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7SERVICE QUALITY AS A DRIVING FORCE OF COMPETITIVENESS INCREASE OF A REGIONAL AIRPORT IN
UKRAINE
Pavelko V.
Ph.D. in Economics, Director of "Zaporizhzhya handling company" International Airport "Zaporizhzhya", Ukraine
ABSTRACT
The article reveals the current state of services quality in regional airports of Ukraine. The author proved that the services quality level estimation at airport complex is an essential element of the quality management system. It allows to control the services quality level at the airport, provides the base for analysis and for management decisions making, ensures the feedback which are necessary for stable development of the airport complex. Keywords: airport, service, services quality, ground handling services, customer.
Formulation of the problem. The Ukraine integration into international air transportation market and national aviation system's orientation at foreign partners and investors require the improvement of airports' functioning, because they are the structures which provide customers' handling services, and therefore - the improvement of the services quality rendered by the airport complex.
Taking into consideration a current state of infrastructure and a service level, the issue of ensuring the passengers' services quality is particularly important in regional airports of Ukraine.
Analysis of recent researches and publications. The issue of services quality development is sufficiently examined and discovered in the works of foreign and national scientists, such as A.Glichev, Y.Demkiv, J.Dzhuran, V.Lapidus, F.Kotler, V.Shuhart and others.
The majority of studies in economic literature devoted to the problems of management improvement at the airport enterprises concerns the cooperation of the airport, aerodrome and airlines management [1], justification for the use of a specific management model, management principles consideration - O.Korogodova [2], management efficiency - G. Dudukalo [3], L.Khristenko and others.
Problem definition. Despite the large number of studies about the aviation market formation, airports' management and development, the problem of ensuring the services quality in regional airports of Ukraine is not enough considered and it needs further study. The purpose of this article is to study the current state of services quality in regional airports of Ukraine and to make recommendations for its improvement.
Main material research presentation. It is impossible to overestimate the important role of customers with quality management position. The customers are at the center of any activity associated with quality, and the desire to meet their needs is a fundamental principle which the quality management system is based on. Customers are the main prosperity source of the enterprise
and they are considered to be a guarantee of its existence.
The meaning "services quality" should be considered through the personality of a customer, that is, the fact how the customer really estimates the quality on the services' market is quite important for the enterprises [5].
The services quality management demands their classification first of all. The provided analysis of foreign airport structures' activity, the study of the legal and regulatory documents in the field of airport services and generalization of research results by national and foreign scientists [6,7,8] made it possible to identify the following key criteria for the classification of airport services: services' customer, the sphere of application, the stage of technological procedure, obligation of services provision, the possibility of expenses' compensation, the existence of competition, the degree of government regulation.
However despite the almost complete unanimity concerning the services classification principles, the classification of services in the field of airport services is different and it requires some specification.
The main attention should be paid to a classification based on two principles, namely the consumers of services and the sphere of application.
The clients' classification at certain groups by a "services customer" criteria allows to determine the directions of quality services improvement and to develop a competent tariff policy depending on the target audience.
The classification of airport structures' customers should be done according to modern theory of customer segmentation, which distinguishes two main segments: B2B and B2C [9].
B2B (business to business) — this is a market sector where the organization's clients are the other organizations, unlike B2C segment (business to customer), and it means the interaction of organizations and endusers (Table 1).
Table 1
Services peculiarities in the sphere of airport service _in segments "B2B" and "B2C" _
Feature Segment «B2B» Segment «B2C»
Customer Air carriers (airlines), operators, cargo owners, shippers, consignee Airport passengers, airport visitors; persons exercising shipment of cargo and luggage
Relations with customers Long-term Short-term
Quality of services Is caused by the requirements of aviation security (quality reducing is unacceptable) Idividual requirements. Operative interference.
Loyalty (liability) of the customers Is ensured by monopolistic character of airport structure services
Market segmentation criteria According to branch affiliation, type of airlines which are been serviced and cargos types According to different criteria of customers' segmentation depending on demand intensity
Services Nomenclature A wide range because of the process complexity and the presence of a considerable number of non-standardized services A relatively small list of services which are provided to passengers
Information provision Air carriers, operators and cargo companies possess the information about the state of the services' market Is not significant
The standardization degree of services provided The standartization services of AC handling, airlines' crews, cargo handling. A great role of support services. Non standardized
Type of competition Non price Price
Pricing (Tariff setting) The state establishes limited rates of tariffs and charges on certain services Competitive
Taking into consideration the market state of airport services complex, the specifics of business entities, it should be noted that under the circumstances, a key factor of the improving the functioning of airport services market is the level of services quality. Existing standards of airport complex services do not meet the current trends of market economy and the customers' requirements as well.
The main reasons are: a significant moral and physical deterioration of majority airport complex facilities at regional airports of Ukraine, a low usage level of information technologies and so on.
Currently the main regulatory and legal controls in airport services quality sphere is the implementation of
The first stage supposes the study of the main subjects of airport services market structure: customers with allocation of segment groups and producers in order to determine the responsible departments and services of the airport on the questions of services quality level evaluation.
As it was noted above, the key groups of customers of the airport complex are two segments: B2B and
the Quality Management System ISO 9001 standards and the requirements for aviation security ISAGO, at this very time there are no any norms regulating the services quality with a client-oriented approach and airport complex services quality control systems. In this very situation the subjects of airport services market faced the problem of lack the unified approaches, criteria and evaluation methods of the airport services quality, and as a result, they faced the need to develop self-regulatory mechanisms of service activities.
Author' own method of estimation the services' quality level at airport complex is proposed at (Fig. 1).
B2C. Besides, the B2B segment is formed mainly by the airlines that bring a significant part of incomes due to aviation activities. The B2C segment is mainly represented by the passengers who are the main income source from non-aviation activities.
