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Using Revised Importance Performance Analysis to Improve Service Quality of Airlines

Improving service quality may increase passengers' satisfaction and enhance the competitiveness of an airline in the market. Importance-performance analysis (IPA) is a simple and effective technique that can assist practitioners in prioritizing passenger attributes when taking steps to enhance service quality and customer satisfaction. However, the importance and performance attributes are not independent of each other when using self-stated importance. A revised IPA was used to measure the importance of the service attribute in this paper, which can prevent customer satisfaction from affecting the importance evaluation. Based on customer segment theory, passengers' evaluations of airline service quality are collected by a survey among business passengers, leisure passengers, high frequency flyers and low frequency flyers. The direction of an effective and appropriate action to improve service quality is proposed and is believed to be conducive for airline managers to achieve a competitive advantage.