摘要21世纪的世界经济己经进入到了一个服务的时代。
服务业在国民经济和社会生活中的地位正在不断提高，各国之间的经济竞争已由产品竞争转向了服务竞争。
民航机场作为一个交通运输企业，在当今社会的经济发展中，越来越发挥出重要的作用。
民航机场的服务质量也日益受到公众和机场经营者的关注，不仅成为衡量机场发展好坏的重要指标，而且是机场作为企业组织能否具有竞争力的重要因素。
机场服务作为特殊产品，具有一定的特殊性，机场服务质量管理工作也比其它服务行业更加复杂。
广州白云国际机场作为国内重要的航空枢纽，近年来也同样面临着客户服务需求多样化和自身服务水平单一性的挑战。
因此，为了能够适应客户的服务需求变化，机场需要不断的提升服务水准，这就是本文深入研究白云机场服务提升策略的目的。
本文首先介绍了白云机场的服务现状，内容包括回顾了机场的发展历史和基本概况，分析了机场的客户类别和服务需求，阐述了白云机场的服务管理体系以及服务现状和不足;接着，利用竞争优势原理对白云机场提升服务所处的外部环境进行了分析;其次,利用服务营销理论对白云机场提升服务所具有的内部环境进行了重点探讨;最后，从效率、环境、服务理念三个方面提出白云机场的服务改进措施，力求解决机场服务管理上的一些现实问题，最终实现白云机场服务品质的提升。
本文对白云机场的服务管理进行了初步探讨，侧重于服务管理理论与改进提升措施的分析，希望能为机场的相关研究起到抛砖引玉的作用。
关键词：白云国际机场；服务提升；策略研究TABLE OF CONTENTS Abstract (i)摘要 (iii)目录 (viii) (ix)LIST OF TABLES (x)表目录 (xi)LIST OF FIGURES (xii)图目录 (xiii)Chapter1Introduction (1)1.1Research Background (1)1.2Research Purpose and Significance (2)1.3Research Methods (3)Chapter2Literature Review (5)2.1Competitive Advantage Theory (5)2.1.1Competitive Advantage (5)2.1.2The Choice of Competitive Strategy (5)2.1.3Three Basic Competitive Strategies (5)2.2Airport Service Quality Concept (6)2.2.1Service Marketing Theory (6)2.2.2Airport Service Quality Concept (7)2.3Service Quality Evaluation Model (8)2.3.1.Service Quality Gap Model (8)2.3.2Airport Service Quality Assessment Conceptual Model (10)2.3.3Airport Service Quality Evaluation Index System (10)Chapter3Case Description (16)3.1Baiyun International Airport Company Profile (16)3.2The Business Scope of Baiyun Airport (16)3.3Service Problems of Baiyun International Airport (18)3.3.1Market Positioning Fuzzy (18)3.3.2Service Quality Awareness to be Improved (19)3.3.3Service Capacity is Insufficient (19)3.3.4Low Service Personnel Quality (21)3.4Challenges that Baiyun Airport Facing (22)3.4.1Threat of Alternatives (22)3.4.2Competition among Domestic Hub Airports (22)Chapter4Case Analysis (23)4.1Airport Industry Competition Analysis (23)4.1.1Intensive and Specialized (23)4.1.2Airport Service Competition in Greater China (25)4.1.3The Performance of China's Airport in Skytrax Evaluation System (31)4.2Target Customer Needs Analysis for Baiyun Airport (34)4.2.1Baiyun Airport’s Major Customer Groups (34)4.2.2Requirements Analysis of Service Object (35)4.3Strategies and Measures to Improve Service Quality of Baiyun Airport (35)4.3.1Clear Market Positioning (35)4.3.2Strengthen the Sense of Full Service and Training (37)4.3.3Enhance the Airport Service Capabilities (39)4.3.4Improve Terminal Layout and Operation (42)4.3.5Strengthen Service Quality Monitoring (47)4.3.5.1Build An Airport Service Quality Management System (47)Chapter5.Conclusion and Prospect (52)5.1Conclusion (52)5.2Limitation and Prospect (52)References (53)目录Abstract (i)摘要 (iii)TABLE OF CONTENTS (iv)目录 (vii)LIST OF TABLES (ix)表目录 (x)LIST OF FIGURES (xi)图目录 (xii)第一章绪论 (1)1.1研究背景 (1)1.2研究目的和研究意义 (2)1.3研究方法 (3)第二章文献综述 (5)2.1竞争优势理论 (5)2.1.1竞争优势 (5)2.1.2竞争战略的选择 (5)2.1.3三种基本竞争战略 (5)2.2机场服务质量概念 (6)2.2.1机场服务质量概念 (6)2.2.2服务质量评价模型 (7)2.3服务质量差距模型 (8)2.3.1.服务质量差距模型 (8)2.3.2机场服务质量评价概念模型 (10)2.3.3机场服务质量指标评价体系 (10)第三章案例描述 (16)3.1白云国际机场公司简介 (16)3.2白云机场业务范围 (16)3.3白云国际机场面临的服务问题和挑战 (18)3.3.1市场定位模糊 (18)3.3.2服务质量意识有待提高 (19)3.3.3服务能力不足 (19)3.3.4服务人员素质不高 (21)3.4白云机场所面临的挑战 (22)3.4.1替代物的威胁 (22)3.4.2国内主要枢纽机场间的竞争 (22)第四章案例分析 (23)4.1机场行业竞争分析 (23)4.1.1集约化与专业化 (23)4.1.2大中华区机场服务竞争格局 (25)4.1.3我国机场在Skytrax测评体系中的表现 (31)4.2白云机场目标客户需求分析 (34)4.2.1白云机场主要目标客户群体 (34)4.2.2目标群体需求分析 (35)4.3白云机场提升服务质量的策略 (35)4.3.1明确市场定位 (35)4.3.2强化全员服务意识和培训 (37)4.3.3提升机场服务能力 (39)4.3.4改进航站楼布局和运营 (42)4.3.5加强服务质量监控 (47)第五章总结与展望 (52)5.1总结 (52)5.2局限与展望 (52)参考文献 (53)LIST OF TABLESTable4-1Comparison of Statistical Data of Seven Airports in2015 (31)Table4-2the Top20Airports with the Highest Score in the World in2015 (32)Table4-3Evaluation Scores for Baiyun International Airport in Skytrax (33)表目录表4-12015七大机场运营数据分析 (31)表4-22015年度Skytrax全球综合评价最高的20机场 (32)表4-32015年度广州白云国际机场Skytrax综合评分表 (33)LIST OF FIGURESFigure2-1Service Quality Gap Model (9)Figure2-2The Concept of Airport Service Quality Evaluation (10)Figure2-3Airport Service Process (11)Figure3-1The Shortest Flight Convergence Time Comparison between5Airports..20 Figure4-1Transit Level Measurement of Sino-US-Euro Hub Airport (40)Figure4-2The Number of Fights Connection Quantity between China and the United States and Europe (40)Figure4-3Airport Service Quality Management System (47)图目录图2-1服务质量差进模型 (9)图2-2机场服务质量评价概念 (10)图2-3机场服务流程 (11)图3-1五机场航班最短衔接时间比较 (20)图4-1中美欧人型枢纽机场中转水平度量值 (40)图4-2中美欧人型枢纽机场可行航班衔接数 (40)图4-3机场服务质量管理体系 (47)Chapter1Introduction1.1Research BackgroundChina's civil airport industry,as an emerging industry,it has been established for only more than ten years.In this