THEORETICAL BACKGROUND ON THE AIRLINE‟S GROUND
Airline‟s ground service quality at the airport
As the economy expands, the significance of services continues to rise, prompting extensive research across various disciplines, including economics, culture, law, and management Consequently, the definition of services varies widely, leading to diverse interpretations and understandings of their meaning.
From the economic point of view, the nature of the service is the supply to meet the needs such as tourism, fashion, health care and it is profitable
Philip Kotler defines a service as an intangible act performed by one party for another, which does not lead to ownership of any tangible goods The delivery of this service may or may not be associated with a physical product.
According to Article 4.2, Law on Price No 11/2012 / QH13 of the National Assembly of Vietnam dated June 20, 2012 which is effective from January 1, 2013:
“Service is intangible goods Its production process and consumption process are inseparable, including all types of services in the system of Vietnamese products in accordance with the law”
The most widely used current service concept is the concept according to ISO
9004 -2: 1991E: " Service is the result of interaction between suppliers and customers, thanks to the activities of supplier to meet consumer needs ”
Services encompass activities that are not tangible products, such as those offered by hotels, entertainment venues, insurance companies, healthcare providers, educational institutions, financial services, banks, transportation services, and legal consultants.
* Definition of airline’s ground service quality at the airport
From the approach of ISO about service, we can give the definition of ground services of an airline at the airport as follows:
Airline’s ground services at the airport are the result of interaction between
Improving the ground service quality of Vietnam Airlines at Noi Bai International Airport is essential for enhancing customer satisfaction Ground service providers play a crucial role in facilitating smooth interactions between the airline and its passengers By focusing on the activities and services offered, these providers can effectively meet the diverse needs of consumers utilizing airline ground services Prioritizing quality in these services not only boosts operational efficiency but also strengthens the airline's reputation in a competitive market.
1.1.2 The role of ground services of airlines at airports
Air services during flight operations involve various processes, primarily categorized into two main groups: ground services at airports and inflight services The aircraft door serves as the boundary that delineates the responsibilities of each division involved in these services.
Inflight services refer to the amenities offered on an aircraft, encompassing meals, newspapers, magazines, and entertainment options like video games and movies The level of comfort and assistance, including wheelchairs, varies significantly between business class and economy class, enhancing the overall travel experience.
Airline ground services at airports play a crucial role in delivering exceptional inflight experiences by addressing all pre-and post-flight passenger needs These services encompass ensuring suitable seating, meal reservations, efficient baggage handling, load balancing, and guiding passengers during boarding and disembarkation Without effective ground services, flights cannot operate, making it an essential component in the air service delivery chain.
Ground service is the crucial first stage of a passenger's experience with an airline at the airport, significantly influencing their overall perception of the flight A negative initial impression can lead to dissatisfaction, especially during unusual flights where ground service delays may exceed flight duration Conversely, exceptional ground service can foster empathy, trust, and loyalty among passengers, enhancing their overall experience with the airline.
Improving the ground service quality of Vietnam Airlines at Noi Bai International Airport is essential for enhancing customer satisfaction and operational efficiency By focusing on staff training, streamlined processes, and advanced technology, Vietnam Airlines can provide a superior travel experience Implementing feedback mechanisms will allow for continuous improvement, ensuring that passenger needs are met effectively Prioritizing these enhancements not only boosts the airline's reputation but also contributes to the overall growth of the aviation sector in Vietnam.
1.1.3 Characteristics of airline’s ground services at airports
The ground service of the airline at the airport has all 5 characteristics of the service in general and it also has its own characteristics
General characteristics of the service
Services are unique products that possess distinct characteristics setting them apart from traditional goods The five key attributes that differentiate services include zero loss, intangibility, simultaneity, and the inability to be stored.
As other services, ground services of airlines at airports also have the full characteristics of general services:
The skills and capabilities of service providers will remain intact even after the completion of ground services for the airline This achievement will bolster the airline's prestige and significantly enhance its brand image among customers.