The main criteria of the airport complex service quality, which influence the choice of airlines and passengers, are presented by the author in Table. 2.
STAGE I - The study of the main subjects of airport complex services market
Customers' research with segment groups allocation
Determination of those who is responsible for quality _control by manufacturers_
STAGE II - The necessary primary documents development
STAGE III - Determination of the sample size
STAGE IV - Field investigations carrying out
STAGE V - The evaluation of the research results
STAGE VI - The recommendations development for airport management
Fig.1 The evaluation algorithm of airport complex services quality
Table 2
The choice criteria of the airport complexes by the customers
Airlines Passengers
Compatibility with the airline route network Ground handling time / Ground handling quality
The availability and accessibility of the centers of AC maintenance The cost of car parking at the airport
The size of rates and charges The cost of transportation to the airport
The modernization degree of basic infrastructure objects of airport Service quantity and quality for non-aviation services
"Width", "depth"and potential of the target transportation market while the flights are executed from the airport Schedule's convenience
Easy transfer through airport
Slots availability at certain time intervals Transportation price
Competitors' presence Routes' number
Transfer connections ensuring The accessibility of the airport from the city
Marketing support Airlines reliability
Evaluation ratings of airport structures Image and transport security of the airport
Security level in airport Availability of programs for frequent flyers
The second stage of evaluation the quality of services at the airport complex "The required primary documentation development" means the development of questionnaires for customers of airport complex. The main task of the questionnaire is the determining the customer satisfaction with airport complex services level at every stage of service provision and to identify weak places.
The next step is to determine the sample size of statistical population based on average values to obtain valid data.
Respondents' poll results allowed to investigate the passengers' satisfaction level of the airport complex services quality and to discover the services sphere, which needs improvement according to the customers' opinion.
A special displeasure of passengers is caused by too long queues while the check-in services and baggage handling (28%), more than 18% of passengers were faced the delays at baggage claim and 3.5% of respondents pointed at problems at luggage transportation. Thus the most problematic question is the question of baggage handling services (49.5%). A large proportion of respondents are disappointed by the services quality while pre-flight inspection and safety control (20%).
Besides, we have researched the customers' degree satisfaction with airport complex ground handling quality level concerning non-aviation services. (Table 3)
Table 3
Results of the respondents' poll about satisfaction with the quality of non- aviation services at airport _complex__
Drawbacks % from the total number of responses
High prices at public catering locations 82,0%
The absence of luggage carts 15,5%
A narrow range of commercial facilities 1,3%
The lack of Internet access points 0,2%
The absence of currency exchange offices 0,1%
Other 1,0%
While the evaluation of non-aviation services 82.0% of respondents noted high prices of catering services, 15.5% - were disappointed by the lack of luggage carts, a narrow range of commercial facilities was indicated by 1.3% of customers, 0.2% of respondents are not satisfied with the number of access points to the Internet.
In the opinion of interviewed representatives of air carriers (B2B segment) talking about the satisfaction with airport complex services quality, this very service quality for passengers in the terminal is influenced by such factors as a low personnel qualification, the lack of check-in and border control counters and gates.
Once again, we'd like to note that the best motivation and regulation of the services quality and cost is
the existence of competition at airports, which is actually absent in the domestic market of aviation and non-aviation services unfortunately [10].
Conclusions. Taking into account the market conditions of airport services sector, the specific activity of business entities on this market and the requirements' features of different customer groups, it should be noted that a key factor of improving the functioning of airport services market in the existing conditions is the level of service quality. Existing standards of airport complex services do not follow the current trends of the market economy and the customers' requirements as well.
Thus, it should be noted that the evaluation of airport complex service quality is an essential element of
the quality management system. It allows to control the level of the airport service quality, provides the base for analysis and management decisions making, ensures a feedback which are very important for a stable development of the airport complex.
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О РЕЗУЛЬТАТИВНОСТИ ИНСТРУМЕНТОВ ГОСУДАРСТВЕННОЙ ПОДДЕРЖКИ РАЗВИТИЯ ЧЕЛОВЕЧЕСКОГО КАПИТАЛА В РОССИИ
Пьянова М.В.
Финансовый университет при Правительстве Российской Федерации, г. Москва, кандидат экономических наук, доцент
Лавник Р.В.
ООО «Мостакс», г. Москва, кандидат экономических наук, генеральный директор
ABOUT EFFECTIVENESS OF INSTRUMENTS OF THE STATE SUPPORT OF DEVELOPMENT OF THE HUMAN CAPITAL IN RUSSIA
Pyanova M.V., Financial university under the Government of Russian Federation, Moscow, PhD, associate professor
LavnikR.V., LLCMostax, Moscow, PhD, CEO
АННОТАЦИЯ
Целью исследования являются проблемы налогового стимулирования инвестиций в образование и здравоохранение, как приоритетных направлений развития человеческого капитала в современной России. Увеличение государственных инвестиций в условиях бюджетной неустойчивости не представляется возможным, в связи с чем, целесообразно рассматривать косвенные инструменты стимулирования развития человеческого капитала.
Налоговые инструменты структурированы авторами по отдельным налогам: НДС, налогу на прибыль организаций и налогу на имущество организаций; и по направлениям вложения средств: на цели образования и здравоохранения. Охарактеризованы динамика и объемы налоговых льгот, направленных на стимулирование инвестиций в развитие человеческого капитала; проведена оценка их результативности.
Сделаны заключения о низкой результативности налоговых льгот по рассматриваемым налогам, отсутствии единой методики оценки инструментов налогового стимулирования, недостатке своевременной и полной информации для проведения мониторинга.
ABSTRACT