short period of ten years,the country's civil airport evolved from a relatively closed semi-militarized management unit,at present,has become a self-employed and self-financing modern enterprise.In the era of rapid development of market economy,the civil airport industry,as a carrier of air transport, which is also increasingly facing more and more intense market competition:whether the competition between the airports,or other modes of transport brought about among different industries,all has brought a great impact on the development of Baiyun Airport.As China's three major aviation hub,Guangzhou Baiyun International Airport,although depends on China's economic development,the operation of the corresponding data has gone up sharply,however,in view of domestic and foreign competition,internal and external competition in the industry,besides its own mechanism and operating mode and other factors,it’s development momentum seems to be a little pared with Beijing Airport and Shanghai Airport,Baiyun Airport's overall development momentum is less vibrant.To this end,in order to keep up with the situation of enterprise development,the airport management put forward the service as well as the fundamental elements of the airport development,in the insistence of safety as the lifeline of the development of civil aviation enterprises.“security”,“service”,“efficiency”are the enterprise development troika,taken as a top priority task,that is in order to create a brand and increase efficiency by improve service quality,under the condition of ensuring safety. Since the1980s,the service industry has been paying more and more attention to service quality.The traditional concept of quality is developed from the manufacturing industry,which is mainly through the production and operation management to develop a series of product standards.The standard for these products is increasingly consistent with the requirements of consumers,that is,companies are more concerned about the needs of consumers and how to meet this demand.Airport industry relative to other service industries,the process of quality management change is relatively late.Airport in the quality management changes,also carried out a series of organizational structural changes.For example,commercialization,privatization,globalization,and more resources devoted to quality of service are intended to enhance competitiveness in the airport industry.With the continuous reform and development of aviation industry,civil aviation travel has become a popular choice for consumers.The service quality that the airport brought is more and more concerned by the public.Therefore,it is of great practical significance to study the service quality management of civil aviation airports,embodied in the following three points:(1).Since service is intangibility,non-storage,staff-participation needed,which is different from the physical product,so the management of service quality cannot copy the physical product of its management theory and methods.To improve the quality of civil aviation airport services we need to explore and establish a set of civil airports in line with the actual quality of service management.(2).Airport service is not only the image of China's aviation industry,but also a symbol of modernization and comprehensive national strength.The modern aviation industry has entered the service-oriented era,passenger attach great important to the type of"service as the core"added value,carrying out the civil aviation airport service quality management work to improve the service level is the trend of the current civil aviation.(3).It is helpful for the airport management to enforce and standardize effectively the service providers in accordance with the standards and norms,strengthen the service awareness of the airport staff,and improve the airport service level.1.2Research Purpose and SignificanceThrough the investigation and analysis of the current service quality of the airport,a feasible scheme of improving the service quality is put forward.As we all know,the civil aviation industry is famous for efficient and convenient,safe and high quality service products are in the world,the civil aviation enterprise products is service.No service,business survival is a problem.Guangzhou Baiyun International Airport,although not civil aviation transportation enterprises itself, however as the most important factor of air transport chain,is indispensable.If there is no airport to provide necessary supporting aircraft resources and ground services for airline companies,air transport industry cannot operate