People play an absolutely important role in the quality of ground services of airlines at airports
The quality of ground services of airlines at airports is assessed according to the perception of customer satisfaction
The ground services provided by airlines at airports are intangible and often go unnoticed by passengers These services involve crucial communication between ground staff and travelers to facilitate various procedures, including boarding the aircraft Unlike tangible products, passengers cannot see, taste, touch, or smell these services before experiencing them Consequently, the quality of ground services is challenging for customers to evaluate at any stage—before, during, or after their journey Ultimately, the effectiveness of these services is reflected in the overall passenger experience, which can be either positive or negative.
To minimize uncertainty when utilizing airline ground services at airports, customers should seek information regarding the airline's brand reputation, market standing, and ensure that the cost aligns with the quality of service provided.
Improving the ground service quality of Vietnam Airlines at Noi Bai International Airport is essential for enhancing customer satisfaction and operational efficiency By focusing on training staff, streamlining processes, and incorporating customer feedback, Vietnam Airlines can elevate its service standards Implementing innovative technologies and maintaining high cleanliness and safety standards will further contribute to a better passenger experience Ultimately, these improvements will position Vietnam Airlines as a leading carrier in the competitive aviation market.
(3) Simultaneity of production and consumption
The production and consumption of services are inherently linked, as customers play a crucial role in determining service offerings For instance, airlines cannot develop their services without the presence of passengers, making customers active participants in the production process The service production concludes simultaneously with the consumer's engagement Consequently, customers requiring ground services from airlines at airports must directly reach out to service providers to fulfill their needs.
Ground service quality of an airline at the airport
1.2.1 Definition of ground service quality of an airline at the airport
Service quality is a compelling area of study for researchers, yet defining and measuring it poses significant challenges, leading to a lack of consensus in the field Since the early 1980s, there has been a growing emphasis on exploring this complex concept.
Improving the ground service quality of Vietnam Airlines at Noi Bai International Airport is essential for enhancing customer satisfaction and operational efficiency Ground service quality encompasses various factors, including timely check-in processes, baggage handling, and customer support By focusing on these key areas, Vietnam Airlines can elevate its service standards, ensuring a positive travel experience for passengers Implementing effective training programs for staff and utilizing advanced technology can further contribute to achieving high service quality Ultimately, prioritizing ground service improvements will strengthen the airline's reputation and competitiveness in the aviation market.
Gronroos (1984) identifies two key components of service quality: technical quality and functional quality Technical quality pertains to the tangible aspects of the service, which are frequently undervalued In contrast, functional quality, also known as human quality, emphasizes the service delivery process and is regarded as the most critical element in managing service quality effectively.
Service quality is defined by the gap between customer expectations and their actual experiences When customer expectations exceed the service provided, satisfaction diminishes, leading to a negative perception of quality Ultimately, service quality is deeply tied to emotions and is closely linked to overall customer satisfaction.
Parasuraman et al (1988, 1991) define service quality as the gap between consumer expectations and their perceptions of service outcomes To accurately assess passengers' views on service quality in airline ground services at airports, it is crucial to understand customer psychology and their expectations when utilizing these services.
Service quality, as defined by ISO-9000, refers to the degree to which a service meets the predetermined requirements of the buyer It is assessed through customer satisfaction, which is determined by comparing the consumer's perceptions and expectations of the service before and after consumption Essentially, quality encompasses a set of inherent characteristics that fulfill these requirements, with customer satisfaction reflecting the consumer's perception of how well those expectations have been met.
The quality of airline ground services at airports significantly impacts passenger satisfaction, reflecting the effectiveness of the individual and company providing these essential services This overall service experience is crucial for maximizing benefits for both airlines and travelers.
Improving the ground service quality of Vietnam Airlines at Noi Bai International Airport is essential to meet passenger expectations Enhancing service standards can significantly increase customer satisfaction, ensuring a positive travel experience By focusing on effective training, streamlined processes, and attentive customer care, Vietnam Airlines can elevate its service delivery Continuous evaluation and feedback mechanisms will further help in aligning services with passenger needs, ultimately fostering loyalty and enhancing the airline's reputation.
