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研究生： 林雅琪
Lin, Ya-Chi
論文名稱： 高雄國際機場服務品質評估與改善策略-整合IPA、三因子理論與QFD模式
Service Quality Evaluation and Improvement Strategies for Kaohsiung International Airport - Integrating IPA, Three-factor Theory and QFD
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： 中文
論文頁數： 195
中文關鍵詞： 機場服務品質 、修正重要度滿意度分析 、三因子理論 、灰關聯分析 、品質機能展開法
外文關鍵詞： Airport Service Quality, Revised Importance-Performance Analysis (Revised IPA), Three-factor theory, Grey Relational Analysis (GRA), Quality Function Deployment (QFD)
相關次數： 點閱：175  下載：8 
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    • 歷經金融海嘯衝擊，目前亞太地區之航空市場開始復甦與成長，因此，亞太地區各個國家皆把握機會，改善其機場之設施以提升競爭力，其中，服務品質為提昇競爭力之關鍵之一，而在越來越講究服務品質之環境下，台灣開始檢視機場服務之提供，尤以桃園國際機場最為受矚目，然在南台灣觀光發展以及兩岸直航下，高雄國際機場之旅客人數預期將呈現成長，面對此外在環境之機會下，台灣同樣應檢視高雄國際機場之服務品質與機場使用者滿意程度，藉此提昇機場之競爭力。
    本研究係以改善高雄國際機場服務品質為基礎，運用增加「價格」構面之服務品質模式發展研究架構與服務問項，進而擬定服務品質問卷前往高雄國際機場實地發放，再藉由修正重要度滿意度分析令問卷分析結果更符合實際情況，然後利用品質機能展開法之流程與架構，將分析之結果配合旅客與機場專業人員之意見，進一步進行改善方案之擬定，並透過專家問卷之方式，配合灰關聯分析求得顧客需求與改善方案間之關聯矩陣，再配合SERVQUAL模式以及三因子理論導出顧客需求之修正權重值，最後利用權重值與關聯矩陣評估較為重要之優先改善方案。
    本研究針對整體旅客以及休閒旅客分群各篩選出十項優先改善方案，其中共有七項為重複之方案，而未重複之方案則視為該分群旅客較為重視的改善方案，整體旅客較為重視「於正確位置放置適當之指標」、「候機室規劃上網區」以及「依行李送達之時間訂定關鍵績效指標」；休閒旅客則較重視「將以客為尊納入機場員工教育訓練」、「配合政府政策進行機場周邊景觀美化」以及「訂定餐飲與商店價格審核機制」。而本研究由分析結果發現，「價格」為服務品質之關鍵因素之一，而利用修正重要度滿意度分析之結果較符合實際情況，另外，結合修正重要度滿意度分析、SERVQUAL模式與三因子理論於品質機能展開法，將使得改善之方案更符合實務之需求，增加研究之參考價值。

    The aviation market in Asia has rapidly recovered from the global financial crisis. The Asia-Pacific nations have all made efforts trying to improve their facilities for enhancing the competitiveness of their airports. However, “service quality” would be the key factor for enhancing competitiveness of airport. The travel volume has been growing in recent years because of the cross-strait flights and tourism policy. Therefore, the quality of service offered at Kaohsiung International Airport, the gateway in southern Taiwan, should be extensively examined by conducting a customer satisfaction survey as it is drawing more attention from the public,.
    The goal of this research is based on improving service quality offered at Kaohsiung International Airport. The framework and the service attributes in this research are both developed from the service quality model incorporating the price dimension. The questionnaire is designed in accordance to the process which passenger will experience at Kaohsiung International Airport. The survey was conducted in the restricted departure area of KIA. The revised Importance-Performance Analysis, SERVQUAL model, Three-factor theory, Grey Relational Analysis are applied with Quality Function Deployment (QFD) to set up the priority for improvement projects basing on passenger perception. General passengers pay more attention to “proper signs located at appropriate positions”, “internet access in departure area ” and “setting luggage delivery time as one of Key Performance Indicators (KPI)”. However, leisure passengers are paying more attention to “customer-oriented service training for airport staff ”, “improving the appearance of peripheral area around the airport ” and “establishing price mechanism for dining and shopping facilities”.
    The result shows that the price dimension is regarded as one of the key factors in service quality and has made the analysis developed from revised IPA more consistent to the reality. Moreover, the incorporation of revised IPA, SEVQUAL model and Three- factor theory into QFD will help to develop better conclusion and enhance the value of this research.