normally.So that the quality of airport service is of far-reaching implications for airline companies,directly related to the survival of civil aviation transportation enterprises.The airport industry as a carrier of efficient and modern transportation mode is playing an increasingly important role in China's economic construction.It is a new economic growth point of our country,which also contains a huge commercial efficiency and market potential.From a macro point of view,the vigorous development of airports throughout the country improves the efficiency of resource allocation,reduced the flow of goods circulation so that promoted trade development, and it also stimulates the national economic development.From the micro perspective, the development of the airport is an important external communication and exchange channel for the city.With the continuous opening policy of the sky,the development of the large aviation hub has become a significant development measure of many countries and cities.Baiyun Airport,as one of the three major aviation ports,is the key support project of our country,especially highly supported by Guangzhou Municipal Government.The airport’s development has directly impact on its international visibility and regional competitiveness in the Pearl River Delta Region. In the process of airport development,the level of service quality also plays a decisive role in the choice of customers.It is an example of why FedEx chose to build an Asia Pacific hub at Guangzhou Baiyun International Airport.So,Baiyun Airport,both from the recent development and long-term planning,it has become an urgent requirement of improving the quality of service.Therefore,this paper discusses the internal and external environment of airport development according to the theory of competitive advantage and service marketing theory,and obtains the airport service quality and customer satisfaction promotion strategy,that is to say Baiyun Airport should grasp Development opportunities,rapidly,improving the Baiyun Airport's overall service level in three areas:from the service efficiency, service environment and service personnel.It has a certain practical significance to the Baiyun Airport's long-term development.1.3Research Methods(1).Literature research.Through the study of customer satisfaction theory,quality of service theory and the quality of the airport service literature,information, understanding of customer satisfaction,service quality and the relationship between the two,on the current stage of the airport service quality research have a certain understanding,and The formation of the theoretical support of this writing.(2).Questionnaire survey.To find the passenger satisfaction of the airport servicethrough the questionnaire survey and the analysis of data results,to find factors for that passengers dissatisfied with the airport service.Find the insufficiency which need to be improved from the point of view of customer satisfaction evaluation model,. (3).Comparative study.This paper explores the factors that should be concerned about the improvement of service quality based on the status quo of Baiyun Airport through the study of the same type of airport passenger service quality management work,so as to analyze the deficiencies of Baiyun Airport of passenger service.And then explore Baiyun Airport to enhance the quality of service effective measures through further comparison.Chapter2Literature Review2.1Competitive Advantage Theory2.1.1Competitive AdvantageThe competitive advantage of an enterprise is its advantage beyond or better than competitors in a particular business,the fundamental reason of these＂beyond＂is that companies can provide consumers with higher value than their competitors,the specific performance of the same conditions low-cost or high value under the same conditions,and these must also be able to ensure that enterprises in a certain period of time to obtain profits higher than the industry average.2.1.2The Choice of Competitive StrategyFirst,the industry choice,that is,from the aspect of long-term profitability and the key factors of long-term profitability to get to know the attractiveness of the industry. Not all of the industry could provide equal opportunities for sustained profitability,an enterprise-owned industry's inherent profitability is to determine the profitability of an element of the enterprise.Second,the competitive position,that is,how to obtain a competitive advantage in a selected industry.In most industries,regardless of their profitability,there are always some companies more profitable than other companies.These two factors together determine the choice of corporate strategy.2.1.3Three Basic Competitive Strategies(1)Differentiation StrategyDifferentiation strategy is that a company provides products or services to establish some unique things among the industry-wide range.There are many ways to achieve a differentiation strategy:design brand image,technical uniqueness,performance characteristics,customer service,business networks,and other aspects of uniqueness. Ideally,companies will have differentiated features in several ways.