Explore the Typology of Service Failures and Service Recoveries for Airlines: Application of Serviceblueprint and Critical Incidents Technique

• Main Authors: Chia-yu Tu, 杜家妤
• Other Authors: Kai-Chieh Hu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/55149371097756637098

碩士 === 東吳大學 === 企業管理學系 === 100 === The airline industry in Taiwan has become more competitive due to the “Open-Sky” policy, Cross-trait direct flight and the entry of low-cost carrier airline. Prior to choosing the airline, the travelers will usually consider flight time, ticket price, convenience, and travel habits for reference. Apart from the previous considerations, the service quality is also one of the important reasons that affect the travelers purchase intention. The customer satisfaction has a close relationship with the airline service quality, including booking tickets, issuing tickets, check-in process, luggage service, and inflight services. During each airline service process, the service failure might results from various reasons and leads to a low customer satisfaction. When the service failure happens, service recovery plays a key role in retaining the customers. This study used Critical Incident Technique (CIT) as a research method to collect the data of unsatisfied experiences during the international flight. In addition, the serviceblueprint is used to draw out service process to find more details in each service. The collected data from service failure and service recovery were categorized into various types. Then, this study conducted a cross-analysis comparison both on service failure and serviceblueprint, and service failure and service recovery. With the analysis results, the research provides some managerial implications for the airlines in service recovery for each service failure as well as the suggestions for future research.