本研究之主要發現如下： 一、在九大服務流程中，多數服務項目未達旅客滿意期望。 二、不同性別、年齡、職業、收入、出國次數與出國目的旅客對服務項目之知覺差距有顯著差異，表示不同類型的旅客對於相同的服務項目之感受有極大不同。 三、在「行李等候時間」、「行李遺失之處理與賠償」、「客訴回應效率」、「班機異動通知」與「班機誤點賠償」等服務項目是航空公司最需優先改善之服務。 The main purpose of this study is to investigate the differences between the degree of airline customers’ subjective recognition toward the importance of service level and the degree of customer service satisfactions. Some services improvement suggestions will be drawn from the comparison studies.
The research method is based on the practical airline customer services to develop the full questionnaire. The total of 47 questions in 9 airline customer service procedures are used to ask 257 customers. Through the analysis of the gaps between the recognizable importance and real satisfaction by the ANOVA test and IPA analysis can screen the priorities of service items to be improved. The study results are useful for the airlines business decisions.
The main research conclusions are as bellow: 1.In all 9 service categories, most of them did not reach the full level of customers’ expectation. 2.The customer gender, age, occupation, income, travel frequency and the purpose of travel have dramatic differences on the 47 service items. It means that the different types of customers react very significantly to the same service item. 3.In the service items of ‘Luggage Waiting Time’, ‘Lost and Found Service’, ‘Complaint Responding Efficiency’, ‘Flight Irregularity Advices’, ‘Flight Delay Reimbursements’ are the most concerned from passengers’ viewpoint， and also the most urgent areas the airline industries have to improve.
