Research On Shandong Airline Improving Customer Satisfaction

Due to the rapid development of the aviation market and the ever-expanding rail mileage, Shandong Airlines is facing competitive pressures inside and outside of industry. Currently, customer needs is becoming diversified and market tends to over-supply, the more important influence factors is the quality of service levels in addition to price. However, in terms of service quality, Shandong Airlines still has many problems, such as due to the service measures are not in place after flight delays, resulting in conflict between passengers and the staff and even come out the phenomenon accounting machines, slot machines and strike the runway. This indicates that improving the service quality level of Shandong Airlines is urgent. According to the characteristics of Shandong Airlines building a reliable quality of service evaluation system to evaluate the quality of service of Shandong Airlines effectively, exploring key factor in improving the quality of services and implementing further management strategy to win more loyal customers, have important practical significance.This paper analyzes the relevant theories of aviation service quality deeply, customer satisfaction and service marketing. Then it uses literature review and interviews methods, combining with Shandong Airlines SWOT analysis, building Shandong Airlines Customer Satisfaction Evaluation System and then gets the survey questionnaire of service quality evaluation about Shandong Airlines. Firstly, this paper decides the index weight of Customer Satisfaction about Shandong Airlines based on AHP’s. Then, this paper evaluates customer satisfaction trough fuzzy comprehensive evaluation method based on the survey data of Shandong Airlines" customers and then does a in-depth discussion on the evaluation results based on the "importance performance "model. Finally, this paper put forward a series of services marketing strategy for Shandong Airlines.The customer satisfaction evaluation system of Shandong Airlines is the theory based on the quality of service and satisfaction. It has certain theoretical significance in thorough application and practice of the aviation industry. The satisfaction rating of Shandong Airlines based on customer satisfaction index system provides a reliable decision-making tool to help domestic airlines find the key factors affecting the quality of service and improve them and it has some practical value.