Research On Passenger Service Quality Strategy Improvement Of BY Airport

The 13 th five-year plan period,is the decisive stage for China to complete the building of a moderately prosperous society in all respects,and also a crucial period for China to leapfrog from a major country in civil aviation to a powerful country in c ivil aviation.As one of the pillars of the civil aviation industry,airport's hardware level,safeguard level,operation efficiency and service quality have attracted much attention.In order to further implement the bottom line requirements of civil aviation administration's “sincere service”,the industry purpose of “people's aviation for the people” is implemented with practical actions,actively carry out the “civil aviation service quality improvement” special action,especially perform the research of service quality improvement strategy of BY airport.Compared with physical products,service products have their own characters,and the service products provided by airports for airlines and passengers is a complex system engineering.Therefore,a correct understanding of the service objects and contents of the airport is the premise of further discussion on the improvement of airport passenger service quality.In the field of airport service,the concept of customer satisfaction and service quality is introduced into the field of airport service,BY airport,one of the three major airports in China,is taken as an example to explore the applicability of the above concepts and relevant theoretical methods to China's airport service industry.The purpose of this paper is to diagnose the problems existing in the passenger service quality of BY airport,and then propose strategies to improve the passenger service quality of BY airport,improve passenger satisfaction,consolidate its dominant position in the three domestic hub airports,further play its leading role in the industry,and increase the economic benefits of BY airport.Firstly,the theory of service quality and customer satisfaction are briefly stated in this paper.Ten evaluation service links are designed according to the flight flow and service experience of ordinary passengers and VIP passengers.It includes: airport transportation guidance,check-in procedures,security check/joint inspection service,waiting hall,environmental hygiene,boarding service,baggage service,transfer service and flight delay service.According to the particularity of VIP passengers,three main service links are designed,i.e,the VIP hall marks,the environment and facilities of the VIP hall and the flight service,which are subdivided into 14 evaluation items.At the same time,the unsatisfied items are investigated to truly and objectively understand the service status of BY airport and find out the service highlights and shortcomings.In addition,the satisfaction of employees inside BY airport was incorporated into the service quality evaluation system of this project,and an employee satisfaction survey was designed,including regulations,work adaptability,work atmosphere,work return,growth,logistics support and work cognition.Through the existing seven open questions such as service standard process optimization,which involve seven aspects of feelings about work,we can understand the improvement direction of airport service management from the perspective of employees.The employee satisfaction survey also includes the service satisfaction survey from the perspective of employees,which provides more references for further improvement of service qualityThrough the statistical data analysis of the questio nnaire survey results,the main problems in the improvement of service quality of BY airport are found out : The service management system is not perfect,and the relevant system in the service chain is missing;The training system is not perfect,and employees' sense of happiness is not strong;Flight delays are not handled in a timely manner,and flight punctuality is a prominent problem;The treatment of pain points and difficulties is not in place,and special rectification work is urgently needed;Service brand building is not in-depth,service reputation is not match.According to the problems,combined with the work ideas of CAAC,and focusing on the service objectives of BY airport,we found opportunities to improve product service,developed new service development ideas,and proposed the following improvement measures for the existing problems: First,improve the service management system and promote the standardized management of service work;Second,to strengthen the service education and training system,improve employee satisfaction;Third,we need to continue to pay attention to the needs of all kinds of passengers,and do a good job in handling normal flight upgrade and flight delay;Fourth,to innovate the design of service products to create BY airport service brand;Fifth,we need to carry out special service improvement work,focus on the key issues urgently needed to be solved in the service development of BY airport,and promote the high-quality development of BY airport service.In the field of civil aviation,the full use of service quality theory and customer satisfaction theory has important practical application value for improving airport passenger service quality and civil aviation service level,increasing airport economic benefits and giving play to the pillar role of airport in civil aviation industry.Due to the rich and comprehensive contents involved in service quality,airport service also has its own particularity.This paper only makes a preliminary exploration of service quality improvement strategy from the service quality theory and customer satisfaction theory of BY airport.