Research On Shandong Airlines Passenger Service Quality Evaluation And Improvement Strategy

Since the economic reform and open up,the domestic economy has developed rapidly,people’s living standards have improved significantly and they began to pursue high-quality life.In this context,the domestic civil aviation industry has made great progress in economic benefits,scale and other aspects.In recent years,although the domestic civil aviation industry has developed rapidly,there is still a big gap between domestic airlines and foreign well-known aviation enterprises,especially in the service quality.There are many problems in the service quality awareness and management of Chinese airlines,which leads to a certain gap between the expectation of customer service experience and the actual perception.At present,airlines need to pay more attention to service quality management and provide customers with high-quality services,which is very important to enhance the competitiveness of airlines in the market.In this paper,the service quality theory and SERVQUAL quality evaluation system are used when the measures of service quality optimization are put forward.The purpose is to help airlines improve service quality and passenger satisfaction,which has certain theoretical significance.In addition,the investigation and analysis on the service quality of Shandong Airlines is of great practical significance to help the enterprise find out the problems in service quality and put forward corresponding improvement measures for these problems.In this paper,the service quality theory and SERVQUAL evaluation framework are taken as the theoretical basis,Shandong Airlines as research object,which is compared with Singapore airlines with the international well-known aviation companies in terms of different service elements.The aims are to find out the shortage of Shandong Airlines,including low flight punctuality,lack of special care,ignorance of the special requirements for passenger,and limited service level.In addition,according to the air transport industry characteristics,some adjustments are made to the SERVQUAL scale.The tangibility,reliability,assurance,empathy,and a few dimensions such as responsiveness are analyzed to find out the root cause of lead to problems,including unreasonable industry internal division of labor,rigid management system,and immature air consumption.Finally,this paper puts forward some optimization measures to improve the overall service quality of Shandong Airlines from the following aspects:improving the existing service quality assessment system,fully considering the customer needs when designing service products,emphasizing the skills training and concept learning of service personnel,and meeting the personalized needs of customers,to improve the overall service quality of Shandong Airlines.