A Case Study of Concept Development for Service Quality Measurement in Aviation Industry Using Kano’s Model

Abstract: To develop a conceptual model of airport terminals, this study investigates the pre-flight phase and post-flight phase services at airport terminals to contribute to the development of a conceptual model to improve airport service quality. A literature review on service quality measurement (SQM) and aviation regulation was used with a case study and focus group interviews. The case study in the pre-flight and post-flight phases regarding airport terminal service sought to identify factors that influence service quality in the aviation industry and passengers’ perceptions of an airport’s image. Aviation regulation criteria were studied, and Kano’s model was used to integrate improved service quality to enhance an airport’s image. Kano’s model for airport terminal service measurement was proposed to find the satisfaction index (SI) and dissatisfaction index (DI) of airline passengers concerned with airport terminal services. The qualitative exploration of the airport terminal service experience from the airline passengers’ perspective was combined with a review of the relevant literature in order to identify the variables, to clarify the basic concepts, and to generate a conceptual model of airport terminal service quality expectations. The extended service quality level provides comprehensive service management in the aviation industry to meet passenger expectations and improve image. The newly developed model and the airline and airport case examples are discussed.

Key words: Kano’s model; airport/airline service; service quality; passengers’ perception

JEL code: M16