Kano 모형에 기반한 항공서비스품질 분류와잠재적 고객만족 개선 지수(PCSI Index)에 관한 연구

This study aimed to investigate the allowable range of customer satisfaction and dissatisfaction level. To that end,we first classified the components of airline service quality into five elements based on Kano model (i.e., attractivequality, one-dimensional quality, must-be quality, skeptical quality, and indifferent-quality) and then computed thecustomer satisfaction coefficient suggested by Timko(1993). Potential Customer Satisfaction Improvement(PCSI)Index was also calculated in order to find out potentially improvable customer satisfaction using current satisfactionlevel of quality elements classified by Kano model. To achieve the purpose of this study, survey targeted a group of young adults who have flown during the lastone year. The survey was conducted between August 15 and September 15, 2012. Out of 550 questionnaires, a totalof 496 questionnaires excluding the unreliable were used for the final analyses. The results are as follows: First,classifying the elements of airline service quality using Kano model, five factors were confirmed as attractive qualityelements such as 'consideration for individual request,' 'variety of in-flight food and beverages,' 'variety of in-flightduty-free items,' 'latest aircraft,' and 'variety of discounted air fairs'. Second, examining the extent of satisfaction thatcan be improved when customer gratification is heightened from the current satisfaction level through PCSI Index,it was confirmed that all elements are improvable. Among the improvable elements, it was found that the currentsatisfaction level for booking and ticketing service is at the bottom.