Service Design Guideline of U-Tapao International Airport for Service Excellence
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Published:
Jan 30, 2018
Keywords:
Service Design Airport Management Service Excellence
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Abstract
This research aims 1). to analyse the service policy of U – Tapao International Airport 2). to evaluate important level of service and service performance of U – Tapao International Airport and 3). to guide the service design of U – Tapao International Airport for Service Excellence. The study uses a Mixed Methods approach; Qualitative analyses service policy by interviewing Executive Management of U – Tapao International Airport. Result revealed that service policy of U – Tapao International Airport emphasizes 3 main issues are Save Time, Save cost and Safe & Secure. Quantitative evaluates level of importance and service performance of U – Tapao International Airport by 400 Thai passengers. The Importance Performance Analysis (IPA) was used as a research instrument. The questionnaires were collected in March – June 2016 at U – Tapao International Airport. The result shows that in the overall, the important level of service is in high level and the service performance of U – Tapao International Airport is in middle level. The study lead to service design guideline of U-Tapao International Airport for service excellence consist with 3 stages; Exploration Stage, Creation Stage and Reflection & Implementation Stage
Article Details
How to Cite
Sricharoenpramong, S. (2018). Service Design Guideline of U-Tapao International Airport for Service Excellence. WMS Journal of Management, 7(1), 55–70. Retrieved from https://so06.tci-thaijo.org/index.php/wms/article/view/110646
Section
Research Articles-Academic Articles
References
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Bitner, M. J. (1992). Servicescape: The impact of physical surroundings on customers and employees. Journal of Marketing, 56, pp. 57 – 71.
Chu, R. K., & Choi, T. (2000). An importance- performance analysis of hotel selection factors in the Hong Kong hotel industry: a comparison of business and leisure travellers. Tourism Management, 21(4), pp. 363 – 377.
Correia, A. R., Wirasinghe, S. C., & de Barros, A. G. (2008). Overall level of service measures for airport passenger terminals. Transportation Research Part A: Policy and Practice, 42(2), pp. 330 – 346.
Cunningham, M.A., & Gaeth, G.J. (1989). Using importance – performance analysis to assess patients decisions to seek care in a dental school clinic. Journal of Dental Education, 53(10), pp. 584-586.
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Ennew, C. T., Reed, G. V., & Binks, M. R. (1993). Importance-performance analysis and the measurement of service quality. European journal of marketing, 27(2), pp. 59 – 70.
Ford Robert C., Sturman Michael C. and Heaton Cherrill P. (2012). Managing Quality Service in hospitality: How Organizations Achieve Excellence in the Guest Experience. International Edition. Clifton Park, N.Y.: Delmar, Cengage Learning.
Graham, A. (2005). Airport benchmarking: A review of the current situation. Benchmarking: An International Journal, 12(2), pp. 99 – 111.
Gupta Rajiv & Venkaiah Vunnam. (2015). Airport Passengers: Their Needs and Satisfaction. SCMS Journal of Indian Management, July – September 2015. Kochi: School of Communication & Management Studies. pp. 46 – 57.
Havitz, M. E., Twyman, G. D., & DeLorenzo, J. M. (1991). Important-performance analysis as a staff evaluation tool. Journal of Parks and Recreation Administration, 9 (1), pp. 43 – 54.
Hyun, S. S., & Kang, J. (2014). A better investment in luxury restaurants: Environmental or non-environmental cues? International Journal of Hospitality Management, 39, pp. 57 – 70.
Ian Humphreys, Graham Francis & Jackie Fry. (2002). Performance Measurement in Airports A Critical International Comparison. Public Work Management & Policy. Vol. 6 No. 4, April 2002 pp. 264 – 275.
Igy George. (2013). Modified Importance - Performance Analysis of Airport Facilities- A Case Study of Cochin International Airport Limited. IOSR Journal Of Humanities And Social Science (IOSR-JHSS). Volume 17, Issue 4 (Nov. – Dec.), pp. 09 – 15.
