CAPTURING PASSENGERS’ VOICES

This paper presents how airline passenger service requirements can be analyzed by using Kano’s model of quality element classification as well as discusses the potential benefits that can be achieved by applying this approach to make marketing strategy planning. According to Kano’s model, quality elements can be classified into three categories, namely Must-be, One-dimensional and Attractive needs, depending on their ability to create customer satisfaction or dissatisfaction. Results of this study suggest that airline passenger service elements could be classified analogously with Kano’s model to identify the most important passenger service elements. Impacts of the service elements features on passenger satisfaction or dissatisfaction have been also calculated as measurement indices for improvement.