The quality of airline ground services at airports significantly impacts passenger satisfaction This satisfaction is determined by passengers' assessments of the service personnel's knowledge, skills, and attitudes during service delivery Achieving high ground service quality means effectively meeting passenger expectations and ensuring their overall satisfaction throughout the service process.
Service quality management is essential for business managers to maintain competitiveness, focusing on the continuous improvement of service quality within budget constraints To effectively manage airline ground services at airports, it is crucial for managers to analyze service components and the delivery process By understanding customer needs, airlines can establish detailed service standards and related processes, ensuring effective deployment, control, and evaluation of service quality.
1.2.2 Some models of service quality assessment
In today's competitive landscape, businesses must deliver services that satisfy and are accepted by customers to thrive While the quality of tangible products can be objectively measured through specific standards like shape, color, and material, service quality remains more abstract due to its inherent characteristics, such as inseparability, invisibility, heterogeneity, and perishability The evaluation of product quality is well-defined and regulated by standards like ISO 9001 and ISO 22000, whereas assessing service quality lacks detailed standardization and is often incomplete Consequently, comprehensively measuring customer satisfaction with service quality is challenging and requires scientific models that align with real-world scenarios Understanding the concepts of service and service quality is essential for businesses aiming to enhance customer satisfaction.
Improving the ground service quality of Vietnam Airlines at Noi Bai International Airport is a critical focus area for enhancing customer satisfaction and operational efficiency Researchers are increasingly drawn to assessing service quality in the aviation sector, recognizing its significant impact on overall passenger experience By prioritizing service improvements, Vietnam Airlines aims to establish a competitive edge and foster loyalty among travelers.
This research introduces three key models for evaluating service quality: the Technical Quality/Functional Quality Model by Grönroos (1984), the SERVQUAL Model developed by Parasuraman (1988), and the SERVPERF Model created by Cronin and Taylor (1992).
Technical and functional quality model (Gronroos, 1984)
In 1984, Gronross introduced a model of technical and functional quality, which evaluates service quality by comparing the anticipated value customers expect before using a service with the actual value they receive during the service experience.
To measure service quality, Gronross considers three criteria: 1) functional quality (FSQ: Functional Service Quality), 2) technical quality (TSQ: Technical Service Quality) and (3) corporate image
Technical Quality, or Technical Service Quality, represents how customers perceive the effectiveness of the service delivery process It highlights the nature of the service provided and the tangible benefits that customers gain from the offerings of the service provider.
Functional Quality (Functional Service Quality) describes how the service is provided and is constituted by 5 attributes: reliability, assurance, configuration factors, empathy, level of meeting the needs
EVALUATING THE GROUND SERVICE QUALITY OF
Evaluation of ground service quality of Vietnam Airlines at Noibai International
2.3 Evaluation of ground service quality of Vietnam Airlines at Noibai International Airport
Chapter 3: Some solutions to improve the quality of ground services of Vietnam Airlines at Noibai International Airport
3.1 Development strategy and the direction of ground services development of Vietnam Airlines at Noibai International Airport until 2023
3.2 Some solutions to improve ground service quality of Vietnam Airlines at Noibai International Airport
Improving the ground service quality of Vietnam Airlines at Noi Bai International Airport is essential for enhancing customer satisfaction and operational efficiency By focusing on staff training, optimizing service processes, and implementing advanced technology, Vietnam Airlines can elevate the passenger experience Additionally, regular feedback from travelers can help identify areas for improvement, ensuring that the airline meets and exceeds industry standards Prioritizing these initiatives will not only strengthen the airline's reputation but also contribute to the overall growth of Vietnam's aviation sector.
