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 fields, including economics, culture, law, and educational management Consequently, this has led to 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 item The delivery 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 offerings that are not cultivated or produced, 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 ground services at airports involve the interaction between the airline's ground service provider and the customer, focusing on activities designed to meet the needs of airline passengers.
1.1.2 The role of ground services of airlines at airports
Air services during flight operations encompass various processes, primarily divided into two main categories: 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, there is a significant disparity in the quality and variety of these services between business class and economy class travelers.
Airline ground services play a crucial role in delivering exceptional inflight experiences by addressing all pre- and post-flight passenger needs These services include ensuring suitable seating arrangements, meal reservations, efficient baggage handling, load balancing, and guiding passengers during boarding and disembarkation Without effective ground services, flights cannot operate, making them an essential component of the overall air travel experience.
Ground service is the crucial first interaction passengers have with an airline at the airport, significantly shaping their overall perception of the flight experience A negative initial impression can lead to lasting dissatisfaction, particularly during unusual flights where ground service delays may exceed flight durations Conversely, exceptional ground service can foster empathy, trust, and loyalty among passengers, ultimately enhancing their relationship with the airline.
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 essential nature of services in contrast to physical products.
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 airlines This achievement not only boosts the airline's prestige but also enhances its image and brand perception 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 service provided by airlines at airports is inherently intangible, as it involves the behind-the-scenes communication between ground staff and passengers to facilitate the boarding process Unlike tangible products, customers cannot see, taste, touch, or smell these services prior to use, making it challenging to evaluate their quality Ultimately, the experience gained from these services can significantly influence customer satisfaction, but the invisible nature of these processes complicates the assessment of airline ground services before, during, and after the experience.
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 expected quality of service.
(3) Simultaneity of production and consumption
The production and consumption of airline services are inherently linked, as customers play a crucial role in determining service creation An airline cannot offer a service without passengers, making customers both consumers and active participants in the production process The service production concludes when the consumer experience is complete Consequently, passengers requiring ground services at airports must engage directly with the service providers to meet their needs effectively.
This feature highlights the distinction between goods and services, emphasizing that the production and consumption of goods are distinct processes Typically manufactured at production facilities, goods are subsequently distributed to locations where consumers prefer to purchase them Thus, the production and consumption of goods are recognized as separate activities.
Airline ground services, delivered by ground staff to passengers, greatly influence customer satisfaction and ticket purchasing decisions High-quality interactions are essential, as passengers may be deterred from buying tickets if they perceive unprofessional attitudes from staff or face issues like unavailable aisle seats due to lack of pre-reservation The labor-intensive nature of these services necessitates effective communication between ground staff and passengers, where human behavior, communication attitudes, and personal characteristics play crucial roles To enhance service quality, managers must prioritize the selection, training, and treatment of employees, ensuring they are equipped to meet the diverse needs of travelers.
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 topic of significant interest among researchers, yet defining and measuring it remains challenging, with no universal agreement on its parameters Since the early 1980s, academic efforts have increasingly concentrated on exploring and articulating the concept of service quality.
Gronroos (1984) identifies two key components of service quality: technical quality and functional quality While technical quality refers to the tangible aspects of a service, it is often undervalued In contrast, functional quality, also known as human quality, emphasizes the service delivery process and is regarded as the most critical factor in effective service quality management.
According to Lewis and Booms, service quality is defined as the gap between customer expectations and their actual experiences with a service When expectations exceed the service's performance, customer satisfaction declines Thus, service quality is fundamentally an emotional concept, closely linked to feelings and overall customer satisfaction.
Parasuraman and colleagues' research (1988, 1991) defines service quality as the gap between consumer expectations and their perceptions of service outcomes To assess the quality of ground services provided by airlines 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 level of service that meets the predetermined requirements of the buyer It is measured by customer satisfaction, which arises from the comparison of their expectations before and perceptions after experiencing the service Quality encompasses a set of inherent characteristics that fulfill these requirements, primarily focusing on the demands or expectations that are communicated, understood, or required Ultimately, customer satisfaction reflects the customer's perception of how well these expectations have been met.
Airline ground services at airports play a crucial role in passenger satisfaction, reflecting the quality of service provided by the airline These services encompass all interactions and support that enhance the overall travel experience, aligning with passengers' expectations and delivering significant benefits.
The quality of airline ground services at airports directly impacts passenger satisfaction, which is assessed through the evaluation of service personnel's knowledge, skills, and attitudes Achieving high ground service quality involves fulfilling passenger expectations and ensuring their satisfaction throughout the service delivery process.
Service quality management is essential for business managers to maintain competitiveness, focusing on continuous improvement of service quality within budget constraints To effectively manage airline ground services at airports, managers must analyze service components and the delivery process By understanding customer needs, airlines can establish detailed service standards and related processes, ensuring proper 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 meet customer satisfaction to thrive While the quality of tangible products can be evaluated through specific standards like shape, color, and material, service quality remains more abstract due to its unique characteristics, including inseparability, invisibility, heterogeneity, and perishability Product quality assessment is well-defined and adheres to standards such as ISO 9001 and ISO 22000, whereas service quality evaluation lacks detailed standardization and remains incomplete Measuring customer satisfaction with service quality is complex and requires scientific models that align with real-world scenarios Consequently, the study of service quality and its assessment continues to garner significant interest among researchers.
