CHAPTER 1. THEORETICAL BACKGROUND ON THE AIRLINE‟S GROUND
1.2 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 also a concept that is interesting to researchers. The definition and measurement of service quality is relatively difficult and there is no consensus on both. Since the early 1980s, researchers have focused on the research
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and definition of service quality.
Gronroos (1984) gives two components of service quality: (1) technical quality and (2) functional quality. Functional quality or production process quality implies how the process of service takes place. Technical quality includes tangible aspects of the service and it is often considered unimportant and often overlooked.
Functional quality is also called human quality and is often considered the most important factor in service quality management.
Lewis and Booms spoke that service quality is the difference between customers' expectations and feelings about services. If the expectation is greater than the efficiency of the service, the customer will not be satisfied with the quality and therefore they will not be satisfied with the service. Quality of service is an emotional concept and is often associated with “feeling” and “customer satisfaction”.
Parasuraman & ctg's research (1988,1991) defines service quality as the degree of difference between consumer expectations of services and their perceptions of service outcomes. Thus, in the ground service of the airline at the airport, in order to know passengers' assessment of service quality, it is important to understand the customer psychology, expectations of customers when using ground services of airlines at airports.
According to ISO-9000: “Service quality is an appropriate level of service product that satisfies the specified or predetermined requirements of the buyer. The quality of service is customer satisfaction determined by the comparison between the perception and expectations of the service after and before the consumer of that service. Quality is the level of an inherent set of characteristics that meet requirements. The main requirement is the demand or expectation that has been announced, generally understood or required. Customer satisfaction is the customer's perception of the customer satisfaction level”.
The quality of ground services of airlines at airports is the level of satisfaction of passengers during the process of perceiving the ground services of the airline at airports. That is the overall service of the individual, company providing airline ground services at the airport which brings the most benefits and
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satisfaction to the passengers’ expectation value.
The quality of ground services of airlines at the airport is the satisfaction of passengers who use ground services at the airport. This satisfaction is reflected in the passengers' evaluation of the knowledge, skills and working attitudes of service personnel through the process of providing services to passengers. The successful construction of the ground service quality of the airline at the airport means meeting the expectations and satisfaction of passengers in the process of providing services.
Service quality management is a concept that all business managers must consider if they do not want to reduce the competitiveness of their businesses. The goal of service quality management is to continuously improve service quality within the allowable cost limits. In order to well manage the ground services of airlines at airports, managers must carefully study the components of the service as well as the service delivery process. On the basis of studying the needs of customers, the airline must build service standards with detailed services and related service process, deploy, control and evaluate the service quality.