International Air Transport Association and Airports Council International. (2014). New Level of Service Concept. New Airport Development Reference Manual. Retrieved March, 7, 2016. From
https://www.iata.org/services/consulting/D ocuments/Level-of-Service-Assessment- Handout.pdf.
International Civil Aviation Organization. (2005). Airport Accounting System. Agenda Item 3 Airport Financial Management and Airport Charge on Air Traffic. From http://www.icao.int/sustainability/
Worksho psSeminarsTraining/WARFM-Trinidad- 2005/Item3a-en.pdf
Jin-Woo Park , Rodger Robertson & Cheng-Lung Wu. (2006). Modelling the Impact of Airline Service Quality and Marketing Variables on Passengers’ Future Behavioural Intentions. Transportation Planning and Technology, October 2006 Vol. 29, No. 5, pp. 359 – 381. London: Routledge.
Lin, S. P., Chan, Y. H. & Tsai, M. C. (2009). A transformation function corresponding to IPA and gap analysis. Total Quality Management & Business Excellence, 20(8), pp. 829 – 846.
Martin, D. W. (1995). An importance performance analysis of service providers’ perception of quality service in the hotel industry. Journal of Hospitality & Leisure Marketing, 3(1), pp. 5 – 17.
Martilla, J. A., & James, J. C. (1977). Importance- performance analysis. The Journal of Marketing, pp. 77 – 79.
Ming-Miin Yu & Chia-Chu Hsu. (2012). Service Productivity and Biased Technological Change of Domestic Airport in Taiwan. International Journal of Sustainable Transportation. London: Taylor & Francis Group, LLC. pp. 1 – 25.
Nitse, P. S., & Bush, R. P. (1993). An examination of retail dental practices versus private dental practices using an importance-performance analysis. Health Marketing Quarterly, 11 (1/2), pp. 207 – 221.
Reichheld, F.F. and Sasser, W.E. Jr. (1990). Zero defections: quality comes to service. Harvard Business Review, September- October. Skytrax. (2015). The Wold’s Top 10 Airports. Retrieved March, 7, 2016. From
http://www.airlinequality.com/review- pages/top-10-airports/.
Sarkis, J. (2000). An Analysis of the operational efficiency of major airports in the United States. Journal of Operations Management, 18, pp. 335 – 351.
Schall, M. (2003). Best practices in the assessment of hotel-guest attitudes. Cornell Hotel and Restaurant Administration Quarterly, 44(2),
pp. 51 – 65.
Transportation Research Board of The National Academies. (2010). Airport Cooperative Research Program: ACRP Report 25. Volume 1: Guidebook. Washington, D.C. Retrieved March, 10, 2016. From http://onlinepubs.trb.org/onlinepubs/acrp/a crp_rpt_025v2.pdf.
Wakefield, K. L., & Blodgett, J. G. (1996). The effect of the servicescape on customers’ behavioral intentions in leisure service settings. Journal of Services Marketing, 10(6), pp. 45 – 61.
Williams, A. E. & Neal, L. L. (1993). Motivational assessment in organizations: An application of importance-performance analysis. Journal of Parks and Recreation Administration, 11 (2), pp. 60 – 71.
Wisconsin Department of Transportation Bureau of Aeronautics. (2011). Economic Impact: La Crosse Municipal Airport LSE. Retrieved March, 10, 2016. From http://www.dot.wi.gov/projects/ docs/lse- eis.pdf.
Yieh, K., Chiao, Y.-C., & Chiu, Y.-K. (2007). Understanding the antecedents to customer loyalty by applying structural equation modeling. Total Quality Management & Business Excellence, 18(3), pp. 267 – 284.
Zahorik, A.J. and Rust R.T. (1992). Modeling the impact of service quality of profitability: a review in Swartz. T.A., Bowen, D.E. and Brown, S.W. (Eds), Advances in Services Marketing and Management, JAI Press, Greenwich, CT, pp. 49- 64.
tat.or.th/ewt_news.php?nid=1625.
ศูนย์สร้างสรรค์งานออกแบบ. (2557). คู่มือการออกแบบบริการ (Service Design Workbook). กรุงเทพฯ: ศูนย์สร้างสรรค์งาน ออกแบบ (TCDC).
