This paper aims to explore traveler expectations and service improvements for a regional airport. Using Kaohsiung International Airport (Taiwan) as an example, it is illustrated how a simple integration of three-factor theory and SERVQUAL into QFD can help planners to identify feasible strategies that can increase passenger numbers. Among the 29 identified service attributes, travelers identify four attributes having great potential to increase overall traveler satisfaction if they are improved. These attributes are: design of special category lounge, travel information service, baggage claim wait time, and clarity of airport entry sign. The traveler perception of attribute importance is then translated into designing 20 quality improvement strategies, which are weighted for feasibility by airport managers. The researching findings suggest the following feasible strategies: increase variety of food options, improve wayfinding and airport terminal design, improve airline services, minimize baggage claim wait times, and redevelop and extend departure lounge facilities.
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