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研究生：	楊政衡 Yang, Cheng-Heng
論文名稱：	國際機場服務品質評估之研究-以桃園國際機場為例 Evaluating Service Quality for an International Airport - A Case Study of Taoyuan International Airport
指導教授：	張有恆 Chang, Yu-Hern
學位類別：	碩士 Master
系所名稱：	管理學院 - 交通管理科學系 Department of Transportation and Communication Management Science
論文出版年：	2011
畢業學年度：	99
語文別：	英文
論文頁數：	142
中文關鍵詞：	機場服務品質、重要度-滿意度分析(IPA) 、IPA修正、Kano 三因子理論、焦點團體
外文關鍵詞：	airport service quality, Importance-Performance Analysis, Revised IPA, Kano’s three factor theory, focus group
相關次數：	點閱：127 下載：10
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在全球國際化之風潮下，國際機場如同一國之大門。目前，亞太地區之航空業為全球成長率最快速的地區，而國際機場更是其中最重要的基礎建設，因此一個國家的航空業能否快速發展，取決於該國其國際機場之水準。於2009年，桃園機場之全球機場排名由前年度的18名大幅滑落至27名，再加上桃園機場狀況頻出，因此，本研究將藉此機會，針對桃園機場之服務品質進行一全面性的評估，並依相關服務品質之缺失進行改善建議。
本研究之研究方法係分為量化和質化兩部分。首先，於量化部分分為兩階段進行，第一階段係進行桃園國際機場實地問卷調查，以得知旅客對桃園機場各項服務的實際評比，並運用重要度-滿意度分析(Importance-Performance Analysis)進行問卷分析，以求得旅客認為其重要度高但滿意度低之服務項目；第二階段則進行重要度-滿意度分析修正，結合落差分析(gap analysis)及Kano三因子理論 (Kano’s three factor theory)將原本IPA的分隔線加以擴大，再依據落差分析的原理，藉由旅客預期與實際感受之服務水準間的差距，做為機場服務品質的改善優先順序的依據，並配合三因子屬性分類使得分析之結果更加符合實際狀況。
於質化部分，則邀請知名專家學者、航空公司以及相關旅行業者共同參與焦點團體，以進行焦點團體研究模式，針對桃園機場的服務品質作進一步更深入的探討。其中，焦點團體除了配合IPA之結果作更細部的分析外，對桃園機場各項服務品質之未來改善計畫亦進行廣泛討論。
研究結果顯示，旅客對機場內所提供的餐飲服務、指示標誌、行李提領等候時間以及航站漏水問題等服務品質最不滿意，因此須立即改善。此外，由焦點團體座談結果發現，專家建議機場設計不僅需具備實用功能外，亦須兼顧美觀，且能同時展現台灣在地文化特色。最後，冀能藉積極改善桃園機場服務品質來提升旅客整體滿意度，並期許桃園機場能儘速擠身為全球十大最佳機場之一。

Airports are the key factor and the most important infrastructure leading to the prosperity of the airlines industry worldwide as air travel is the primary means of transportation. Moreover, according to the forecast published by Airbus and Boeing, passenger traffic shows a steady growth of 6% or so per year until 2014.
Taoyuan International Airport (TIA) has been managing to operate without further expansion since its completion of Terminal 2 in 2000 in spite of the fact that passenger traffic has already grown substantially in recent years. The services offered at TIA have been widely criticized since the facilities are far from adequate. Its ranking in international airport satisfaction surveys has dropped as a consequence of growing negative feedbacks regarding passengers services.
The aim of this research is to quantify passenger satisfaction regarding services offered at Taoyuan International Airport. A general customer satisfaction survey was conducted at TIA, followed by the Importance-Performance Analysis which is later revised with incorporation of gap analysis and Kano’s three-factor theory in order to obtain more streamlined results to passenger needs. The focus group sessions were applied to back up and elaborate the results produced by talking over the quality of service provided by TIA.
The results have shown that passengers were most dissatisfied with the food and beverage service, waiting time for reclaiming time, signage and water leak problem inside the terminal. Moreover, the panels of focus groups strongly recommended that a quality international should incorporate aesthetic and local traits into its designs. The ultimate for the service quality enhancement is to keep TIA competitive while being able to cater to passenger needs.