CHAPTER 1 THEORETICAL BACKGROUND ON THE AIRLINE’S GROUND SERVICE QUALITY AT THE AIRPORT
1.1 Airline’s ground service quality at the airport
As the economy expands, the significance of services intensifies, leading to their study across various disciplines, including economics, culture, law, and management Consequently, there exists a multitude of definitions and interpretations regarding the concept of services.
From the economic point of view, the nature of the service is the supply to meet the needs such as tourism, fashion, health care and it is profitable
Philip Kotler defines a service as an intangible act of performance provided by one party to another, which does not lead to ownership of any tangible goods The execution of this service may or may not be linked to a physical product.
According to Article 4.2, Law on Price No 11/2012 / QH13 of the National Assembly of Vietnam dated June 20, 2012 which is effective from January 1, 2013:
“Service is intangible goods Its production process and consumption process are inseparable, including all types of services in the system of Vietnamese products in accordance with the law”
The most widely used current service concept is the concept according to ISO
9004 -2: 1991E: " Service is the result of interaction between suppliers and customers, thanks to the activities of supplier to meet consumer needs ”
Services are defined as offerings that are not cultivated or produced in a traditional sense Examples of such services include hotels, entertainment, insurance, healthcare, education, finance, banking, transportation, and legal consultancy.
* Definition of airline’s ground service quality at the airport
From the approach of ISO about service, we can give the definition of ground services of an airline at the airport as follows:
Airline’s ground services at the airport are the result of interaction between
Improving the ground service quality of Vietnam Airlines at Noi Bai International Airport is essential for enhancing customer satisfaction The effectiveness of ground service providers directly impacts the overall travel experience for passengers By focusing on the needs of consumers and optimizing the activities of ground service providers, Vietnam Airlines can ensure that it meets and exceeds the expectations of its customers at the airport.
1.1.2 The role of ground services of airlines at airports
Air services during flight operations involve a variety of processes, categorized into two primary groups: ground services at airports and inflight services The aircraft door serves as the boundary that delineates the responsibilities of each division involved in these services.
Inflight services refer to the range of amenities offered on an aircraft, encompassing meals, newspapers, magazines, and entertainment options like video games and movies Additionally, services such as wheelchairs and overall airplane comfort play a crucial role in enhancing the passenger experience Notably, these services vary significantly between business class and economy class, catering to the different needs and expectations of travelers.
Airline ground services at airports play a crucial role in delivering exceptional inflight experiences These services encompass a range of essential functions, including passenger seating arrangements, meal reservations, baggage handling, load balancing, and passenger guidance throughout the boarding process Effective ground operations ensure safe and efficient flights, manage passenger disembarkation, and assist with checked baggage retrieval and transfer procedures Without well-executed ground services, flights cannot operate, making them an indispensable part of the air travel service chain.
Ground service is the crucial first stage of a passenger's experience with an airline at the airport, significantly shaping their initial impression A negative first impression can adversely affect passengers' overall perception of the airline's services This impact is especially pronounced during unusual flights, where the ground service duration may exceed the flight time, often leading to passenger dissatisfaction due to delays Conversely, if the airline provides exceptional ground service, it can foster empathy and build trust and loyalty among passengers.
Improving the ground service quality of Vietnam Airlines at Noi Bai International Airport is essential for enhancing customer satisfaction and operational efficiency By focusing on staff training, streamlined processes, and effective communication, the airline can significantly elevate the passenger experience Implementing modern technology and feedback systems will also play a crucial role in identifying areas for improvement Ultimately, these enhancements will contribute to a more competitive position in the aviation market and foster greater loyalty among travelers.
1.1.3 Characteristics of airline’s ground services at airports
The ground service of the airline at the airport has all 5 characteristics of the service in general and it also has its own characteristics
General characteristics of the service
Services are unique products that possess distinct characteristics setting them apart from traditional goods Key differentiators include zero loss, intangibility, simultaneity, and the inability to be stored These five characteristics highlight the fundamental differences between services and tangible products, emphasizing the unique nature of service offerings in the marketplace.