    摘要 I Abstract II 致謝 III 目錄 IV 圖目錄 VIII 表目錄 IX 第一章 緒論 1 1.1　研究動機 1 1.2　研究目的 2 1.3　研究範圍與限制 3 1.4　研究方法 3 1.5　研究流程 4 1.6　高雄國際機場簡介 6 1.6.1 高雄國際機場介紹 7 1.6.2 高雄機場設施 9 1.6.3 願景與政策 10 第二章 文獻回顧 11 2.1　高雄國際機場營運概況 11 2.1.1 起降架次 11 2.1.2 旅客人數 13 2.1.3 貨運 14 2.2　服務品質 16 2.2.1 定義 16 2.2.2 服務品質模式 17 2.2.3 服務品質與顧客滿意度 21 2.2.4 價格與服務品質 22 2.2.5 等待服務品質 23 2.3　機場管理相關文獻 24 2.3.1 機場服務之評估項目 24 2.3.2 機場服務相關文獻 27 2.4 重要度滿意度分析相關文獻 29 2.4.1 傳統重要度滿意度分析 29 2.4.2 重要度滿意度分析之相關應用 30 2.4.3 修正後重要度滿意度分析 31 2.5 品質機能展開 34 2.5.1 品質機能展開之定義 34 2.5.2 品質機能展開架構與步驟 36 2.5.3 品質機能展開之優點 40 2.5.4 品質機能展開之其它應用 41 2.6 小結 45 第三章 研究方法 ................ 46 3.1 問卷設計 .................... 46 3.2 問卷抽樣設計 ................... 50 3.2.1 抽樣方法 .....................50 3.2.2 抽樣誤差與有效樣本數 ............ 50 3.3 問卷分析方法 .................... 51 3.3.1 修正重要度滿意度分析 .............51 3.4 品質機能展開 ..................... 53 3.4.1 顧客需求權重值 .................. 54 3.4.2 工程特性展開 .................... 56 3.4.3 工程特性排序 .................... 56 3.5 三因子理論 ...................... 58 第四章 調查結果與資料分析 ............... 59 4.1 項目分析 .......................... 59 4.2 效度分析 .......................... 60 4.3 信度分析 .......................... 61 4.4 樣本特性分析 ....................... 62 4.4.1 旅客基本資料 ..................... 62 4.4.2 旅客之旅運特性 ................... 63 4.5 服務品質滿意度分析 .................. 64 4.5.1 綜合滿意度分析 ................... 64 4.5.2 整體滿意度分析 ................... 65 4.6 服務品質重要度分析 ................. 67 4.6.1 外顯式重要度分析 ................. 68 4.6.2 內隱式重要度分析 .................. 70 4.7 服務品質重要度與滿意度分析 ........... 72 4.7.1 傳統重要度與滿意度分析 ............. 72 4.7.2 修正後滿意度與重要度分析 ............ 77 4.7.3 傳統與修正後滿意度重要度分析之比較 ..... 82 4.8 服務構面之重要度與滿意度分析 ............. 89 4.8.1 服務構面滿意度分析 .................... 89 4.8.2 服務構面重要度分析 .....................89 4.8.3 服務構面重要度與滿意度分析 ............. 90 4.8.4 傳統與修正式重要度滿意度分析比較 ......... 91 4.9 建議 ................................... 92 4.9.1 服務項目改善建議 ....................... 93 4.9.2 服務構面改善建議 ....................... 96 第五章 顧客分群之重要度滿意度分析 ............... 97 5.1 滿意程度之顧客分群 ........................ 97 5.1.1 滿意度低之旅客 ......................... 97 5.1.2 滿意度高之旅客 ........................ 102 5.1.3 比較 ................................ 107 5.2 旅次目的之顧客分群 ...................... 108 5.2.1 以商務旅次為目的之旅客 ................. 109 5.2.2 以休閒旅次為目的之旅客 ................... 112 5.2.3 比較 ................................... 116 第六章 品質機能展開分析 ......................... 118 6.1 三因子屬性分析 ............................ 118 6.1.1 服務品質屬性分類 ........................ 118 6.1.2 結合修正IPA 與三因子理論 ........... 126 6.2 顧客需求修正權重值 ....................... 129 6.3 工程特性展開 ............................. 136 6.4 關聯矩陣 ................................. 144 6.5 改善方案之優先排序 ........................ 147 第七章 結論與建議 ............................. 153 7.1 結論 .................................... 153 7.2 建議 ................................... 157 7.2.1 依顧客角度給予之建議 ................... 157 7.2.2 依管理者角度給予之建議 .................. 159 7.3 本研究之貢獻 .............................. 161 7.4 後續相關研究之建議 ......................... 162 參考文獻－中文 ................................ 163 參考文獻－英文 ................................ 164 參考文獻－網頁部分 ............................ 168 附錄一 ................................. 169 附錄二 ..................................... 172 附錄三 .................................. 176 附錄四 ...................................... 185 附錄五 .................................... 189

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