Vietnam airlines (2012), Quarterly survey report (2012) Q1/2012, Q2/2012, Q3/2012 and Q4/2012
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