As other services, ground services of airlines at airports also have the full characteristics of general services:
The skills and expertise of service providers will remain intact even after they complete ground services for the airline This achievement will boost the airline's reputation and strengthen its brand image among customers.
People play an absolutely important role in the quality of ground services of airlines at airports
The quality of ground services of airlines at airports is assessed according to the perception of customer satisfaction
The ground services provided by airlines at airports are intangible and often go unnoticed by passengers This involves the behind-the-scenes communication between ground staff and travelers to ensure smooth procedures, including boarding the aircraft Unlike tangible products, these services cannot be experienced through the senses prior to use, making it challenging for customers to evaluate their quality Consequently, passengers typically gauge their experience based on the overall satisfaction they feel, which can vary significantly.
To minimize uncertainty when utilizing airline ground services at airports, customers should seek information regarding the airline's brand reputation and market standing, as well as ensure that the cost aligns with the quality of service provided.
Improving the ground service quality of Vietnam Airlines at Noi Bai International Airport is essential for enhancing customer satisfaction and operational efficiency By focusing on staff training, implementing advanced technology, and streamlining processes, the airline can meet and exceed service expectations Ensuring a seamless travel experience for passengers will not only boost the airline's reputation but also contribute to the overall growth of the aviation sector in Vietnam.
(3) Simultaneity of production and consumption
SOME SOLUTIONS TO IMPROVE THE QUALITY OF GROUND
Development strategy and the direction of ground services development of
3.1 Development strategy and the direction of ground services development of Vietnam Airlines at Noibai International Airport until 2023
Some solutions to improve ground service quality of Vietnam Airlines at Noibai
2.1 Introduction to Vietnam National Airlines 2.2 Status of ground service quality of Vietnam Airlines at Noibai International Airport
2.3 Evaluation of ground service quality of Vietnam Airlines at Noibai International Airport
Chapter 3: Some solutions to improve the quality of ground services of Vietnam Airlines at Noibai International Airport
3.1 Development strategy and the direction of ground services development of Vietnam Airlines at Noibai International Airport until 2023
3.2 Some solutions to improve ground service quality of Vietnam Airlines at Noibai International Airport
Some recommendations
Improving the ground service quality of Vietnam Airlines at Noi Bai International Airport is essential for enhancing customer satisfaction and operational efficiency Focusing on staff training, streamlined processes, and advanced technology can significantly elevate the passenger experience By prioritizing these areas, Vietnam Airlines can establish a competitive edge in the aviation market and foster loyalty among travelers Continuous assessment and adaptation of service protocols will ensure that the airline meets evolving customer expectations and industry standards.
CHAPTER 1 THEORETICAL BACKGROUND ON THE AIRLINE’S GROUND SERVICE QUALITY AT THE AIRPORT
1.1 Airline’s ground service quality at the airport
As the economy expands, the significance of services rises, prompting extensive research across various disciplines, including economics, culture, law, and management Consequently, there are diverse interpretations and definitions of services, reflecting their multifaceted nature and importance in contemporary society.
From the economic point of view, the nature of the service is the supply to meet the needs such as tourism, fashion, health care and it is profitable
Philip Kotler defines a service as an intangible act performed by one party for another, which does not lead to ownership of any physical goods The execution of this service may or may not be associated with a tangible product.
According to Article 4.2, Law on Price No 11/2012 / QH13 of the National Assembly of Vietnam dated June 20, 2012 which is effective from January 1, 2013:
“Service is intangible goods Its production process and consumption process are inseparable, including all types of services in the system of Vietnamese products in accordance with the law”
The most widely used current service concept is the concept according to ISO
9004 -2: 1991E: " Service is the result of interaction between suppliers and customers, thanks to the activities of supplier to meet consumer needs ”
Services are defined as activities that are not produced or cultivated, encompassing a wide range of sectors such as hotels, entertainment, insurance, healthcare, education, finance, banking, transportation, and legal consultancy.
