Research On The Influencing Factors Of Airline Passenger Loyalty

The history of air travel is 100 years.It is an important part of the transportation industry.The value of air transport benefits every modern business organization.However,Compared to the service industry,the airline industry has the characteristics of product identity and alternative strength,which creates fierce competition.Meanwhile,new forms of transportation such as high-speed rail develop rapidly,which make that the airline industry has suffered from excessive competition.At the same time,after entering to the WTO,China continues to open navigation rights,and then the world’s leading airlines(groups)are growing.It makes a fiercely competitive occupation.Airlines compete for customer resources.And customer loyalty becomes a core competitive advantage.Only airline improve customer loyalty can solve the business dilemma of "the weak profit margins,the individuation of customer needs".In the context of buyer’s market,whether it’s a domestic airline or an international airline,it must solve the problem of "How to cultivate customer loyalty".Based on the background,after referencing customer loyalty and its influencing factors,combined with the particularity of aviation services,this paper selects the key factors influencing of Passenger loyalty,and then building a customer loyalty model for the airline industry.Taking Singapore SILKAIR as an example,this paper empirical study of the model constructed.Through questionnaire survey,correlation analysis,regression analysis methods,this paper verifies some conclusions,and puts forward Suggestions for improvement,which to provide reference and reference for improving the Passenger loyalty.Through the research,this paper concludes conclusions:1.Regression analysis showed that customer perceived value,customer satisfaction;safety record,relationship trust,conversion cost,customer brand emotion and airline image have a significant positive impact on customer loyalty.The alternatives have a significant negative impact on customer loyalty.Customer perceived value,safety record,customer brand sentiment have a significant positive impact on customer satisfaction.Airline image has no significant positive effect on customer satisfaction.Customer satisfaction has a significant positive effect on relationship trust.Relationship trust has a significant positive impact on conversion costs.2.The study also found that customer satisfaction,safety records,customer brand emotion and relationship trust has a significant negative impact on alternative choice.That is mean,when the customer more satisfied for an aviation enterprise,more trust in the brand,he or she much less choose the sensitivity of competitors,and then Possibility of transformation will be Reduced.It is conducive to maintain customer loyalty.3.The regression coefficient shows that the importance of customer perceived value,customer satisfaction,relationship trust,security record,replacement selection,switching cost,customer brand emotion and aviation enterprise image eight influencing factors on customer loyalty gradually reduced.Customer perceived value is still the primary factor affecting customer loyalty.Therefore,based on the conclusion of the research,this paper puts forward that airline should improve customer’s perceived value to ensure customer satisfaction with high service quality;improve security management and maintain a good safety record;try to cultivate the trust relationship between customers and airlines;emphasize the importance of brand emotion and conversion cost to customer loyalty;and pay close attention to the changes in the competitive environment,to reduces the negative impact of alternative choices.