摘要
摘要
近年来，旅客选择乘飞机出行的意愿愈来愈强烈，这就对航空公司的服务提
出了更高的要求。越来越多的航空公司将服务质量视为航空公司主要产品之一，
将其作为公司的核心竞争力，顾客乘机的满意度在很大程度上受服务质量影响，
同时，间接影响着航空公司的远期效益和未来发展。XP航空有限责任公司（简
称“XP航空公司”）隶属于海航集团（HNA），成立于 2004年 6月，现有飞机
53架（截至 2021年），公司经营着国内、国际、地区航线共计 140余条。相对
于以三大航为首的大型航空公司，XP航空公司存在时间短、机群规模小，资本
力量薄弱等短板，尤其是在服务方面的投入与创新以及硬件配备上与其它航司存
在明显的差距，而这三个方面已成为制约航空公司旅客满意程度的前提与基础。
在服务资源投入受到约束的情况下，如何进一步提升自身服务质量成为 XP航空
公司需要解决的重要问题。
本文选取 XP航空公司作为研究对象，主要参考 CCSI模型，以顾客感知服
务质量作为切入点，对公司全业务流程中的各接触点进行系统梳理，选取购票、
登机与值机、空乘、不正常航班服务等 8个项目作为顾客感知服务质量的关键接
触点，将其作为一级评价指标，运用 AHP的思想，在此基础上进一步细化 24
个项目作为二级评价指标；采用专家排序法对各级评价指标科学赋予权重，并制
定指标计算规则，构建了 XP航空公司顾客感知服务质量满意度评价指标体系。
本文以前人的研究为基础，结合 XP航空公司实际情况，通过对乘坐 XP航空公
司航班旅客开展满意度问卷调查，收集顾客对XP航空公司服务满意度评价数据。
通过调查发现，目前 XP航空公司顾客感知服务质量满意度总体处于一般水准，
旅客对服务表示基本认可，但与心中期望仍有差距。其中购票环节满意度最高，
不正常航班服务环节满意度最低。XP航空公司提供的服务中存在的主要问题是
不正常航班信息通知、食宿安排不及时，不正常航班工作人员处置能力欠缺，餐
食等硬件体验较差，空中服务舒适度仍有提升空间等。最后，针对上述问题，我
们给出了提升顾客满意度的对策和建议。
关键词：顾客满意度；顾客感知；服务质量；XP航空公司；服务接触点
I

Abstract
Abstract
In recent years, passengers' willingness to travel by air has become stronger and
stronger, which puts forward higher requirements for airline services. More and more
airlines regard service quality as one of the main products of airlines, and regard it as
the company's core competitiveness. The satisfaction of customers on flights is greatly
affected by service quality, and indirectly affects the long-term benefits and future
development of airlines. XP Airlines Co., LTD. (referred to as "XP Airlines") is a
subsidiary of HNA group. It was established in June 2004 and has 53 aircraft (by
2021). The company is registered in Kunming, Yunnan Province, with its operating
bases in Kunming, Lijiang, Chengdu, Mianyang and Zhengzhou. The company
operates more than 140 domestic, international and regional airlines. Compared with
the large airlines led by the three major airlines, XPAirlines has shortcomings such as
short time, small fleet size, limited capital and weak strength., especially in the
service of investment and innovation and hardware equipped with the obvious gap,
and these three aspects have become the precondition and foundation of restricting
airline passengers satisfaction. Under the condition that service resource input is
restricted, how to further improve its service quality has become an important
problem that XP airlines need to solve.
This paper selects XP Airline as the research object, mainly referring to CCSI
model and taking customer perception of service quality as the entry point. The
various contact point of the whole process service system, selection of ticketing
services, boarding and check-in, cabin service, abnormal flight 8 projects such as the
service as the key point of contact customer perceived service quality, Taking it as the
primary evaluation index, using the idea of AHP, on this basis, 24 projects are further
refined as the secondary evaluation index. The index system of Customer perception
of service quality of XP airline is constructed by using expert ranking method to
assign weights to all levels of evaluation indexes and formulating calculation rules of
II

Abstract
indexes. In order to further study, based on the previous research and the actual
situation of XP Airlines, this paper designs a questionnaire, conducts a satisfaction
questionnaire survey on the passengers who fly on XP Airlines, and collects the
evaluation data of customers' service satisfaction with XP Airlines. Through the
investigation, it is found that the current situation of Customer perception of service
quality satisfaction of XP airlines is generally in the general level, passengers
generally express recognition of the service, but there is still a gap with the
expectation in the heart. Among them, the satisfaction of ticket purchase link is the
highest, and the satisfaction of abnormal flight service link is the lowest. The main
problems in the service provided by XP Airline are abnormal flight information
notification, accommodation arrangement is not timely, abnormal flight staff is not
capable of dealing with, the hardware experience of meals and other poor, there is still
room for improvement in the comfort of air service, etc. Finally, in view of the above
problems, we give countermeasures and suggestions to improve customer satisfaction.
Key words: Customer satisfaction; Customer perception; Service quality; XPAirlines;
Service touch point
III
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