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MBA毕业论文_圳宝安国际机场特殊旅客服务质量提升研究PDF

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民航业不仅在我国国民经济发展中占有重要地位,更是国家重要战略产业之一,在新时代背 景下,实现从民航大国向民航强国跨越的关键任务就是着力推进民航发展质量、效率和动力变革, 以服务促提升,用质量促发展,大力提升民航服务质量,建成保障有力、人民满意、竞争力强的 民航强国。随着广大民众对交通出行的体验要求越来越高,民航服务水平的提升速度远远未赶上 广大民众对服务需求提高的脚步,同时在市场竞争日益激烈及交通出行选择更加多元化的今天, 机场发展的核心竞争力必然是高品质服务,而特殊旅客作为机场运输服务的重要对象,其服务质 量的好坏不仅直接关系到机场的品牌形象、客户的选择,也在一定程度上直接体现了机场的整体 服务水平和质量,因此重视和响应行业服务需求,增加特殊旅客服务标准的柔性,提高特殊旅客 服务满意度都是十分必要的。 本文以深圳宝安国际机场特殊旅客服务质量为研究对象,分析了深圳宝安国际机场现行的特 殊旅客服务项目和综合满意度测评成绩后,以PZB的服务质量差距理论和SERVQUAL量表评 价法为基础,采用问卷调查、案例研究、文献研究、实地调研等研究方法,对深圳宝安国际机场 特殊旅客服务质量进行研究。本文将特殊旅客进行细分,包含病残旅客、孕妇旅客、无成人陪伴 儿童、无成人陪伴老人等,参照PZB对SERVQUAL量表的修正,并根据深圳宝安国际机场的特 点,设计出一套适用于深圳宝安国际机场特殊旅客服务质量评价的指标体系。在该指标体系基础 上设计不同类别特殊旅客调查问卷,在深圳机场进出港最后一个服务流程节点开展随机抽样问卷 调查,根据评价信息分析结果找到特殊旅客在安全性、有形性、可靠性、响应性、保证性、移情 性6个维度存在的问题及产生的原因,最后从完善服务管理、补齐服务短板、创新服务产品三个 层面制定具体提升措施:一是健全特殊旅客服务质量管理体系。先树立特殊旅客服务理念,健全 特殊旅客服务标准,再强化特殊旅客服务培训,提高员工满意度,其次建立特殊旅客服务质量监 督机制,提高服务考核奖惩标准,最后严格管控特殊旅客安全、服务风险,建立持续改进机制; 二是补齐特殊旅客服务短板,夯实特殊旅客服务基础。先是完善特殊旅客基础设施,优化特殊旅 客服务设备,再改进现行特殊旅客服务产品,打造一支专业化特殊旅客服务团队,其次提高航班 延误补救服务,更新深圳机场服务承诺白皮书;三是打造具有深圳机场特色的特殊旅客创新服务 品牌。开发“飞鱼环梦,一路相伴”和“飞鱼环梦,智慧相伴”两项创新产品。最后对特殊旅客 服务质量提升效果进行预测。本文的研究过程对国内千万级大型机场的特殊旅客服务质量提升具 有可借鉴意义。 关键词:服务质量差距模型;特殊旅客;SERVQUAL量表;深圳宝安国际机场 深圳宝安国际机场特殊旅客服务质量提升研究 II ABSTRACT As an important national strategic industry, civil aviation industry plays an important role in the development of our national economic. In the new era, the key task to realize the leap from a big country to a powerful country of civil aviation is to strive to promote the quality, efficiency and power transformation of civil aviation development. We should promote development with quality, greatly improve the quality of civil aviation services, and build a powerful civil aviation power with strong guarantee, people's satisfaction and competitiveness. However, with the increasing demand of passengers for travel experience, the improvement speed of civil aviation service quality is far from catching up with the improvement of service demand of the general public. At the same time, with the increasingly fierce competition in civil aviation industry and more diversified choice of travel, the core competitiveness of airport development must be high-quality service. And the service quality of the special passengers who are an important object of airport transportation services, is not only directly related to the brand image of the airport and the choice of customers, but also directly reflects the overall service level and quality of the airport to a certain extent. Therefore, it is necessary to attach importance to and respond to the service demand of the civil aviation industry, increase the flexibility of service standards for special passengers, and improve the service satisfaction of special passengers. This paper takes special passengers of Shenzhen Airport as the research object, analyzes the current special passenger service items and the satisfaction evaluation results of Shenzhen Airport. Based on PZB's theory of service quality gap and SERVQUAL scale method, this paper studies the service quality of special passengers in Shenzhen airport by literature research, interview, field investigation and questionnaire survey. It investigates different types of special passengers and revised SERVQUAL