在現今競爭激烈的航空市場中，唯有提供良好的服務品質，提高乘客的滿意度，才是各航空公司增進市場占有率及競爭力的有效方法。因此，本研究期能應用重要表現分析法(IPA)探討旅客對航空服務品質的重視項目及實際的滿意程度，了解其中差異以供航空業者加強改善經營管理之參考。本研究採便利抽樣方式，於2009年5月至6月間，以高雄地區14間有經營日本航線業務旅行社之顧客爲對象，共計發放500份問卷，總計有375份有效問卷，回收率75%。以SERVQUAL量表爲問卷架構，分成五個構面（有形性、可靠性、反應性、確實性及關懷性，共27項航空服務屬性，然後應用IPA模式分析旅客對各服務屬性的重視程度與賞際表現滿意程度。研究發現極需改善之服務屬性有「機內座位寬敞舒適」、「機票價格合理」、「機場人員能迅速處理班機延誤及行李遺失問題」以及「經常推出優惠方案」等4項，本研究亦針對此對4項服務項目提出改善之建議。再利用45度斜線IPA分析發現除了「機內免稅商品之多樣性」之滿意度與重視度互有重疊，兩者無差異外，其他項目之座標全部落在等分線下方，代表航空業服務品質的表現皆還有需要改善與加強的必要性。

Due to the great competition pressure, international airlines should improve service quality to meet customer's needs so as to increase the carrier's competitive advantage and to enlarge own market share The main purpose of the research is to understand the passengers' service expectations and perceived service performance and the differences between the two structures as the reference for airlines companies. The consumers of the 15 travel agencies in Kaohsiung which are selling Japan traveling products are subjects of interest. The study collected 375 valid questionnaires from MAY to JUN 2009. The survey was based on SERVQUAL construct (five constructs: tangible､reliability､responsiveness､assurance､empathy) and has 27 items. Importance-performance analysis (IPA) were used to measure the service expectations and perceived service performance of the passengers flying from Kaohsiung to Japan. The results indicates that the passengers dissatisfied with ｢cabin seats comfort｣､ ｢reasonable ticket fare｣､ ｢the flight delay and lost and found handling of the airport ground staff｣ ｢promotion activity｣ variables. Finally, the study provides specific recommendations about how air carriers can use the results to improve their performance or build a differential edge. Extensions of the importance-performance mapping include adding a 45-degree line to highlight regions of differing priorities. This is also known as the iso-ratingline where importance equals performance. Any variables below the line must be given priority whereas any variables above the line indicate otherwise. All variables need to be improved except｢varied duty free items｣ variable in this study.