This research introduces three prominent 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) Each model offers unique insights into assessing service quality, contributing to a comprehensive understanding of customer satisfaction and service performance.
Technical and functional quality model (Gronroos, 1984)
In 1984, Gronroos introduced a model of technical and functional quality, which evaluates service quality by comparing customers' expected value prior to using the 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 encompasses the nature of the service provided and the actual value 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
The corporate image serves as a crucial filter in assessing service quality, enhancing the relationship between customers and businesses Consumers gauge the level of service quality based on their previous experiences and overall perceptions, which significantly influence their evaluation of a provider's offerings.
Research on service quality models aims to identify the key attributes that define both functional and technical quality, as well as the corporate image, which collectively influence customer perceptions of service quality and ultimately drive customer satisfaction.
Parasuraman, a pioneer in service quality research, developed the SERVQUAL model, which combines the concepts of Service and Quality He posits that service quality is determined by the gap between customer expectations and their actual perceptions during service use According to Parasuraman, customers' perceptions serve as the most objective measure of service quality His model outlines the gaps in service quality, providing a framework for standardizing and evaluating service performance.
Distance 1: the distance between the perception of the company about the expectation of the customer with the expected service of the customer
Distance 2: the distance between the company's perception of customer expectations with service quality criteria
Distance 3: the distance between service standards and actual services provided to customers
Distance 4: the distance between the quality of services actually provided with the quality of service standards that informs customers
Distance 5: the distance between the service the customer receives and the customer's expectation of the service
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
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, leading to their examination across various disciplines, including economics, culture, law, and educational management Consequently, services are understood through diverse concepts and interpretations, reflecting their multifaceted nature.
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 or performance offered by one party to another, which does not lead to ownership of any physical goods The execution of a 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 offerings that are not produced or cultivated, encompassing a wide range of industries 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 ground services at airports are shaped by the interactions between the airline's ground service provider and its customers, focusing on meeting the specific needs of consumers These services encompass various activities designed to enhance the overall travel experience for passengers.
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 engaged in these services.
Inflight services refer to the various amenities offered onboard an aircraft, including meals, newspapers, magazines, and entertainment options like video games and movies The level of comfort and services provided can vary greatly between business class and economy class, enhancing the overall travel experience for passengers.
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 include ensuring comfortable seating, meal reservations, efficient baggage handling, load balancing, passenger guidance, and safe disembarkation Without effective ground services, flights cannot operate, highlighting their essential role in the overall air service delivery 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 is especially true during unusual flights, where the duration of ground service can exceed that of the flight itself, leading to increased passenger dissatisfaction due to delays Conversely, exceptional ground service can foster empathy among passengers, ultimately enhancing trust and loyalty towards the airline.
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 that set them apart from traditional goods Key features that differentiate services include zero loss, intangibility, simultaneity, and storage inability These attributes highlight the essential nature of services in contrast to physical products.
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 completing ground services for the airline This achievement will boost the airline's prestige and 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 service of an airline at the airport is an intangible product, characterized by the behind-the-scenes communication between ground staff and passengers to facilitate boarding procedures Unlike tangible goods, these service steps are not visible or perceivable through the senses, making it challenging for customers to evaluate the quality of ground services before, during, or after their experience Ultimately, passengers' satisfaction hinges on the overall experience, which can vary significantly.
To minimize uncertainty when utilizing airline ground services at airports, customers should seek out information regarding the airline's brand reputation and ensure that the cost aligns with the expected quality of service.
(3) Simultaneity of production and consumption
The production and consumption of services are inherently interconnected, as customers play a crucial role in determining service offerings For instance, airlines cannot develop their services without the presence of passengers, who are not only consumers but also active participants in the production process The service production concludes simultaneously with the consumer experience, highlighting the importance of direct communication between customers and service providers, especially for ground services at airports.
This feature highlights the distinction between goods and services, emphasizing that the production and consumption of goods are distinct processes Goods are typically manufactured at production facilities and subsequently distributed to locations where customers prefer to purchase them Thus, the separation of production and consumption is a fundamental aspect of how goods are managed in the market.
Airline ground services are essential interactions between ground staff and passengers, significantly influencing the overall travel experience The quality of service can determine whether passengers choose to purchase tickets, as unprofessional attitudes or inadequate assistance—such as failing to guarantee aisle seats without prior reservation—can deter them Given the labor-intensive nature of these services, effective communication is crucial The dynamics of human behavior, including communication attitudes, willingness to assist, and individual motivations, play a vital role in both service delivery and customer satisfaction Consequently, airline managers must prioritize the selection, training, and treatment of employees to ensure high-quality service.