Criteria for evaluating the quality of ground serv- 123docz.net

CHAPTER 1. THEORETICAL BACKGROUND ON THE AIRLINE‟S GROUND

1.2 Ground service quality of an airline at the airport

1.2.4 Criteria for evaluating the quality of ground services of airlines at airports

Ground services of airlines at airports include: check-in service, business-class lounge service, arrival service, transfer service, boarding service. Based on SERVPERF scale and opinions of author‟s company leaders, the author builds and collects the information in the questionnaire according to Likert scale with 1-5 satisfaction level, in which:

1 2 3 4 5

Strongly disagree Disagree Normal Agree Strongly agree Reliability

To evaluating the reliability of customers with Vietnam Airlines‟ ground services at Noibai airport, the author has developed a questionnaire of 25 questions equivalent to each specific service as shown in the table below:

Table 1.2: Criteria to evaluate the reliability of VNA's ground services at Noibai airport

Criteria group Specific criteria

Reliability

1 VNA's ground services at Noibai airport are provided to passengers as committed.

1.1 Check-in service

1.1.1 VNA's check-in service at Noibai airport complies with all commitments with passengers

1.1.2 Fast queue-up time 1.1.3 Fast check-in time

1.1.4 Provide sufficient information about seats, boarding gate

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Criteria group Specific criteria

and show-up time at boarding gate

1.1.5 Provide sufficient information about lounge

1.1.6 Provide sufficient information about inbound, outbound flights 1.1.7 Provide good priority lane service in the security area for C- VIP- Sky Priority passengers

1.2 Business class lounge service

1.2.1 Business lounge services of VNA at Noibai airport strictly follow all commitments with customers

1.2.2 Information about lounge facilities is fully provided to passengers

1.2.3 Information on the time to be on board is timely provided to passengers

1.3 Arrival service

1.3.1 VNA arrival service at Noibai airport is provided to passengers as committed

1.3.2 On time aircraft opening

1.3.3 Luggage delivery time as committed 1.3.4 Luggage delivery order as committed

1.3.5 In case of irregular luggage, passengers receive quick instructions from employees

1.4 Transfer service

1.4.1 VNA's transfer service at Noibai airport is provided to passengers as committed

1.4.2 Transfer time as committed

1.4.3 Transfer luggage handling as committed

1.5 Boardin g service

1.5.1 Boarding service VNA at Noibai airport is provided to passengers as committed

1.5.2 Calling passengers to aircraft is carried out in the committed order

1.5.3 Passengers calling time is carried out as committed 1.5.4 There is a priority lane for business passengers, regular passengers of VNA and SkyTeam alliance

1.5.5 Boarding time as committed

1.5.6 Boarding passenger on the right flight

(Source: Author synthesized) Responsiveness

The Responsiveness of the VNA's ground services at Noibai airport is

reflected in the attitude of the service staffs to help passengers and ensure the services are provided as quickly as possible. This factor is measured by the following 13 criteria:

Table 1.3: Criteria for evaluating the Responsiveness of VNA's ground services at Noibai airport

Criteria group Specific criteria

Response

2 Readiness of VNA ground service staffs at Noibai airport, ensuring service delivery to passengers quickly.

2.1 Check-in service

2.1.1 Check-in staff and coordinators are always available at the service location

2.1.2 Timely provide irregular flight information to passengers

2.1.3 Staffs are ready to meet the requirements of passengers 2.2

Business class lounge service

2.2.1 Staff at positions: welcome, reception, bar, hygiene 2.2.2 Staffs are always proactive in guiding and assisting passengers

2.2.3 Timely provide irregular flight information to passengers

2.3 Arrival service

2.3.1 Always have staff present at the door of the aircraft 2.3.2 Staffs are ready to meet the requirements of passengers 2.4

Transfer service

2.4.1 Passengers can easily identify and contact the transfer staffs

2.4.2 Staffs instruct passengers on connecting procedures in a thoughtful and dedicated way

2.5 Boarding service

2.5.1 Staff is at the boarding gate on time to answer passengers‟ questions.

2.5.2 Timely provide irregular flight information to passengers

(Source: Author synthesized) Service Capacity

Service capacity reflects the capacity of the airline to create trust for

passengers, through polite communication with passengers, knowledge, experience and professional behavior, staff's ability to transmit trust and confidence for passengers.