สิทธิชัย ศรีเจริญประมง. (2559). การบริการที่ดีเลิศ: หนึ่งใน ปัจจัยสู่ความสำเร็จของธุรกิจการบิน. วารสาร มนุษยศาสตร์และสังคมศาสตร์ ปีที่ 7 ฉบับที่ 1 มกราคม – มิถุนายน 2559. อุบลราชธานี: มหาวิทยาลัยราชภัฏ อุบลราชธานี.
สำนักงานคณะกรรมการพัฒนาการเศรษฐกิจและสังคมแห่งชาติ สำนักนายกรัฐมนตรี. (2555). แผนพัฒนาเศรษฐกิจ และสังคมแห่งชาติ ฉบับที่สิบเอ็ด (2555-2559). กรุงเทพฯ: สำนักงานคณะกรรมการพัฒนาการ เศรษฐกิจและสังคมแห่งชาติ.
อเนก สุวรรณบัณฑิต และ ภาสกร อดุลพัฒนกิจ. (2548). จิตวิทยาบริการ. กรุงเทพฯ: บริษัท เพรส แอนด์ ดีไซน์ จำกัด.
Airports Council International. (2014). ACI World Facilitation and Services Standing Committee. Best Practice Guidelines: Airport Service Level Agreement Framework. Retrieved March, 5, 2016. From http://www.aci.aero/About- ACI/Priorities/Facilitation/Airport-Service- Levels- Agreement-Framework.
Bitner, M. J. (1992). Servicescape: The impact of physical surroundings on customers and employees. Journal of Marketing, 56, pp. 57 – 71.
Chu, R. K., & Choi, T. (2000). An importance- performance analysis of hotel selection factors in the Hong Kong hotel industry: a comparison of business and leisure travellers. Tourism Management, 21(4), pp. 363 – 377.
Correia, A. R., Wirasinghe, S. C., & de Barros, A. G. (2008). Overall level of service measures for airport passenger terminals. Transportation Research Part A: Policy and Practice, 42(2), pp. 330 – 346.
Cunningham, M.A., & Gaeth, G.J. (1989). Using importance – performance analysis to assess patients decisions to seek care in a dental school clinic. Journal of Dental Education, 53(10), pp. 584-586.
David G. & W. G. Water II.(1997). Introduction Airport Performance Measurement and Airport Pricing. Transpn Res.-E, Vol. 33 No. 4, pp. 245 – 247.
Ennew, C. T., Reed, G. V., & Binks, M. R. (1993). Importance-performance analysis and the measurement of service quality. European journal of marketing, 27(2), pp. 59 – 70.
Ford Robert C., Sturman Michael C. and Heaton Cherrill P. (2012). Managing Quality Service in hospitality: How Organizations Achieve Excellence in the Guest Experience. International Edition. Clifton Park, N.Y.: Delmar, Cengage Learning.
Graham, A. (2005). Airport benchmarking: A review of the current situation. Benchmarking: An International Journal, 12(2), pp. 99 – 111.
Gupta Rajiv & Venkaiah Vunnam. (2015). Airport Passengers: Their Needs and Satisfaction. SCMS Journal of Indian Management, July – September 2015. Kochi: School of Communication & Management Studies. pp. 46 – 57.
Havitz, M. E., Twyman, G. D., & DeLorenzo, J. M. (1991). Important-performance analysis as a staff evaluation tool. Journal of Parks and Recreation Administration, 9 (1), pp. 43 – 54.
Hyun, S. S., & Kang, J. (2014). A better investment in luxury restaurants: Environmental or non-environmental cues? International Journal of Hospitality Management, 39, pp. 57 – 70.
Ian Humphreys, Graham Francis & Jackie Fry. (2002). Performance Measurement in Airports A Critical International Comparison. Public Work Management & Policy. Vol. 6 No. 4, April 2002 pp. 264 – 275.
Igy George. (2013). Modified Importance - Performance Analysis of Airport Facilities- A Case Study of Cochin International Airport Limited. IOSR Journal Of Humanities And Social Science (IOSR-JHSS). Volume 17, Issue 4 (Nov. – Dec.), pp. 09 – 15.
