Nowadays the service quality has become the core value for airlines to
win the market share under severe competition. This research broadly
investigated passengers’ viewpoints regarding their expectations and
satisfactions of the service provided by the eight airlines operating in the Asian market. According to the number of passengers and the amount of
revenue, this research divided Asian routes into Taipei-Hong Kong,Taipei-Japan and other Asian routes. The simple visual IPA technique was refined and discussed in details. Traditional IPA might mislead the airlines
into a blind spot, in which only focuses on their own passengers’ opinions
and neglect the comparison with other competitors. The refined IPA not
only conserves the conciseness and efficiency of traditional IPA, but is able to reveal the significant differences between the importance and
satisfactions of various services perceived by customers who fly with
different airlines in different routes.