(2)Total Cost Leadership StrategyCost-leading strategy,it is also known as low-cost strategy.When the cost of the leading enterprise price is equal to or lower than its competitors,its low-cost statuswill be converted into high-yield.Although a cost-leading firm relies on its cost leadership to gain a competitive advantage,while if it wants to be superior to the average of economic superiority,it must occupy the favorable position of selling at similar price on the basis of unique product style when compared with its competitors. The success of a cost-leadership strategy depends on the skills of the firm to implement the strategy day after day.(3)Concentration StrategyA focused strategy is a measure that focuses on a specific target market and provides a specific product or service for a specific region or group of specific purchasers.That refers to the use of resources to focus on business,faster than in the past to increase the growth rate of a product sales and market share.The premise of the strategy is:the business of specific business,with higher efficiency and better results to service for a narrow market segment,so as to go beyond the competition in a wider range of rivals. This can avoid large and weak diversification of investment situation,easy to form the core competitiveness of enterprises.2.2Airport Service Quality Concept2.2.1Service Marketing TheoryWhat is service?People have a variety of different understanding.Well-known marketing scientist Kotler to the service under this definition:"service is one party to the other to provide to the invisible and does not lead to any transfer of ownership as the basic characteristics of the action or performance of its production may be some kind of Tangible products,and may have nothing to do with it."The American Marketing Institute makes the following definition:a service is"an activity that can be defined,largely imperceptible,but satisfying a desire that is not necessarily linked to the sale of another product or service.Production services may or may not require the use of physical objects,and the ownership of such objects will not involve the diversion,even if some kind is needed to assist in the production of the services. Valarie A.Zeithaml and Mary Jo Bitner,in their book,Service Marketing,suggest that, in the simplest terms,services are“deeds,"“processes,"or"processes,"that are able to satisfy others,processes or“performance".This behavior,process,or performance is not only part of the activity of the service firm,but also of the combination that many manufacturers provide to the market.Some scholars argue that service productsinclude all outputs that are not tangible goods or buildings,but also including all of the economic activities,which providing certain added value for specific objects such as convenience,entertainment,time savings,comfort,health,etc.2.2.2Airport Service Quality ConceptAirport service quality is a set of inherent characteristics of airport services to meet customer requirements.From the passenger's point of view,airport service quality is a subjective feeling,which is the comparison between the level of service that the passenger should expect the airport should provide and the actual level of service provided by the airport,that is,the perceived service quality.From the functional point of view the airport service quality,including the results of quality,process quality,environmental quality and image quality of four areas.(1)Outcome QualityOutcome Quality refers to the output of the service process,that is,customers get the service process of the product.For example,the hotel provides customers with rooms, meals,4S shop provides maintenance services for the car owners,airline companies provide seats for passengers.The quality of the results,customers are most likely to perceive,and easy to evaluate.For passengers,the airport outcome quality is the result of safe,punctual and convenient landing services and the corresponding ancillary services.