【作者】 许晓明；

【导师】 何文盛；

【作者基本信息】 兰州大学 ， 工商管理硕士（专业学位）， 2024， 硕士

【摘要】 随着居民消费能力的持续增强,人们因速度快和舒适的乘坐体验越来越倾向于选择商业航空作为出行方式。伴随新冠疫情的结束,全球航空业正加快恢复进程,国内主要航空公司也期望能够迅速增加航班数量,努力恢复到疫情前的运营水平并实现盈利。在这种背景下,航空业需要创新其经营管理策略,始终以满足乘客需求为中心,努力提升服务品质以提高乘客的满意度并增加客户粘性,从而在激烈的市场竞争中突出重围,创造更好的经济与社会效应。G航空公司作为中国国内领先的三大航空公司之一,目前飞机数量位于前列且拥有最多的宽体飞机。然而,随着航空行业竞争加剧和消费者权益意识的提升,G航空公司的客户服务面临日趋激烈的挑战,需采取有力措施进一步提升服务质量,实现航空公司业务增长的目标。本文首先基于SERVQUAL研究模型构建论文分析框架,通过对乘客进行问卷调查的方式,诊断出G航空公司客舱服务中的五个关键问题。然后,与G航空公司客舱服务部的管理团队和高级乘务长一起通过头脑风暴方法分析出五个方面问题的原因,包括:1)有形性维度:客舱的软硬件设施滞后导致乘客的体验感不佳;2)可靠性维度:服务品质可靠性有待提升,非正常航班服务反应缓慢;3)响应性维度:客舱服务具有一定的延时,不能及时回应顾客需求;4)保证性维度:乘务员服务未能按照标准化服务规范充分满足乘客需求;5)移情性维度:商务舱的服务特色不突出不鲜明,导致旅客对G航空公司的忠诚度不高。然后,基于问题成因,制定提升G航空公司客舱服务质量的策略,包括提升客舱服务设备舒适度与丰富机上娱乐设施多样化、完善非正常航班应急预案与加强员工培训和赋权、客舱服务人员配置优化与客舱服务工作流程再造、加强乘务员服务意识培养与完善服务需求匹配机制、明确商务舱服务产品定位与打造商务舱服务差异化特色等。最后,为了确保G航空公司客舱服务质量的提升策略得到有效执行,制订了实施计划,明确了执行的重点,提出了相应的保障措施。本研究不仅为G航空公司提供切实可行的客舱服务质量提升方案,也为提升旅客出行体验提供了新思路,具有重要的理论和实践意义。更多还原

【Abstract】 As the population’s spending power continues to grow,people are increasingly inclined to choose commercial aviation as a means of travelling due to the speed and comfort of the travel experience.With the end of the Xinguang epidemic,the global aviation industry is gradually recovering and accelerating the recovery process,and major domestic airlines expect to rapidly increase the number of flights in an endeavour to return to pre-epidemic levels of operation and achieve profitability.Against this backdrop,the airline industry needs to innovate its business management strategies,always focusing on meeting passenger needs and striving to improve service quality to enhance passenger satisfaction and increase customer stickiness,so as to stand out from the fierce competition in the market and create a better economic and social impact.G Airways,as one of the leading three major domestic airlines in China,has one of the highest number of aircraft and the largest number of wide-body aircraft.aircraft.However,with the increasing competition in the aviation industry and the rising awareness of consumers’ rights,Airline G’s customer service is facing more and more challenges,and it needs to take strong measures to further improve its service quality in order to achieve the airline’s business growth goals.This dissertation firstly constructs a thesis analysis framework based on the SERVQUAL research model,and diagnoses five key issues in the cabin service of Airline G by means of a questionnaire survey of passengers.Then,together with the management team and senior cabin crew of Airline G’s cabin service department,the causes of the five problems were analyzed through brainstorming methods,including:1)Tangibility dimension: the cabin’s hardware and software construction has led to a poor passenger experience;2)Reliability dimension: the reliability of the service quality is yet to be improved,and the response of the service of non-routine flights is slow;3)Responsiveness dimension: the cabin service has some delay,unable to respond to customer needs in time;4)Assurance dimension: cabin crew service fails to fully meet passenger needs in accordance with standardized service specifications;5)Empathy dimension: the service characteristics of business class are not prominent and distinctive,resulting in low customer loyalty to G Airlines.Then,based on the causes of the problem,we formulate strategies to improve the quality of cabin service of Airline G,including improving the comfort of cabin service equipment and enriching the diversity of in-flight entertainment facilities,improving the contingency plan for non-normal flights and strengthening staff training and empowerment,optimizing the staffing of cabin service and re-engineering the workflow of cabin service,strengthening the cultivation of cabin crew’s service awareness and perfecting the mechanism of matching the service demand,defining the positioning and creating the differentiation of the business class service products,and improving the service quality of the business class service.Positioning of business class service products and creating differentiated features of business class service.Finally,in order to ensure the effective implementation of the cabin service quality improvement strategy of Airline G,an implementation plan has been formulated,with clear implementation priorities and safeguard measures proposed.This study not only provides practical cabin service quality improvement solutions for Airline G,but also provides new ideas for improving passengers’ travelling experience,which is of great theoretical and practical significance.更多还原