Passenger Perception and Expectation on Service Quality of Taiwan-Hong Kong Airlines

• Main Authors: Ming-Je Tsai, 蔡明哲
• Other Authors: Shyue-Koong Chang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/48010517845714558713

碩士 === 國立臺灣大學 === 土木工程學研究所 === 93 === As a result of the indirect air link between Taiwan and China, Taiwanese generally make use of Hong Kong as the first arrival or transit station since the government removed the entry restriction to mainland China. According to the statistics from the Tourism Bureau, the Ministry of Transportation and Communications, Republic of china, yearly passengers from Taiwan to Hong Kong were 2.17 millions which occupied thirty percent of totally outbound tourists in the past seven years. Taiwan-Hong Kong air route therefore is worth calling “Golden Route” in airlines’ perspective. Therefore, the domestic airlines facing such intense competition ought to provide passengers with better service quality based on customers’ satisfaction. This study aims to realize passengers’ perceptions and expectations toward domestic China Airlines and foreign Cathay Pacific Airways through passenger survey in departure terminal at CKS international airport. With the results of survey, the study develops factorial dimensions of service quality and market segment of domestic air passengers in order to improve service quality of domestic airlines and to set up competitive advantages of internationalization. This study applied multivariate statistical analysis to evaluate a series of assessment, including T-test, Factor Analysis, Cluster Analysis, One-Way MANOVA, Chi-Square Analysis, and Importance Performance Analysis（IPA）. The empirical study found that approximate half of all surveyed passengers take this route to transfer to mainland China. It is also shown that, Cathay Pacific Airways’ passengers had higher perceptions of service variables than that of China Airlines’. However, the Cathay Pacific Airways’ passengers are comparatively inferior to China Airlines’ with regard to service gap. Through the factor analysis, this study extracts five factorial components from original service variables, which are the quality of meals, the professionalism of cabin crew, the airport service, the in-flight facilities, and the image of public relation. According to the former components, the study adopts cluster analysis to divide all passengers into four market segments, which emphasize the service of professionalism cluster, in-flight facilities of airplane cluster, the airport service cluster, and all aspects of service clusters. It is shown that there are significant difference among these segments in terms of frequent flyer, ages and occupations. Finally, this study propose appropriate strategies for the China Airlines based on research results of service gap assessment, IPA, market segment.