Application on Fuzzy Gap Analysis of Service Quality: Case Study of Taipei SongShan Airport

• Main Authors: Yu-Chao Gong, 龔裕超
• Other Authors: Shu-Ping Lin
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/34374619385857823160

碩士 === 中華大學 === 科技管理學系(所) === 97 === With the launching of direct cross-strait links, which made Taipei SongShan Airport receive more attention in its quality and efficiency; in addition, in terms of its attributive characteristics of being a semi-international airport, its good or bad service quality will deeply affect the quality image for Taiwan; therefore, it has the certain necessity of evaluating the service quality for Taipei SongShan Airport. In addition, many previous studies and researches have pointed out that customer satisfaction is the key factor of making profit for enterprises, and service quality is an even more important indicator of improving the customer satisfaction. Thus, effectively plan the service strategy to improve the service quality will be the popular issue for modern administrators or relevant scholars. However, in accordance with related researches on service quality in the past, Gap Analysis is one of major analyzing methods that used as the basis of planning the service strategy at present. The theoretical viewpoint of Gap Analysis is to examine the gap between customers’ expectation and actual experience in service, and then adopts t-Test to inspect the significance of gap to evaluate that whether the quality attribute needs to be conducted proper improvement or not; for example, when the service gap is significantly existed, then it will deeply affect the overall satisfaction for enterprises and further to affect their profit-making status. Even the Gap Analysis is really effective to explore the defect in the service level that customers actually experienced; however, in the past, when conducting the evaluation on the attribute of service quality, it still adopted Likert Scale to quantify the analysis. Nevertheless, it has shown that, human linguistic evaluation will sometimes have the characteristic of fuzziness and uncertainty; thus, if applied the viewpoint of quantified analysis to survey the service quality that will possibly generate doubt about the incompleteness of the evaluation data; therefore, some relevant scholars have adopted the fuzzy theory to handle such inaccurate and fuzzy information; as a result, it has also verified that only the using of the fuzzy method can process the proper quantitative analysis. However, as for the method of evaluating significance, t-Test of the quantitative analysis will still be the method that used to examine the significance, but this approach will cause the loss of evaluation data and become inapplicable. Practically, some scholars proposed the Fuzzy Statistical Method and developed specific test rules for the fuzzy information; thus, the main purpose of this study is to integrate the Gap Analysis with the Fuzzy Statistic Concept to develop a well completed and is able to provide administrators with the requirement for making improvement, the Fuzzy Gap Analysis (Fuzzy-Gap for short); in addition, took Taipei SongShan Airport to make the practical example analysis to verify the unified validity for such mode. The result showed that the administrators and managers of Taipei SongShan Airport shall be considered for the reliability (6 items), reaction(5 items), caring (2 items), website facilities (3 items), airport facilities (4 items) and materials (9 items) to make decision on improving; among which, as for the reliability items: the information of related airport laws and regulations that Taipei SongShan Airport provided for the passengers; post office service in the airport facilities; information kiosk (auto inquiry service); wireless Internet service; and for the material items: the clean and neat looks for the service personnel, have satisfied customers’ expectation; thus, it recommended the administrators and managers of Taipei SongShan Airport shall continuously maintain those service items in order to make effective service planning strategy with limited resources.