scale by PZB to design an index system suitable for the evaluation of the service quality of Shenzhen Bao'an International Airport special passengers. On the basis of this indicator system, questionnaires for different categories of special passengers are designed, and a random sampling survey is conducted at the last service flow node of the Shenzhen Airport for entering and leaving , finds out the problems and causes in the five dimensions of tangibility, reliability, responsiveness, assurance and empathy, and finally makes specific strategies from the aspects of improving service management, making up for service shortcomings, innovating service products. First, we should establish the concept of special passenger service, improve the standards of special passenger service, and then strengthen the training of special passenger service to improve staff satisfaction. Secondly, we 南京航空航天大学硕士学位论文 III should establish a mechanism to supervise the quality of special passenger service and raise the standards of rewards and punishments for service assessment, finally, we should strictly control the safety and service risks of special passengers and establish a continuous improvement mechanism. First, we will improve the special passenger infrastructure, optimize the special passenger service equipment, and then improve the existing special passenger service products to create a specialized special passenger service team. Secondly, we will improve the flight delay recovery service, update the White Paper of Shenzhen Airport Service Commitment; Third, create a special passenger innovative service brand with Shenzhen airport characteristics. Development of " Living the dream, all the way together" and " Living the dream, wisdom together" products. Finally, this paper forecasts the effects of improving service quality of special passengers. The research and analysis process of this paper can be used for reference to improve the service quality of special passengers in domestic airports. Keywords: Service quality gap model; special passengers; SERVQUAL scale; Shenzhen Airport 南京航空航天大学硕士学位论文 V 目 录 第一章 绪论 ............... 1 1.1研究背景 ........... 1 1.1.1民航服务业迎来良好发展环境 ............................. 1 1.1.2提升特殊旅客服务质量是机场的必然选择 ......... 2 1.2国内外研究现状 .............................. 2 1.2.1国外研究现状 .......................... 2 1.2.2国内研究现状 .......................... 4 1.2.3研究述评 ... 5 1.3研究意义 ........... 5 1.3.1理论意义 ... 6 1.3.2实践意义 ... 6 1.4研究目标与研究内容 ...................... 6 1.4.1研究目标 ... 6 1.4.2研究内容 ... 6 1.5研究方法与技术路线 ...................... 7 1.5.1研究方法 ... 7 1.5.2研究技术路线 .......................... 8 第二章 相关理论概述 .............................. 9 2.1服务与服务质量理论 ...................... 9 2.1.1服务的概念 .............................. 9 2.1.2服务质量理论 .......................... 9 2.2服务质量评价理论 ........................ 10 2.2.1服务质量差距模型 ................ 10 2.2.1服务质量评价方法 ................ 13 2.3特殊旅客概念和界定 .................... 14 2.3.1特殊旅客概念 ........................ 14 2.3.2特殊旅客范围 ........................ 15 2.3.3特殊旅客分类 ........................ 16 2.4本章小结 ......... 16 第三章 深圳机场特殊旅客服务质量现状分析 ................... 18 深圳宝安国际机场特殊旅客服务质量提升研究 VI 3.1深圳机场简介 . 18 3.1.1深圳机场概况 ........................ 18 3.1.2深圳市机场地面服务公司简介 ........................... 19 3.1.3深圳机场特殊旅客服务项目开展情况 ............... 21 3.1.4深圳机场旅客服务满意度测评情况 ................... 23 3.2深圳机场特殊