整合Kano和品質機能展開以提升桃園國際機場之顧客滿意度

INTEGRATING KANO AND QUALITY FUNCTION DEPLOYMENT INTO IMPROVING THE CUSTOMER SATISFACTION OF TAOYUAN INTERNATIONAL AIRPORT

10.6220/joq.201810_25(5).0001

曾清枝(Ching-Chih Tseng)；林萱瑋(Hsuan-Wei Lin)

Skytrax量表 ； Kano模式 ； 層級分析法 ； 品質機能展開 ； Skytrax Scale ； Kano model ； analytical hierarchy process ； quality function deployment

品質學報

25卷5期（2018 / 10 / 30）

289 - 309

繁體中文

國際機場是國家對外的重要門戶，往往也是旅客對一個國家的第一印象。因此，各國無不致力於改善機場的服務品質以提升機場國際排名和顧客滿意度。過去關於機場服務品質文獻大部分著重於如何評估機場服務品質，但關於如何改善機場服務品質滿意度和提升機場排名似乎相當缺乏。因此本研究試圖將Kano品質模式和層級分析法整合於品質機能展開(quality function deployment, QFD)以改善機場服務品質滿意度。本研究以Skytrax量表基礎發展出桃園國際機場服務品質量表(TAISERQ)作為顧客服務品質需求要素，並透過品質屋工具將顧客需求轉換為機場服務品質設計。另外，本研究使用Kano品質模式以分類品質需求要素，以瞭解顧客真正的需要，也透過層級分析法以評估服務品質要素之相對重要度。最後，本研究執行競爭力分析，比較了桃園國際機場和亞洲兩個表現突出的新加坡樟宜機場和香港國際機場等國際機場，並建議桃園國際機場之整體服務設計改善和優先順序。研究結果顯示桃園國際機場服務品質顯著劣於其餘兩個機場，而機場服務設計要素中應優先執行「機場服務設施」以大幅改善顧客滿意度。

International airports are an important gateway to the country, and are often the first impression of a passenger to a country. Therefore, all countries are committed to improving the airport's service quality to ameliorate the airport international ranking and customer satisfaction. Previous works on quality of airport service are mostly focused on assessing the quality of airport services, but there seems to be no work on how to improve airport service quality satisfaction and airport rankings. Therefore, this study attempts to integrate Kano quality model and analytic hierarchy process into quality function deployment to improve airport service quality satisfaction. This paper uses TAISERQ scale developed from the Skytrax Scale as customer service quality requirement elements, and employs house of quality to transform the customer requirement into the airport service quality design. In addition, Kano quality model is introduced to classify the service quality elements to understand the real need of the customer, and analytical hierarchy process is also used to evaluate the relative importance of service quality elements. Finally, this study conducts a competitive analysis comparing Taoyuan International Airport with the other two outstanding airports in Asia, Singapore Changi Airport and Hong Kong International Airport, and suggests the overall service design elements and their priority of Taoyuan International Airport. The study results show that the quality of service of Taoyuan International Airport is significantly inferior to that of the other two. Moreover, among the elements of service design, ＂airport service facilities＂ should be implemented first to improve customer satisfaction significantly.

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