Aeronautical and Astronautical Society of the Republic of China
Nowadays the service quality has become the core value for airlines to win the market share under severe competition. This research broadly investigated passengers' viewpoints regarding their expectations and satisfactions of the service provided by the eight airlines operating in the Asian market. According to the number of passengers and the amount of revenue, this research divided Asian routes into Taipei-Hong Kong, Taipei-Japan and other Asian routes. The simple visual IPA technique was refined and discussed in details. Traditional IPA might mislead the airlines into a blind spot, in which only focuses on their own passengers' opinions and neglect the comparison with other competitors. The refined IPA not only conserves the conciseness and efficiency of traditional IPA, but is able to reveal the significant differences between the importance and satisfactions of various services perceived by customers who fly with different airlines in different routes.
Journal of Aeronautics, Astronautics and Aviation, Series A, 40(3), p.173-181