全面品質管理的效果及其對客戶體驗的影響 – 新加坡航空公司案例研究

Abstract

隨著航空旅行需求的增加以及對手爭奪市場份額的競爭，航空公司需開發新的產品和服務來吸引客戶，同時保持較低的運營成本以提高利潤率。在這種情況下，可以實施全面品質管理（TQM），以降低運營成本，提高運營效率和改善客戶體驗，並提高忠實的客戶和運營利潤。 本研究的目的是評估TQM的三項原則：關注客戶和員工，持續改進以及每個人的參與，他們在航空業實施時對客戶體驗有什麼影響，以及如何長期維持這些原則。 結果表明，應用TQM原則後提高了員工的整體生產力和敬業度，設計出更有效的流程，從而客戶在每個接觸點上的體驗都是極好的。這些原則通過簡化流程，鼓勵員工，執行原則及獎勵員工，成功得以長期維持。

As the demand of air travel increases and competitors fight to gain market share, the airlines are forced to develop new and innovative products and services to attract customers, while at the same time keep the operating costs low to improve profit margin. Total Quality Management (TQM) can be implemented in this case to reduce operating cost, improve operational efficiency, improve customer experience, and result in increasing loyal customer and operating profit. The purpose of this study is to assess the 3 principles of TQM: Focusing on the customer and the employee, continuous improvement, and everybody’s participation, and what impact they have on the overall customer experience when implemented in the airline industry, and how they can be sustained long term in the operation. Using data collected from the study, the result shows when applied the TQM principles, the overall productivity and engagement of the employees are higher, more efficient and effective processes are designed. Customer perceived experience throughout every touchpoints are excellent. The principles are sustained through simplify process, encourage employees, enforce principles, and reward success.