| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 93 === Under such a condition of fierce competition of airline industry, it is the most critical issue to airline companies to satisfy their customers, so as to retain them. During the process of a series of service encounters between the airlines and their customers, the longest time period of service encounter is the customers’ staying in cabin. Thus, for the airline companies, the development of cabin crew’ serving ability is probably the most important approach that enables to promote customer satisfaction.
This research tends to explore whether the flight attendant’s serving ability is associated with customer satisfaction. The concept of serving ability was based on the five dimensions of the P.Z.B. model. Through a deep interview of experts and the analysis of factor analysis, the study has proposed a new model with six dimensions. In addition to the original five dimensions of the P.Z.B. model, one new dimension was named as ‘Initiativeness.’
The empirical research focused on surveying tour guides who experience a variety of carriers and asked the respondents to evaluate their satisfaction when they encountered to the cabin crew with different serving abilities. The findings of this research indicate that (1) There is a significant difference in flight attentand’s assurance among various levels of tour guide marital status. (2) At the top level of annul income, those tour guides have more expectations with regard to flight attentand’s Reliability, Empathy and Initiativeness that those who are lower annul income. (3) Tour guides are more satisfied with EVA Air flight attentands than those who work in Cathay Pacific Airways. (4) The new dimension, “Initiativeness” proposed in this study shows its importance because tour guides highly expect flight attentands to perform their “Initiativeness” on board. According to the research findings of this study, furthermore, we recommend several directions of future research for both practitioners and academicians.
Key words: Flight Attendant, P.Z.B model, Customer Satisfaction,
Initiativeness
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