Examining User Perception about Airline Untact Service Quality

Purpose: The purpose of this study was to explore dimensions to improve airline non-face-to-face(untact) service quality and identify shadow work dimensions in the digital environment among them.Methods: This study conducted mixed method. First of all, For finding out the dimensions of airline untact service quality, in-depth interviews were conducted from passengers. The collected data through the survey were analyzed using improved importance-performance analysis(IPA). Second, An online survey was conducted to quantitatively analyze user perception about airline untact service quality, and the importance performance of service quality at each dimension was identified through the revised IPA method.Results: The results of this study are as follows; Through in-depth interviews, 11 dimensions found out and 32 measurement items were developed. and then, through the revised IPA analysis, passengers were highly satisfied with “Cleanliness of in-flight service” and “Reliability of self check-in”. Also, We found 3 shadow work dimensions such as “Ease of use of self check-in”, “Usefulness of self check-in”, and “Responsiveness of self check-in”.Conclusion: Airline service providers have to keep high-satisfaction services and urgently improve less satisfied services. In particular, the dimensions related to shadow work have to be improved.