A Study Of Costomer Satisfaction Of China Southern Airlines

As one of the china’s largest airlines, China southern Airlines had encountered some difficulties after several years’development with high speed. Compared with domestic and foreign counterparts, the original service concept, service standard and service system of company were thrown into a very important period of change. Faced with this situation, new measures should be taken to help China Southern Airlines improve "Customer Satisfaction Management" system, evaluate customers satisfaction degree correctly, ameliorate service quality, in order to heighten customers’loyalty degree and keep competitiveness of enterprises.In this article, the author firstly designed several evaluating indicators of customer satisfaction degree at the basis of carefully studying satisfactory evaluating model and the conditions of China southern Airlines. the indicators system were divided into three levels, customers satisfaction degree was the first one; the quality of flight operations, ticketing service quality, air quality of service, ground service quality and irregular flight service quality, arrival service quality, consumption value, overall satisfaction degree and customer loyalty degree were second level; the indicators of second level were transformed into the problems of questionnaire according to the conditions of every service circle,that would be the third level of evaluating indicators.Secondly, in this article,"Customer satisfaction degree" model was used to study the condition in Hunan branch of China southern Airlines. The survey results were analyzed by Professional statistical software SPSS13.0.Reliability analysis, validity analysis, frequency analysis and factors analysis were used in results processing.Lastly, according to the results, we drew a conclusion that applying the strategy of customer satisfaction degree was indispensable for increasing profitability, further brought forward several advices under four main heads:Organization chart, service processes and procedures, service quality system and service remedy system. There were three innovations among these advices:first of all, the logical framework of customer satisfaction degree evaluation in China southern Airlines and three-level evaluating index was propounded in basis of customer satisfaction degree evaluating model of Chinese service industry. In the next place, some ideas of ISO9000quality management system were drawn into the intrinsic service quality system of China southern Airlines and new quality management system which built on process was advanced. thirdly, the service remedy of airlines industry was introduced into airlines value chain analysis. service remedy could create benefit.