China Southern Airlines Company Cabin Service Quality Improvement Research

With the development of economy and the improvement of consumption level, the air transport industry service industry is now developing rapidly, and has become the most important one of modern service industry. In the field of global intensively competitive aviation services, many airlines, including our country, are competing and improving service quality, including service on board, ticketing system, flight punctuality rate, check-in services and shipping, which are drawing extensive attention of large companies, but still with a lot for improvement.The thesis takes the China Southern Airlines as an example, analyzing details of its current status in services and managerial problems, on basis of which a questionnaire is designed to investigate into deep-seated reasons from the perspective of passengers. By analyzing the evolvement stages of China Southern Airlines service quality, it puts forward that creating the Airline of the best service should include employee, management and enterprise culture and should integrate optimally combine the interests of employees, firm and passengers. It further puts forward strategic and tactic steps to improve the Airline’s service quality.This thesis consists of six parts. The first part introduces the background and importance of the paper with a literature review and further introduction to the main content, structure and research methodology. The second part briefly discusses fundamental theories, concepts and characteristics of service quality improvement, based on which the concept of cabin service and relative current problems is explored. The third part introduces the profile of China Southern Airlines, analyzes the status quo and existing problems of service quality management. The fourth part analyzes problems of the firm’s cabin service according to a questionnaire survey, in turn summarize three reasons for those problems, such as employee quality, management system and service idea. The fifth part proposes how to improve the cabin service quality in the firm. In accordance with the employee quality reason, it proposes to enhance basic operation training, communication training and comprehensive quality training. In accordance with the management system reason, proposes to complete managerial process, specify service standards and improve planning. In accordance with the service idea reason, it proposes to recognize the significance of idea, strengthen service and fasten service innovation. The last part is conclusion and suggestion.