Kangding Airport Passenger Service Quality Improvement Countermeasures

Service quality is the core product of an airport. Passenger’s transport choice is diversified today, Kangding airport must rely on building excellent customer service to gain competitive advantage.Based on the SERVQUAL model of service quality, service quality is the gap that formed by the comparation of customer expections and practical experience to airport service quality, the current person is less than or equal to the latter, the passenger will be manifested in the quality of service satisfactory or acceptable; On the contrary, visitors will be shown disappointing. Passengers service quality expection comes from the practice in other airport,but also the kangding airport’s reputation and so on.Studies have shown that custormer’s practical perception of service quality covers various perceived factors,therefore,the service quality rating is not a one-dimensional concept.In this paper,we use the five dimensions of service quality, comfirmed by Parasuraman, Zeithaml and Berry(reliability, tangibility, responsiveness, guarateed, empathic),to appraise the perceived practical experience of service quality in Kangding airport.Based on the existed measure scale of perceived service quality, designed the passenger’s perceived practical experience questionnaire of the airport, and a total of 56 data samples obtained. According to the analysis of the questionnaire, the poorest perfomacese in passenger’s perceived practical experience of airport’s service quality are mainly embodied in three dimensions:tangibility, guarateed and empathic. Pareto analysis shows that, if we can improve the "service extension of (tangibility)",raise the" personnel active service awareness (guarateed) ",and offer the "catering service that value for money (empathic),then the passenger’s dissatisfied rate of perceived practical experience will drop by 78.5%.Therefore, Based on the 80/20 principle, Kangding airport should start to address the above three dissatisfied factors showed by passengers.In the aspect of guarateed, two main factors that result in costomer’s dissatisfaction:the airport security inspection and the baggage handling; in terms of the responsiveness, the factors leading to customer’s dissatisfaction is attributed to the service personnel that cannot offer pleasant answers to passenger’s difficulties. However,those above factors are not the principal contradiction causing the passenger’s dissatisfaction.Based on the above analysis, this paper put forward the following response measures to improve the perceived service quality situation in Kangding airport. Firstly, Airports should establish a modern concept of service quality to address the extension of existed services problems(tangibility) and the unsufficent initiative awareness of service staff (Guaranteed), etc. Besides,the airport should also adopt a series of modest incentives to strengthen the modern concept of service quality, help the service personnel find their work more pleasant (responsiveness). Secondly, the airport need to build a sound airport-servece management system, improve the service quality in empathic and guaranteed by offering better catering,more reliable security and accurate check-in and baggage handling process. Additionally, Kangding airport is also necessary to establish the service quality monitoring system and strengthen the service standards enforcement, moreover, through the entirely tracking of the service provision process, evaluating the airport perceived service quality dynamically,settling dowm the exposed problems immediately. In this way, Kangding airport can be able to build the continuous updated service-quality managemt system.