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研究生:金氏秋玄
研究生(外文):Kim Thi Thu Huyen
論文名稱:The Influence of Ground Service Quality and In-flight Service Quality on Customer Satisfaction: A case study of Vietnam Airlines
論文名稱(外文):The Influence of Ground Service Quality and In-flight Service Quality on Customer Satisfaction: A case study of Vietnam Airlines
指導教授:陳碧雲陳碧雲引用關係
指導教授(外文):Dr. Pi-Yun Chen
學位類別:碩士
校院名稱:樹德科技大學
系所名稱:金融系碩士班
學門:商業及管理學門
學類:財務金融學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:英文
論文頁數:113
中文關鍵詞:Service qualityCustomer SatisfactionCustomer complaintAirline serviceACSI model
外文關鍵詞:Service qualityCustomer SatisfactionCustomer complaintAirline serviceACSI model
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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)
[2]Bejar, R. (2010), Airline Trends and Ancillary Revenue Report, URL: www.airsavings.net
[3]Datamonitor (2011), Industry Profile: Global Airlines, URL: www.datamonitor.com
[4]Department of Interior (2001), American Customer Satisfaction Index (ACSI) Methodology, Report on Fish and Wildlife Service
[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
Articles

[1]Angelova, B., Measuring Customer Satisfaction with Service Quality Using American Customer Satisfaction Model (ACSI Model), Full Professor at Ss Cyril and Methodius University, Economic Institute, Prolet nr 1, Skopje- Macedonia
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[5]Edvardsson, B. (1992), Service breakdowns: a study of critical incidents in an airline industry, International Journal of Service Industry Management, Vol. 3 (4), pp. 17-29
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[8]Gronroos, C. (1978), A service-oriented approach to marketing of services, European Journal of Marketing, Vol. 12, Issue 8, pp. 588-601
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[10]Johnson, M. D. & Gustafsson, A., Andreassenc, T. W.,Lervikc, L., & Cha, J., The evolution and future of national customer satisfaction index models, University of Michigan Business School
[11]Kuo, Y. F, Wu, C. M., Deng, W. J. (2009), The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 5, pp.887–896
[12]Lee, H. S. (2013), Major Moderators Influencing the Relationships of Service Quality, Customer Satisfaction and Customer Loyalty, Asian Social Science, Vol. 9, No. 2; URL: http://dx.doi.org/10.5539/ass.v9n2p1
[13]Ngo, T. K. C. (2011), Improving customer satisfaction: Case Tiger airways, Master Thesis
[14]O’Loughlin, C. & Coenders, G. (2002), Application of the European Customer Satisfaction Index to Postal Services, Structural Equation Models versus Partial Least Squares, Department d’Economia, Universität de Girona, Girona
[15]Parasuraman, A., Berry, L. L. & Zeithaml, V. A. (1991), Understanding customer expectations of service, Sloan Management Review, Vol. 32, pp. 39-48
[16]Parasuraman, A., Zeithaml, V. A & Berry, L. L. (1985), A Conceptual Model of Service Quality and Its Implication for Future Research, Journal of Marketing, vol. 49, pp. 41-50
[17]Skytrax (2010, 2011, 2012)
[18]Tiernan, S., Rhoades, D. L. & Waguespack Jr, B. (2008), Airline alliance service quality performance – an analysis of US and EU member airlines, Journal of Air Transport Management, Vol. 14, pp. 99-102
[19]Tolpa, E. (2012), Measuring Customer Expectations of Service Quality: case Airline Industry, Master Thesis
[20]Tsaur, S., Chang, T. & Yen, C. (2002), The evaluation of airline service quality by fuzzy MCDM, Tourism Management, vol. 23 (2), pp. 107-115
[21]Xue, L. & Yang, C. (2008), An Exploratory Study of Customer Satisfaction Based on ACSIModel - An application to the No.2 bus service in Gavle of Sweden



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