* Definition of airline’s ground service quality at the airport
From the approach of ISO about service, we can give the definition of ground services of an airline at the airport as follows:
Airline’s ground services at the airport are the result of interaction between
Improving the ground service quality of Vietnam Airlines at Noi Bai International Airport is essential for enhancing customer satisfaction This involves optimizing the interaction between ground service providers and airline customers, ensuring that the services meet the specific needs of passengers By focusing on the efficiency and effectiveness of ground service activities, Vietnam Airlines can elevate the overall travel experience for its customers at this key airport.
1.1.2 The role of ground services of airlines at airports
Air services during flight operations consist of various processes, primarily categorized into two main groups: ground services at airports and inflight services The aircraft door serves as the boundary that delineates the responsibilities of each division involved in these services.
Inflight services refer to the various amenities offered on an aircraft, including meals, newspapers, magazines, and entertainment options like video games and movies The level of comfort and services provided can vary significantly between business class and economy class, enhancing the overall travel experience.
Airline ground services play a crucial role in delivering exceptional inflight experiences by addressing all pre- and post-flight passenger needs These services include arranging suitable seating, meal reservations, baggage handling, load balancing, and guiding passengers during boarding and disembarkation Without efficient ground services, flights cannot operate, highlighting their essential role in the overall air travel experience.
Ground service is the crucial first stage of a passenger's experience with an airline at the airport, significantly influencing their overall perception of the flight A negative initial impression can lead to dissatisfaction, especially during unusual flights where ground service times may exceed flight durations Delays can exacerbate this dissatisfaction; however, excellent ground service offers airlines a chance to foster empathy, ultimately building passenger trust and loyalty.
Improving the ground service quality of Vietnam Airlines at Noi Bai International Airport is essential for enhancing customer satisfaction and operational efficiency Focused strategies aimed at staff training, service standardization, and customer feedback integration can significantly elevate the travel experience By prioritizing these improvements, Vietnam Airlines can strengthen its competitive edge in the aviation market and foster greater loyalty among passengers Implementing innovative technologies and streamlined processes will further contribute to the overall effectiveness of ground services, ensuring a seamless journey for travelers.
1.1.3 Characteristics of airline’s ground services at airports
The ground service of the airline at the airport has all 5 characteristics of the service in general and it also has its own characteristics
General characteristics of the service
Services are unique products that possess distinct characteristics setting them apart from traditional goods Key differentiating features include zero loss, intangibility, simultaneity, and the inability to be stored These attributes highlight the fundamental differences between services and tangible products, emphasizing their unique nature in the marketplace.
As other services, ground services of airlines at airports also have the full characteristics of general services:
The skills and capabilities of service providers will remain intact even after the completion of ground services for the airline This achievement will bolster the airline's prestige and significantly enhance its brand image among customers.
People play an absolutely important role in the quality of ground services of airlines at airports
The quality of ground services of airlines at airports is assessed according to the perception of customer satisfaction
The ground services provided by airlines at airports are intangible, as they involve behind-the-scenes communication between ground staff and passengers essential for facilitating boarding procedures Unlike tangible products, these services cannot be seen, tasted, touched, or smelled prior to use, making it challenging for customers to evaluate their quality Ultimately, passengers' experiences, whether positive or negative, are the only indicators of service quality, complicating the assessment process before, during, and after the service.
To minimize uncertainty when utilizing airline ground services at airports, customers should seek information on the airline's brand reputation, market standing, and ensure that the cost aligns with the quality of service provided.
Improving the ground service quality of Vietnam Airlines at Noi Bai International Airport is essential for enhancing customer satisfaction and operational efficiency By focusing on staff training, implementing advanced technology, and streamlining processes, Vietnam Airlines can significantly elevate the passenger experience Additionally, regular feedback from travelers can help identify areas for improvement, ensuring that services meet the expectations of both domestic and international customers Prioritizing these strategies will not only boost the airline's reputation but also contribute to the overall growth of Vietnam's aviation industry.
(3) Simultaneity of production and consumption