SOP沒有告訴我的事-航空公司國內線的難纏旅客與服務補救

Abstract

台灣的國內線航空產業因為高鐵的營運及油價的攀升等種種因素，競爭日趨激烈，所以服務成了航空業非常重要的競爭要素，而隨著時代的進步，現今消費意識高漲，偶有部份旅客維護自我權益的心態過於無限上綱，於是便產生了不合理的要求，亦即我們所謂的「難纏旅客」。 在國內線航空公司現有的標準作業程序裏，只有所謂的補償授權方案，並沒有告訴第一線的服務人員，面對難纏旅客時應如何應對。 本研究透過在航空業裏非常資深且經驗豐富的管理人，經由深度訪談及內容分析，萃取出最具代表性、最符合現況，並對航空公司營運產生重大影響的難纏旅客客訴情境三種，再經由在一線服務的資深督導人員及航空公司常客的焦點團體訪談針對這三種客訴情境，藉由大家的經驗，集思廣益找出最適合的應對策略，相信本研究能夠提供現今在航空公司一線服務的運務人員，在面對難纏旅客時一套可以依循的標準。The competition in the airline industry has become intense due to the successful operation of Taiwan High Speed Rail and the rise of oil price. People generally regard service quality as the most important element in the airline business. Along with the developments, clients set higher standards in service quality. Some clients are labeled as “awkward clients” because they set too high standards in guarding their own rights and fighting for their interests; inevitably, some awkward situations and unreasonable expectations are hence generated. The existing SOPs (standard operation procedures) in the domestic airline industry list the guidelines of the compensation scheme rather than explicitly informing the front line service providers how to handle the awkward clients. Therefore, this research selected the senior managers with abundant experiences in airline business and summarized the three toughest situations which cast negative impacts on the operations of the airliners through in-depth interviews and content analysis. Further, the focus groups formed by the front line senior supervisors and frequent flyers were interviewed to discuss the three clients-complain situations. The research will figure out the best strategies when facing the similar situations and later to develop compliable standards for the first line service providers at the airline business. Keywords: Awkward Clients, Service Recovery, SOP (Standard Operation Procedure)