International Air Transport Association and Airports Council International. (2014). New Level of Service Concept. New Airport Development Reference Manual. Retrieved March, 7, 2016. From
https://www.iata.org/services/consulting/D ocuments/Level-of-Service-Assessment- Handout.pdf.
International Civil Aviation Organization. (2005). Airport Accounting System. Agenda Item 3 Airport Financial Management and Airport Charge on Air Traffic. From http://www.icao.int/sustainability/
Worksho psSeminarsTraining/WARFM-Trinidad- 2005/Item3a-en.pdf
Jin-Woo Park , Rodger Robertson & Cheng-Lung Wu. (2006). Modelling the Impact of Airline Service Quality and Marketing Variables on Passengers’ Future Behavioural Intentions. Transportation Planning and Technology, October 2006 Vol. 29, No. 5, pp. 359 – 381. London: Routledge.
Lin, S. P., Chan, Y. H. & Tsai, M. C. (2009). A transformation function corresponding to IPA and gap analysis. Total Quality Management & Business Excellence, 20(8), pp. 829 – 846.
Martin, D. W. (1995). An importance performance analysis of service providers’ perception of quality service in the hotel industry. Journal of Hospitality & Leisure Marketing, 3(1), pp. 5 – 17.
Martilla, J. A., & James, J. C. (1977). Importance- performance analysis. The Journal of Marketing, pp. 77 – 79.
Ming-Miin Yu & Chia-Chu Hsu. (2012). Service Productivity and Biased Technological Change of Domestic Airport in Taiwan. International Journal of Sustainable Transportation. London: Taylor & Francis Group, LLC. pp. 1 – 25.
Nitse, P. S., & Bush, R. P. (1993). An examination of retail dental practices versus private dental practices using an importance-performance analysis. Health Marketing Quarterly, 11 (1/2), pp. 207 – 221.
Reichheld, F.F. and Sasser, W.E. Jr. (1990). Zero defections: quality comes to service. Harvard Business Review, September- October. Skytrax. (2015). The Wold’s Top 10 Airports. Retrieved March, 7, 2016. From
http://www.airlinequality.com/review- pages/top-10-airports/.
Sarkis, J. (2000). An Analysis of the operational efficiency of major airports in the United States. Journal of Operations Management, 18, pp. 335 – 351.
Schall, M. (2003). Best practices in the assessment of hotel-guest attitudes. Cornell Hotel and Restaurant Administration Quarterly, 44(2),
pp. 51 – 65.
Transportation Research Board of The National Academies. (2010). Airport Cooperative Research Program: ACRP Report 25. Volume 1: Guidebook. Washington, D.C. Retrieved March, 10, 2016. From http://onlinepubs.trb.org/onlinepubs/acrp/a crp_rpt_025v2.pdf.
Wakefield, K. L., & Blodgett, J. G. (1996). The effect of the servicescape on customers’ behavioral intentions in leisure service settings. Journal of Services Marketing, 10(6), pp. 45 – 61.
Williams, A. E. & Neal, L. L. (1993). Motivational assessment in organizations: An application of importance-performance analysis. Journal of Parks and Recreation Administration, 11 (2), pp. 60 – 71.
Wisconsin Department of Transportation Bureau of Aeronautics. (2011). Economic Impact: La Crosse Municipal Airport LSE. Retrieved March, 10, 2016. From http://www.dot.wi.gov/projects/ docs/lse- eis.pdf.
Yieh, K., Chiao, Y.-C., & Chiu, Y.-K. (2007). Understanding the antecedents to customer loyalty by applying structural equation modeling. Total Quality Management & Business Excellence, 18(3), pp. 267 – 284.
Zahorik, A.J. and Rust R.T. (1992). Modeling the impact of service quality of profitability: a review in Swartz. T.A., Bowen, D.E. and Brown, S.W. (Eds), Advances in Services Marketing and Management, JAI Press, Greenwich, CT, pp. 49- 64.