Chapter 1 Introduction....................................1
1.1	Research Background...............................1
1.2	Research Motivation...............................3
1.3	Research Purpose..................................4
1.4	Research Scope....................................5
1.5	Research Framework................................5
Chapter 2 Literature Review...............................8
2.1	Introduction to Taoyuan International Airport.....8
2.2	Service Quality..................................11
2.2.1	Definition of Service Quality....................11
2.2.2	Characteristics of Service.......................12
2.2.3	Service Quality Model............................14
2.2.4	Service Quality in an Airport....................16
2.3	Customer Satisfaction............................19
2.4	Relationship between Service Quality and Customer   Satisfaction.............................................21
2.5	Institutions Conducting Passenger Satisfaction Surveys..................................................23
2.5.1	Airport Council International (ACI)..............23
2.5.2	Skytrax..........................................24
2.6	Summary..........................................25
Chapter 3 Research Design and Methodology................26
3.1	Formulation of Questionnaire.....................26
3.2	Importance-Performance Analysis (IPA)............32
3.3	Revision of Importance-Performance Analysis......33
3.4	Importance Value Measurements....................35
3.4.1   Indirect Importance Values Approach..............36
3.4.2   Direct Importance Values Approach................36
3.5	Focus Group......................................38
3.5.1	Occasions for Applying a Focus Group.............39
3.5.2	Difference between Focus Group and Other Qualitative   Approaches...............................................40
3.5.3	Guidelines for Focus Group Practice..............41
3.5.4	Focus Group Panel Formation......................41
3.5.5	Topics for Focus Group Seminars..................43
3.5.6	Focus Group Results Analysis and Report Writing..43
3.6	Combination of Focus Groups and Surveys..........46
3.7	Improvement Strategy Development.................46
Chapter 4 General Findings of Importance-Performance Analysis.................................................47
4.1	Descriptive Analysis.............................47
4.1.1	Data Collection and Sampling Plan................47
4.1.2	Characteristics of Respondents...................47
4.1.3	Differences of level of overall satisfaction among groups of respondents....................................50
4.1.4	Factor Analysis..................................56
4.1.5	Reliability Test.................................56
4.2	Results of Importance-Performance Analysis(IPA)..57
4.2.1	Keep Up the Good Work............................58
4.2.2	Concentrate Here.................................59
4.2.3	Low Priority.....................................59
4.2.4	Possible Overkill................................60
4.2.5	Findings from Results of IPA.....................60
4.3	Revised Importance-Performance Analysis..........62
4.3.1	Revised Importance-Performance Analysis..........62
4.3.2	Revised Importance-Performance Analysis with Three Factor Theory............................................65
Chapter 5 Findings of Focus Group Sessions...............76
5.1	Focus Group Seminars.............................76
5.2	Findings of Focus Groups.........................77
5.2.1	Elaborations for Attributes Located in “Concentrate Here”....................................................77
5.2.2	Propositions for Service Attributes Located in Low Priority.................................................81
5.2.3	Other Defects of Taoyuan International Airport...83
5.2.4	Perspectives from the Panels.....................84
Chapter 6 Conclusions and Suggestions....................87
6.1	Conclusions......................................87
6.1.1	Findings of Revised Importance-Performance Analysis	.........................................................88
6.1.2	Findings Summarized from Focus Group Discussion Sessions.................................................89
6.2	Managerial Implications..........................90
6.3	Improvement Strategies for Taoyuan International Airport..................................................90
6.4	Research Contribution and Future Research Directions	.........................................................92
6.4.1	Research Contribution............................92
6.4.2	Future Research Direction........................93
Acknowledgement..........................................95
References...............................................96
Appendix 1..............................................103
Appendix 2..............................................107
Appendix 3..............................................111
 
