J Airline Service Marketing Research

Mr.kotler have pointed out, service has represented future market management and marketing to study the one of major field of research. Market economy has entered the times of "service maketing", the one of competitive focus between enterprises is service and service is the effective and major means that produce discrepancy and get rid of elementary competition.Airline is the service industry that offers the aerial affair of transport service. This dissert is taking J Airline as investigation background, which on the foundation of plenty of market research and practice research, have pointed out civil airline of the enforcement of service marketing strategy for present to hit make the strategic meaning of new competitive advantage. This dissert has first carried out objective diagnosis for the present service marketing management situation of J Airline, forms through the customer who comes to the company of investigation J to the way that passenger provides investigation questionnaire, the overall appraisement of concerning condition and customer for J company's service of customer, company and the contents such as true expectation, and the special reality of combination service marketing theory and the domestic trade of civil aviation is discussed, suggested and designed for the service marketing strategy that J airline should adopt.This dissert is discussed with really certificate theory of research and service marketing of market investigation for foundation, by utilizing service marketing market minute and location, have analyzed J Airline should how to establish and defend customer relation, implementing relation marketing strategy, promote faithfulness of customer for company. Know excessive the property of service, service marketing combination is made up from the traditional development of 4 P to 7 P, is key to have discussed as Airline J should the problem of how to manage the physical evidence,the service process and the people in the service. The effective enforcement of all strategies is the purpose that will reach the promotion service quality of company, serve the difference in degree of quality to decide J company in enforcement service is in the lead strategy in whether have competitive advantage. Whether service remedial is successfully have decided the perception of customer for service quality greatly, for maintaining customer faithfulness have very important meaning.