Improving the quality of wine service in first class by organizing wine culture training酒文化培训的问卷调查.docVIP

PAGE PAGE 17 Improving the quality of wine service in first class by organizing wine culture training 摘 要 中国国际航空公司是中国唯一载旗飞行的航空公司，它的市场定位是做主流旅客（高端及商务客人）认可，具有世界影响力的航空公司。为了进一步提升客户体验，提高头等舱旅客的酒饮服务质量，国航斥资百万前往欧洲采购了15种品质优良的葡萄酒作为头等舱的酒品。然而，在近期的工作以及与旅客的沟通中发现，虽然国航努力为高端客户营造更好的头等享受，但是酒类服务的满意度依然不高，主要原因是因为空乘人员在为旅客提供酒类服务时，缺乏有效沟通。这不但违背了公司先期采购酒品的初衷，也降低了头等舱整体的服务质量，因此，为了提高酒类服务的满意度，我们决定对全体头等舱乘务人员进行酒文化培训。 通过一周的时间，我对12个航班上的头等舱旅客进行问卷调查，在获取的38份有效问卷当中，有15份对酒类服务表示满意，只占总数的40%。我将统计的结果上交给业务部门，依据调查数据，通过群组讨论，SWOT等分析方法制定了进行员工酒文化培训的方案，并假设经培训后头等舱酒类服务满意度将提高到70%。该项目历时8周，经过前期的周密安排和中期的一系列培训及考核，根据后期满意度调查结果统计，旅客对头等舱的酒饮服务满意度最高提高至74%，达到了项目设计的预期效果 通过这次培训，头等舱乘务员的酒文化知识得到普遍提高，她们将这些知识实践到日常的航班工作中，不但使客户体验得到了充分提升，也使头等舱的整体服务得到了提高，从而使得公司前进的脚步迈得更加坚实。 关键词：头等舱酒类服务 ; 服务满意度; 酒文化培训; Abstract This BA paper presents a detailed report on improving customer satisfaction in first class by wine culture training. As development of civil aviation, market competition is more and more fierce. Constant pursuit of excellence, and strive to improve customer satisfaction and loyalty is the crucial factor for an enterprise to get victory in competing. Air China costs millions of Yuan on high-quality wine for high-end passengers. However, the customer satisfaction rating with wine service did not meet our expectation, and it was only 40%. The low satisfaction rate forced us to conduct training on wine culture to all stewards in first class. It is hypothesized that if we conduct wine culture training for all first class stewards, then they could communicate with clients more effectively during the wine service and we would get higher satisfaction rate eventually. This project aims to improve employees’ knowledge on wine culture by training, so as to increase the satisfaction rate. Business department is responsible for the project. Scientific research methods such as questionnaire, focus groups and SWOT analysis were used in the identification and analysis of problems. The marketing strategies of promotion and communication were a