To evaluate passengers' feelings about the service capacity of VNA ground staffs at Noibai airport, the author conducted a survey with 16 questions:

Table 1.4 Criteria to evaluate VNA's ground service capacity in Noibai

(Source: Author synthesized)

Empathy

Empathy shows the ability to personalize the services that VNA provides to Criteria group Specific criteria

Service capacity

3. Knowledge and behavior of ground service staffs of VNA in Noibai to create for passengers a sense of trust

3.1 Check-in service

3.1.1 Staffs have good communication skills, professional knowledge

3.1.2 Staffs are polite, friendly 3.1.3 Language proficiency of staffs 3.2

Business class lounge service

3.2.1 Lounge staffs have good communication skills, strong professional knowledge

3.2.2 Lounge staffs are polite, friendly 3.2.3 Language proficiency of lounge staffs 3.3

Arrival service

3.3.1 Arrival staffs have good communication skills, strong professional knowledge

3.3.2 Arrival staffs are polite, friendly 3.3.3 Language proficiency of arrival staffs 3.4

Transfer service

3.4.1 Transfer staffs have good communication skills, strong professional knowledge

3.4.2 Transfer staffs are polite, friendly 3.4.3 Language proficiency of transfer staffs 3.5

Boarding service

3.5.1 Boarding staffs have good communication skills, strong professional knowledge

3.5.2 Boarding staffs are polite, friendly 3.5.3 Language proficiency of boarding staffs

passengers, expressed through the following 12 criteria:

Table 1.5: Criteria for evaluating the empathy of ground services of VNA in Noibai

Criteria group Specific criteria

Empath y

4. The devotion of VNA's ground service staffs in Noibai to each passengers

4.1 Check-in service

4.1.1 The reception and greetings of the staffs to each passengers

4.1.2 The staff calls passenger‟s name at least once during the check-in process

4.1.3 Staffs care about the preferences of each passenger (sitting position with each type of aircraft)

4.1.4 Staffs always find out the needs of passengers (sitting position, meal, luggage service ...)

4.2 Business class lounge service

4.2.1 Welcoming and greetings of lounge staff to each passenger

4.2.2 Lounge staffs call passenger‟s name at least once during the service

4.2.3 Careful attention to each passenger using lounge services

4.3 Arrival service

4.3.1 The reception and greetings of staffs to each passengers

4.4 Transfer service

4.4.1 The reception and greetings of staffs to each passengers

4.5 Boarding service

4.5.1 The reception and greetings of boarding staffs to each passengers

4.5.2 Staffs understand the needs of each passengers and serve them appropriately (elderly passengers, unaccompanied minor, wheelchair users ...)

(Source: Author synthesized)

Tangible means

Tangible means are material facilities, equipment, people, materials used by

VNA in the process of providing ground services at Noibai airport. Specifically, tangible elements are evaluated through the following 25 criteria:

Table 1.6: Criteria for evaluating the tangible means of ground services of VNA in Noibai

Criteria group Specific criteria

Tangible means

5. The material facilities, equipment related to ground services of VNA in Noibai bring satisfaction to customers when using the service.

5.1 Check-in service

5.1.1 VNA's check-in counter location is easy to identify

5.1.2 Images and trademarks of VNA in the area of procedure are outstanding

5.1.3 Decoration items in the economy class check-in area 5.1.4 Decoration items in the business class check-in area 5.1.5 Kiosk check-in counters are in a good operating condition 5.1.6 The division between the check-in areas is clear

5.1.7 The signpost system is clear and easy to understand

5.2 Business class lounge service

5.2.1 Lounge location is easily identified

5.2.2 The signboard for the entrance to the lounge is clear 5.2.3 The lounge is luxuriously designed and appropriately decorated 5.2.4 The cleanliness of the lounge

5.2.5 VNA image in the lounge

5.2.6 Variety and layout of food and drinks in the lounge 5.2.7 Quality of food and drinks in the lounge

5.2.8 Announcement system

5.2.9 The system manages and identifies the passengers using the lounge 5.3

Arrival service

5.3.1 The equipment for customers at the ramp is in good working condition, ensuring service quality (forklifts, ladder cars, passenger cars in the ramp area, wheelchairs ...)

5.3.2 Clear signpost system 5.4

Transfer service

5.4.1 Clear signpost system

5.4.2 Transfer counters are easily identified 5.4.3 Decoration items at the transfer counter area 5.5

Boardin g service

5.5.1 Decoration items at the boarding area 5.5.2 Announcement system at boarding area

5.5.3 The equipment in the ramp (forklift, ladder, fire truck, wheelchair, ...)

Criteria for evaluating the quality of ground services of airlines at airports

Characteristics of airline’s ground services at airports

Airline’s ground service classification