基于理性和非理性因素视角下的航空公司服务补救质量评价体系研究

Research on Service Recovery Quality Evaluation of Airlines Based on SERVQUAL

科学有效的航空公司服务补救质量评价对提高顾客满意度和航空公司核心竞争力具有重要意义。借鉴SERVQUAL评价模型的核心思想,结合行为经济学理论将评价指标分为理性和非理性因素两大类,又根据民航服务特点对指标进行补充,初步构建了航空公司服务补救质量评价指标体系。然后,通过访谈和问卷调查的方式对指标分别进行了第一次优化和第二次优化。最后,根据实证研究结果为航空公司更好地提高服务失误后的服务质量提出了较详细的建议和策略。

Scientific and effective airline service recovery quality evaluation is of great significance to improve customer satisfaction and airline core competitiveness.Drawing lessons from the core ideas of the SERVQUAL evaluation model,combined with the theory of behavioral economics,the evaluation indicators are divided into two categories:rational and irrational factors.The indicators are supplemented according to the characteristics of civil aviation services,and an airline service recovery quality evaluation indicator system is initially constructed.Then,the indicators were optimized for the first time and for the second time through interviews and questionnaire surveys.Finally,based on the empirical research results,more detailed suggestions and strategies are put forward for airlines to better improve the service quality after service errors.