List of Tables
Table 1-1 Ranking of major Asian airports from ASQ in 2007-2010......................................................3
Table 2-1 Basic information of TIA........................9
Table 2-2 Most frequently used criteria for measuring quality of service at airports...........................17
Table 2-3 Literature review of airport service attributes.18
Table 3-1 Prior to flight departure.......................27
Table 3-2 Arrival at the airport for a departure flight...27
Table 3-3 Airport facilities/services.....................28
Table 3-4 Guiding signs/flight information display system (FIDS)....................................................29
Table 3-5 Airline services................................29
Table 3-6 Comfort and conveniences inside terminal........30
Table 3-7 Customs/immigration/quarantine/security services (CIQS)....................................................30
Table 3-8 Indirect importance elicitation for importance evaluation................................................36
Table 3-9 Direct importance elicitation for importance evaluation................................................38
Table 3-10 Characteristics of focus group participants....42
Table 4-1 Characteristic of respondents...................49
Table 4-2 Differences of level of overall satisfaction among groups....................................................51
Table 4-3 Differences of research variables among constructs	..........................................................52
Table 4-4 Significant service construct between passengers of different nationalities................................53
Table 4-5 Significant service construct between passengers of different travel purposes..............................53
Table 4-6 Significant service construct between passengers utilizing different terminal..............................54
Table 4-7 Significant service construct between different types of passengers.......................................55
Table 4-8 Significant service construct between passengers of different gender.......................................55
Table 4-9 Factor analysis of constructs...................56
Table 4-10 Reliability Test...............................57
Table 4-11 Service attributes with high importance and high performance...............................................59
Table 4-12 Service attributes with high importance and low performance...............................................59
Table 4-13 Service attributes with low importance and low performance...............................................60
Table 4-14 Service attributes with low importance and high performance...............................................60
Table 4-15 Gap between perceived importance and performance	..........................................................63
Table 4-16 Service attributes categorized in regard to three factor theory.............................................68
Table 4-17 Basic service attributes in Revised IPA grid...70
Table 4-18 Performance service attributes in Revised IPA grid......................................................72
Table 4-19 Excitement service attributes in Revised IPA...74
 
List of Figures
Figure 1-1 Air passenger traffic at major Asian airports...2
Figure 1-2 Research framework..............................7
Figure 2-1 Layout of Taoyuan International Airport.........8
Figure 2-2 Taoyuan International Airport passenger figures from 2006-2010............................................10
Figure 2-3 Yearly incoming passengers from 2006-2010......11
Figure 2-4 Determinants of perceive quality...............14
Figure 2-5 Service quality model..........................16
Figure 2-6 Kano’s two-dimensional quality model...........20
Figure 2-7 Customer perceptions of quality and customer satisfaction..............................................22
Figure 2-8 The process flow chart for passenger departure at Taoyuan International Airport.............................31
Figure 3-1 Importance-Performance Analysis................33
Figure 3-2 Recommended approach to IPA....................34
Figure 3-3 Revised partition of IPA.......................34
Figure 3-4 Focus group research setting...................45
Figure 4-1Importance-Performance Analysis of Taoyuan International Airport.....................................58
Figure 4-2 Revised Importance-Performance Analysis........64

                                    

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Chinese Reference
1.交通部， 2010，陸海空重大交通政策論壇,，2010年全國運輸年會，逢甲大學，台中市
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Website Reference
1.www.caa.gov.tw
2.www.motc.gov.tw
3.www.aci.aero/cda/aci_common/display/main/aci_content07_banners.jsp?zn=aci&cp=1-7-46_725_2__
4.www.airbus.com:http://www.airbus.com/presscentre/corporate-information/key-documents/
5.www.boeing.com: http://www.boeing.com/commercial/cmo/index.html
6.www.airlinequality.com: www.worldairportsurvey.com/index.htm
7.www.iata.org
8.www.taoyuan-airport.com
9.www.taiwan.net.tw

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