Research On Service Recovery Strategies For Airline Delay Of Civil Aviation In China

The delay of scheduled flight has become a great concern of government, air plane companies, and passengers. The delay of scheduled flight can waste traffic resources, delay passengers'schedule, and impair transportation services and benefit. What's more for the lack of information about scheduled flight and the deficiency of emergency countermeasure, the delay of scheduled flight can exert quite negative impact on social and airport security.A survey, conducted by CHINA CONSUMERS' ASSOCIATION at Beijing, Shanghai, Tianjin, Chongqing and Sichuan On Dec. 20, 2005, showed that 75% of the 3000 subjects had experienced scheduled flight delay; 94% of those frequent passengers had suffered form the delay of scheduled flight; 43% subjects showed that they were dissatisfied with the countermeasure for scheduled flight delay and some even showing their anger by refusing boarding or alighting. The performance, speech, and other detailed performance of the air plane company have become the core of the scheduled flight delay contradictory between air plane company passengers.With the development of services economy, service re remedy gradually gains its importance among the academic circle and air plane companies. For the nature of service, service lapses are sometime unavoidable, so timely service remedy is the key for companies to diminish customers dissatisfaction and therefore save its fame and competition advantages. At present, air navigation is highly developed in China. However, for the lack of service regulation on air transportation and mobile communication, the competition of air transportation is not as severe as it is aboard, and so there are a few air transportation companies for passengers to choose, so some air transportation companies even don't bother to make service remedy for the delay of scheduled flight. However, it is a must for air transportation companies to make services remedy so as to diminish customer drain and to save fame and thus take a lion share in market competition.This paper adopted the research methods of literature review, interview, questionnaire, and statistical analysis. Firstly, the theoretical base of the paper was built by extensive reading on service lapses and service remedy home and aboard; secondly, evaluation regulation was established by communicating with Sichuan Air Transportation Company and Air China Southwest Branch and consulting previous researches; thirdly, collected data by questionnaire; fourthly, test the reliability and validity of the questionnaire with SPSS 13.0, and conducted customers'to evaluated the gravity of those various index of services quality, and analysis statistics by the method of"Level of concern and level of satisfaction"with SPSS 13; lastly, provided countermeasures and suggestions according to theories of service marketing and the characteristics of China air transportation.