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论文编号：	13917
作者编号：	2120213412
上传时间：	2023/6/6 14:51:44
中文题目：	BH航空公司客舱服务质量优化研究
英文题目：	Research on Optimization of Cabin Service Quality of BH Airlines
指导老师：	杨坤
中文关键字：	服务质量；客舱服务； SERVQUAL量表；服务蓝图
英文关键字：	Service Quality; Cabin Service; SERVQUAL Scale; Service Blueprint
中文摘要：	自1949年11月“两航起义”发生，中国民用航空体系开始逐步建立，并在改革开放以后实现迅速蓬勃发展，民间资本的进入为民航业带来了活力，也加速了航空公司日益剧增的竞争压力。提升服务质量成为了航企成功发展的必由之路。而作为低成本航空公司，在服务设施和环境模块中对比传统全服务型航空公司有着天然的劣势，如何扬长避短，在控制成本和提升服务中间寻找平衡，是低成本航空公司目前面临的主要困境。尽管其在欧美和东南亚地区都已经经历了长足的发展，但在中国大陆地区出现不足二十年，如何改变顾客印象、提升服务质量仍是亟待解决的重要问题。 本论文首先梳理了服务质量、民航运输、客舱服务相关文献的研究，将SERVQUAL量表和服务蓝图作为本次研究的理论模型；通过服务场景识别、前台与后台行为确认等步骤，绘制了BH航空公司客舱部分的服务蓝图；发现了2个潜在失败点、1个客户等待点、1个员工决策点和2个主动关怀点。同时，本论文为BH航空公司的客舱服务呈现部分，以SERVQUAL量表为基础构建质量评价体系，通过两种渠道对旅客进行了满意度调查，按照得分排序进行问题梳理，列出了五个显著低分项目。从定性和定量两个方面充分挖掘了BH航空公司客舱服务现状。 通过梳理发现，两种分析方式的结果呈现出一定的相似性。整理其共通之处可知，BH航空公司的主要服务痛点为客舱环境整洁度、座椅过道舒适度、机上销售品丰富度、销售形式接受度、乘客需求满足度“五低”。以此为优化的重点，提出了合作单位管理、硬软件设施管理、服务流程管理和乘务员业务能力管理四个提升方向。以及乘务队伍层面、客舱业务部门层面和公司层面三个实施层面。通过招聘和筛选制度优化、乘务员职业形象塑造、乘务员服务能力提升、新服务产品开发、跨部门交流合作、标准和训练体系建设、资源投入、服务形象树立、管理制度完善共九条实施举措，保证方案落到实处，全方位优化BH航空客舱服务质量。
英文摘要：	Since the "Two Airline Uprising" in November 1949, China's civil aviation system has been gradually established, and after the reform and opening up, it has achieved rapid and prosperous development. The entry of private capital has brought vitality to the civil aviation industry and accelerated the increasing competitive pressure on airlines. Improving service quality has become a must for the successful development of airlines. As a low-cost airline, it has a natural disadvantage in terms of service facilities and environmental modules compared to traditional full-service airlines, and it is a major dilemma for low-cost airlines to find a balance between cost control and service enhancement. Although they have experienced significant development in Europe, the United States and Southeast Asia, they have emerged in mainland China for less than two decades, and how to change customer perceptions and improve service quality is still an important issue to be addressed. This thesis firstly composes the research of service quality, civil aviation transportation and cabin service related literature, and takes SERVQUAL scale and service blueprint as the theoretical model of this research. The service blueprint of the cabin section of BH Airlines was drawn through the steps of service scenario identification, front and back office behavior confirmation. Two potential failure points, one customer waiting point, one employee decision point and two proactive care points were identified. At the same time, a quality evaluation system was constructed based on the SERVQUAL scale for the cabin service presentation section of BH Airlines, and a passenger satisfaction survey was conducted through two channels to sort out the problems in order of scores and list five significantly low-scoring items. The current situation of cabin service of BH Airlines was fully explored from both qualitative and quantitative aspects. The results of the two analysis methods show some similarities. The common points of the analysis show that the main service pain points of BH airlines are the "five lows" of cabin environment cleanliness, seat aisle comfort, richness of in-flight sales items, acceptance of sales forms, and satisfaction of passenger needs. With this as the focus of optimization, four directions of improvement are proposed: management of cooperative units, management of hardware and software facilities, management of service process and management of flight attendants' business ability. We also propose three implementation levels: cabin crew level, cabin business department level and company level. As well as nine proposed initiatives of recruitment and screening system optimization, cabin crew professional image shaping, cabin crew service capability improvement, new service product development, inter-departmental communication and cooperation, standard and training system construction, resource investment, service image establishment, and management system improvement to ensure the program is put into practice and optimize BH Air cabin service quality in all aspects.
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