论航空公司运营中的服务接触及关键事件管理

The Service Encounter of Airline's Operation and the Critical Incident Management

一般地,顾客根据服务接触形成对航空公司运输服务质量的感知,而从服务过程的角度看,服务接触中的关键事件对顾客服务质量感知有显著影响。根据近年来民航运输消费者的有效投诉情况进行综合分析,航空公司须加强以下几类关键事件的管理:航班延误、排队等待、服务角色、第三方生产者和顾客互动等。只有加强服务接触的各类关键事件的管理,强化服务人员的服务意识,并积极做好修复工作,才能提高航空公司服务接触的质量和产品竞争力。

Customer＇s feelings about the service quality of an airline are generally based on service encounter and, viewed from the service process, critical incidents in service encounter exercise distinctive influence upon customer＇s feelings. The paper, analyzing the reasonable complaints of customers in recent years, argues that airlines should emphasize the management of such critical incidents as flight delay, waiting in line, role of service, the third party producer and interaction with customers. Only by strengthening the critical incident management and the service sense and actively making up for customer＇s dissatisfaction can the quality of service encounter and the airline＇s competitive power be enhanced.