(2)Process QualityProcess quality refers to the customer experience throughout the service promotion process,and even the interests or enjoyment.The influencing factors include behavior, attitude,wearing,instrument and other contents of the service personnel in carrying out service activities.The perception of the quality of the process depends entirely on the subjective feeling of the customer,making it difficult to make an objective evaluation.Results Quality and process quality constitute the basic content of customer perceived service quality.When it refers to the airport service work,the process of quality is to enjoy the convenience of service,comfort and speed,including check-in,security check-in,terminal services,boarding services and abnormal flight services.These critical moments are an important time for airports to demonstrate the quality of their processes to visitors.Critical moment in the service quality measurement has a special role in the service process through the establishment of well-planned,the implementation of an orderly process of production and delivery ofservices to effectively prevent the failure of the"critical moment"appears to prevent the overall impact of service quality.(3)Environmental QualityEnvironmental quality refers to the conditions of the position that the customer receiving service,such as decoration,lighting,facilities and so pared with the quality of service of other enterprises,environmental quality is more important in the composition of airport service quality,not only because air travel has been crowned as high consumption,but also related to the high demand customer require and high expectations customers expect.Airport service environment quality includes: passenger bus environment,the terminal environment,facilities and equipment in good condition and advanced degree,decoration comfort.(4)Image QualityImage quality refers to the overall impression that service-oriented enterprises form in front of the public.Many enterprises embody its own image through the visual, conceptual and behavioral recognition system to obtain multiple levels of expression. Corporate image can be reflected through the CI logo,organizational structure, behavior,market operation and other aspects of the enterprise.Corporate image has a great impact on customer’s perception of service quality.When there is an operation mistake,a good corporate image quality can help resolving customer misunderstandings,win customer’s understanding;On the contrary,if they make mistakes frequently,it will inevitably affect the status of enterprises in the customer's mind;but if the corporate image is poor,any minor mistakes will give customers Resulting in a bad impression,so that corporate image further discount.2.3Service Quality Evaluation Model2.3.1.Service Quality Gap ModelIn the study of service quality,in1985,PZB(Parasuraman)Zeithaml and Berry proposed the five dimensions of service quality and a conceptual framework,namely, 'Quality of Service Gap Model',-SERVQUAL,Quality of Service Five dimensions include Tangibles,Reliability,Assurance,Responsiveness and Empathy.In a broad sense,tangibility,including facilities to provide services,equipment and service personnel appearance,reliability refers to the service agencies to perform reliable and accurate performance pledges,responsiveness refers to the service agencies to helpcustomers and quickly improve service levels Competence refers to the knowledge, skill and reliability of service organization staff.Empathy refers to the ability of service organization to provide personalized service for customers.The gap model is shown as the following figure:(figure2-1)Gap1-The gap between customer expectation from managers cognition and the actual customer expectation is the managers'lack of understanding of customer expectations;Gap2-The gap between quality of service specification and management cognition, manifested as selecting the right and appropriate quality of service specification; Gap3-The gap in the quality of service and quality of service provided,not in strict accordance with the norms of the provision of services;Gap4-The gap between external communication and provision of services, expressed as a mismatch between the services provided and external commitments; Gap5-The gap between expected quality and perceived quality,expressed as customer dissatisfaction with the services provided.Figure2-1Service Quality Gap ModelSource：Communication and control processes in the delivery of service quality.Journal ofMarketing,1988,52(1).2.3.2Airport Service Quality Assessment Conceptual ModelThe service quality evaluation system studied