員工與旅客的全面視角：機場旅程地圖中之驚喜與挑戰

Abstract

在競爭激烈的航空業中，建立優質的顧客體驗和留下難忘印象已然成為商業環境中最重要的事情。地勤人員在與旅客互動時，他們的行為會給予旅客第一印象，這直接影響到公司的成功與否，他們在提升整個機場和航空公司的顧客體驗方面發揮著至關重要的作用，然而，在高壓的工作環境下，儘管徵才次數多、競爭激烈，也成為許多人的夢幻職業，仍面臨員工流動高、人力不足的問題，因而導致服務品質下降，對航空業的聲譽及顧客信任造成了負面影響。因此，本研究將以地勤人員與顧客的雙向體驗感為主題，目的在於探討影響員工工作體驗及顧客體驗的因素，從不同階段中探討不同角色是否也面臨顯著一樣的痛點。研究設計將採用顧客旅程地圖作為分析工具，針對員工及顧客設計不同的訪談大綱，將地勤人員的工作分為四個階段：機場報到流程、候機室/登機門、轉機或入境以及行李組，並分別邀請4位員工及6位顧客作為研究對象，透過半結構式訪談法，針對員工和顧客在同一階段遇到的接觸點所獲得的服務體驗感受進行訪談，以探討其是否有相同或相異之處。本研究共整理出員工端19個類別104個分析單位、顧客端16個類別86個分析單位，並根據這些類別繪製出旅程地圖。根據研究結果顯示，機場設施設備、工作心境及服務是最多受訪者提及的，發現人員服務態度及環境對顧客體驗的影響最大，而設備的好壞及旅客的態度會影響地勤人員工作心態，對工作體驗影響最大。本研究建議機場及航空公司可以以改善機場環境、關心員工心理狀態的方向做發展。未來可以將研究擴展至跨國機場和航空公司，探討不同文化背景下的管理模式和服務水平差異。In the competitive aviation industry, establishing excellent customer experiences and leaving unforgettable impressions have become important in the business landscape. Ground staff, who interact directly with passengers, play a crucial role in shaping the first impression that directly impacts the success of the company. They are instrumental in enhancing the overall customer experience at airports and airlines. However, despite being a dream job for many due to frequent hiring and intense competition, ground staff face challenges such as high turnover rates and staffing shortages, leading to a decline in service quality. This negatively affects the reputation of the aviation industry and undermines customer trust. Existing improvement measures often remain superficial.Therefore, this study focuses on the dual experiences of ground staff and customers, aiming to explore the factors that influence employee work experience and customer experience, and to investigate whether different roles face similar pain points at different stages. The research design will use customer journey mapping as an analytical tool, with different interview outlines designed for employees and customers. The ground staff's work will be divided into four stages: check in process, waiting area/boarding gate, transfer or immigration, and lost and found. Four employees and six customers are invited as study participants. Through semi-structured interviews, the service experiences at various touchpoints encountered by employees and customers at the same stage will be examined to determine if there are similarities or differences. This study compiled 19 categories with 104 analysis units from the employee side and 16categories with 86 analysis units from the customer side, and created journey maps based on these categories. The research results indicate that airport facilities, work mindset, and service were the most frequently mentioned factors. It was found that the service attitude of staff and the environment have the greatest impact on customer experience, while the quality of equipment and passenger attitudes significantly affect the work mindset of ground staff, thereby having the greatest impact on their work experience. This study suggests that airports and airlines should focus on improving the airport environment and attending to employees' psychological well-being. Future research could extend to international airports and airlines to explore differences in management models and service levels across different cultural backgrounds.