Importance-Performance Analysis of Service Quality in National Airlines and Foreign Airlines
Authors:   Asia-Europe Perspective Association, Park Soo-Young 
Published: June 2018

The purpose of the study is to improve service quality properties both for National Airlines and Foreign Airlines by exploring the gaps in relation to the passenger's service expectations and actual service received so as to suggest the differentiated competition strategy and marketing strategy from ever-growing competitions.
To this end, literature and actual studies were done together. The importance and performance with airline service quality were theoretically investigated through the literature study while the components of the importance and performance with airline service quality were set up from the preceding studies. The actual study was done as, given the components from the literature studies, the Korean passengers arriving and departing by both national and foreign international airlines at the Incheon International Airport were surveyed with the questionnaire as to airline service quality.
The data of the study were analyzed by paired samples t-test, frequency analysis, factor analysis, and Cronbach's Alpha-reliability. The component analysis was done for a feasibility study, which resulted in 6 components. Those components were named as 'Supplementary Service' for the component 1, 'Organic System' for 2, 'In-flight Service' for 3, 'Operation and Reservation Service' for 4, 'Personnel' for 5 and 'Reliability' for 6. The reliability analysis by Chronbach's Alpha index resulted in .700 or more for each of 6 components in importance and performance with airline service quality, whereby reliability among questions were identified.
The major findings from the study are as follows.
First of all, coming to the result of difference analysis between importance and performance with airline service quality, 23 out of 26 items for national airlines and 22 out of 26 items for foreign airlines showed significant difference between importance and performance.
Looking at IPA matrix of service quality items, compensation for passenger's claim against flight delay or cancellation was Concentrate Here quadrant. This item is perceived to be important, yet perceived as being performed poorly in both national airlines and foreign airlines. Items, i.e. various discounted fares flavor, various route and useful frequent flyer program in national airlines and easily reservation changeable and ticket refundable, spacious and comfortable in-flight seats and on-time performance in foreign airlines were Concentrate Here. Therefore, they should be concentrated on to be improved.
As 8 items, i.e. exact luggage control, convenient schedule, flight reservation.ticketing service, contingency handling, staff's credibility, staff's courtesy, safety, aircraft were situated in the Keep Up the Good Work quadrant in both national airlines and foreign airlines. Easily reservation changeable and ticket refundable, boarding guidance and service, quality of in-flight food and drink, comfortable in-flight seats, on-time performance and staff's ability to speak foreign languages in national airlines and various discounted fares flavor in foreign airlines were in the Keep Up the Good Work quadrant. These attributes were rated as both important and performed highly.
All 4 items, i.e. various air package, program for children or seniors, variety of in-flight food and drink and in-flight movie/music program in both national airlines and foreign airlines were loaded in the Low Priority quadrant. In-flight internet.telephone.facsimile in national airlines and quality of in-flight food and drink, various route and useful frequent flyer program in foreign airlines showed with low importance and performance so they can be said as low priorities for decision-making.
Nothing in national airlines and 2 items, i.e. boarding guidance and service and staff's ability to speak foreign languages in foreign airlines were identified in the Possible Overkill quadrant that were rated as having low importance and high performance.