Study On The Customer Satisfaction Of Vietnam Airlines

The airline provides air transport service industry. For Vietnam Airlines, in recent years, the main development concentrates on global routes is more and more with high density, undertake other tasks of transportation, and becomes a new mode of transport development. Compared to other modes of transport, the air transport has specific characteristics which are rapid, safe and comfortable. In addition, air transport activities promote the development of global tourism, import and export trade activities.With Viet Nam’s participation in WTO, Vietnam Airlines begins to pay more attention on the administration of service quality. Yet, under the background of economic globalization, Vietnam Airlines still has many competitors, which makes it necessary for them to improve their service quality as well as strive hard to get involved into the global competition.Nowadays, many passengers are getting focus on personalized and high value-added service besides ticket price when they choose to travel by air, which has become the primary factor in choosing an airline company. More and more market value of the product has improved its additional value by meeting the emotional needs rather than simply creating value, the gap between reflects the so-called maximum customer satisfaction. A high customer satisfaction reflects not only the market’s competitive position and economic strength of the company, but also a sustainable development. Therefore, to win longer-term economic interests and development, Vietnam Airlines (VNA) must not overlook the importance of customer satisfaction. How to improve customer service philosophy, developing the right strategy to attract more customers’attention, attracting more new customers by right idea on the basis of maintaining existing customers, and turning them to old customers, have become a major problem for Airlines. Raising customer satisfaction is an issue that should be concerned all the time, only those who can grasp the changing needs of customers, constantly continues to meet customer expectations for the company’s services, continue to improve their services and to enhance the company’s core competitiveness force, can ultimately win in this context.That’s the reason why this article choose"Study on the customer satisfaction of Vietnam Airlines" as the topic of the thesis. Namely, to help Vietnam Airlines better understand their service quality. This article mainly focuses on the theories about customer satisfaction index, and then analyzes different models of them. At the same time, by combing the specific economic status of Viet Nam and the unique service the Vietnam Airlines provides, the article tries to build up a model to investigate the customer satisfaction index for Vietnam Airlines. Via collecting the data which is late after analyzed by SPSS, the author is able to find out the factors that affect the customer satisfaction index. Furthermore, the author also verifies the theory she proposes by applying the results to the theory, therefore providing a strategy to improve the customer satisfaction index for Vietnam Airlines.