بهبود کیفیت خدمات با استفاده از گسترش کارکرد کیفیت: بخش محموله هوایی خطوط هوایی چین

Recent-rising crude oil prices have impacted on the development of the air-freight industry making improved service quality and competitiveness— pressing issues for management. To examine the performance of China Airlines this paper employs quality function deployment to integrate inside quality technology and the voice of outside consumers, and using “House of Quality” charts, illustrates the company's performance in terms of service and offer suggestions for improvement. The conclusion shows, in terms of outside consumer voice, the three main factors demanding improvement and the three in greatest need of improvement regarding quality technology.

With the division of production and marketing in global logistics and the prevalence of the just-in-time concept, large-scale enterprises are moving toward multinational production to best allocate resources. To improve competitiveness low-volume, light-weight, time-sensitive, and high-value goods are generally shipped to their destinations by air. Despite the effects of the September 11 terrorist attacks in the US, the SARS outbreak, the Iraq War, and the “War on Terrorism”, the air-freight market has continued to expand. In 2004, Boeing asserted that the air-freight market is set to maintain an average growth of 6% per annum over the next 20 years. However, the crude oil price instability has led to higher costs for airlines, not only impacting their bottom lines, but also negatively affecting their growth and sustainability. Airlines are this undergoing major reforms, including overhauling personnel management and refining operating procedures, as well as implementing a complete digitization of their systems, to improve operations and lower costs. Additionally, some airlines have taken this opportunity to expand their market share. In this environment, lowering costs while increasing service quality and competitiveness are pressing issues. This paper provides information on the freight service quality of China Airlines, building on the service quality model proposed by Parasuraman et al. (1985), and making use of a survey that looked at the disparity between expected service and perceived service received by air cargo forwarders (Fig. 1). Then, using of data in quality function deployment (QFD), we systematically determine the service demands of air cargo forwarders on airline cargo shipping and the corresponding organizational aspects of cargo-shipping departments. Finally, through quality attribute ranking (QAR), methods to assist management in understanding the voice of outside consumer and better prioritize internal operations are developed

The analysis shows the factors most important in satisfying outside consumer voice are prompt handling of import/export work, willingness to help solve customer problems, standard operating procedures, flight punctuality, and good transport considerations. From this, it can be deduced that accuracy and efficiency of an air cargo forwarder are the key factors in service operations. Additionally, the factors in greatest need of improvement with regard to quality technology are customer service, cargo loading/unloading management, IT development, training, and customer service hotline operations. In terms of customer service, despite air cargo services having the greatest time efficiency for high-price items, difficulties with staff organization and assignment mean the sector cannot fully meet customer demands.