in this paper is based on"customer satisfaction",and the airport customer is the passenger,does not include the owner, the airline and other related enterprises.By analyzing the service quality gap model and the variable elements included in the customer satisfaction index model,two different models are proposed to construct different conceptual models of service quality evaluation.Based on the ECSI satisfaction model,we delete the"customer loyalty"variable,and according to the five dimensions of service quality proposed by PZB,we can find that the customer loyalty Reliability,responsiveness,assurance and empathy,the paper puts forward the concept of airport service quality evaluation with the goal of"customer satisfaction"as the goal,as shown in Figure2.1.Figure2-2The Concept of Airport Service Quality EvaluationSource:Measuring service quality:a reexamination and extension.The journal of marketing, 1992:55-682.3.3Airport Service Quality Evaluation Index System2.3.3.1Airport Service ProcessThe airport is a public transport infrastructure;the basic function is to provide air transport services to the public.The following analysis conducted by the airport to provide services to passengers and the airport service features to analyze the airport service quality characteristics.The airport service object mainly includes the passenger,the cargo owner,the airline and other related units.This study is aimed at airport passengers,"customer satisfaction"as the goal of the analysis,so only consider the passengers for the airport service object.In addition,passengers are divided into outbound passengers,inbound passengers and transit passengers according to passenger behavior;are we also classified them into international travelers and domestic tourists according to domestic and international routes.The service process figure is shown as the following figure:(figure2-3)Figure2-3Airport Service ProcessSource:Report on planning and simulation of airport passenger and baggage,2008As the service process of outbound passengers is relatively complete,more common and representative,this paper takes outbound domestic passengers’trip as the representative of the airport service process analysis.(1)Arrival:the convenience of passengers arrival is highly concerned by tourist，since the airport of each city is always located in suburbs place,which is far from the urban areas,therefore whether the public transport is convenient is essential for passengers. At present,airport land transport is a hot issue in the field of civil aviation field.This paper studies the convenience of arriving at the airport from the view of passenger satisfaction.(2)Tickets:purchase air tickets is a prerequisite for air travel links,but most of the airline passengers have chosen to buy it online or at the point of sale,few passengers will buy a ticket at the airport,this article does not analysis this issue.(3)Check-in:Check-in section includes change a boarding pass and check in baggage, in this session,the factors that affect passengers’satisfaction are queuing time,service attitude and efficiency issues.(4)Security Check:the process of security services is different from other common sense of the service,it is mandatory,which to some extent bring difficulty to the service work.In the security link,passengers are mainly concerned about queuing time,whether the security check staff is friendly or not,their service attitude and efficiency issues.(5)Waiting for the flight:There would be a period of free time before boarding after the completion of whole required procedures.In this link,the airport environment and facilities,retail catering and other services got high attention from the tourists. (6)Boarding:About30minutes before the flight departure time,the airport staff need remind passengers to board through radio and flight display screen in order to avoid missing the flight and then causing serious disputes.During the boarding time,airport staff should organize passengers waiting in line to check the boarding pass,counting the number of passengers and then guide the way to get into the boarding gate. (7)Take-off:If the flight take off normally,the light departure service work is completed;if the aircraft fails to take off on time,due to various reasons delay,not only the airlines need to cope with delay flight,airport related departments should do corresponding work,such as delay-flight information notification,delay-flight transfer procedures transaction,delay-flight passengers’emotional comfort,etc.,to avoid large-scale of stranded passengers or passenger disturbance.。
