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Trans. Planning Journal
| Title | Applying the Critical Incident Technique and Dramaturgical Theory to Measure the Airlines Service-Delivery Satisfaction－An Empirical Study of Taiwan-Hong Kong Route |
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| Author | Cheng-Hua Yang, Hsin-Li Chang |
| Summary | According to the “Theory of natural selection”, the priority for any species to survive is to identify its propitious niche. Due to the intense competition on the Taiwan-Hong Kong route, airlines pay more serious consideration to focus the uniqueness of their products to create the market segmentation strategies that are difficult to be duplicated by their competitors. This paper adopted “Purposeful sampling” and “Critical incident technique” to gather those critical events that will influence the customers’ satisfaction. We also applied with “Dramaturgical theory”, “Multivariate analysis”, “Aiken content validity and Aiken homogeneity reliability” and “Ridit analysis” in analyzing the advantages of the competitors’ niche and segregated with their superior service among different airlines. The results indicated that Airline A was flattered by the customers as “customers always come first”. Airline B took a lead on “setting”, “humane thoughts” and “safety”. Airline C differentiated itself by establishing frequent schedules to China and segmenting the air-market. Airline D gained its strength on “experience and professionalism”, “meals” and “safety”. This paper provides useful references for airlines in developing the critical strength under control or reinforcing the critical strength not fully in control. |
| Vol. | 34 |
| No. | 2 |
| Page | 261 |
| Year | 2005 |
| Month | 6 |
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