Research On The Key Factors Of The Customer Satisfaction For Low-cost Private Airlines

For a long time,the civil aviation industry always is the high barrier monopoly industry. With the reform of the civil aviation industry, our country has relaxed market access for the private capital, and the private airlines will promote industry competitive power and state economy. Since 2005, private airlines are set up in a short time. Some adopt the management model of low cost. It is an issue whether low-cost model from which Southwest Airlines have benefited for 30 years will grow up in the private airlines.Our country starts to research the management model of the low-cost private airlines in the market economics through the national natural sciences fund.The case of Southwest Airlines shows promoting customer value is one of the powerful competitive advantages for aviation enterprises. Facing with the pressure the low-cost private airlines must pay attention to the factors of the customer satisfaction which should be considered as a keystone by which the enterprise can promote the economic efficiency. This is my motive and objective.In the paper the empirical method is used to study the subject of the key factors of customer satisfaction about the low-cost private airlines. Firstly, this paper develops measures of customer satisfaction in the low-cost private airlines based on reviewing the literature and interviewing with customers. Secondly, it finds the key driving factors of customer satisfaction by using Factor Analysis methods and constructs the model between key factors and customer satisfaction degree by SEM methods.Then the paper analyzes the difference of the key factors of customer satisfaction between the low-cost private airlines and state-owned airlines.Consequently the image factors, service factors, transportation quality factors, environment factors and ticket factors are five key factors and have a positive impact on customer satisfaction. And ticket factors and transportation quality factors are more attractive. Finally, according to Spring Airlines it offers the customer satisfaction upgrading strategy and implementation framework by Four Scenarios Model.