پژوهش های برتر | پروپوزال آماده، مدیریت استراتژیک شرکت ها، پلن های کسب و کار
عنوان انگلیسی مقاله:
Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty
ترجمه عنوان مقاله: بررسی کیفیت خدمات، رضایت مشتری و وفاداری در بازار هواپیمایی چین
رشته: مدیریت بازاریابی
سال انتشار: ۲۰۱۷
تعداد صفحات مقاله انگلیسی: ۷ صفحه
منبع: ساینس دایرکت
نوع فایل: pdf
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Abstarct
Customer loyalty is a source of competitive advantage and an important intangible asset to any organisations, but empirical evidence from China’s airline market regarding the determinants of passenger satisfaction and loyalty is lacking. This paper investigates the service quality of four major airlines in China’s domestic market and explores the links between their service quality and customer satisfaction, as well as the conditions under which airlines can retain existing passengers. In line with previous studies, service quality variables are significant factors in fluencing customer satisfaction levels. However, satisfactory service was not found to result in higher customer loyalty among business travellers. In comparison to Hainan Airlines, passengers who travelled with Air China, China Southern and China Eastern were more likely to switch to an alternate carrier, indicating lower levels of brand loyalty.
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Introduction
China has been the second largest aviation market in the world in terms of the volumes of passengers and air cargo moved in its domestic market since 2007. In 2014 the whole industry handled 392 million passengers and 5.9 million tonnes of air cargo, a 10.7% and 5.9% increase from the previous year, respectively (Civil Aviation Administration of China, 2015). China’s airline market is a growing market underpinned by a huge population and rapid economic growth. IATA (2014) forecasts that China will overtake US as the largest air passenger market by around 2030 as measured by traffic to, from and within a country.
However, until the late 1990s most Chinese airlines, which emerged from the monolithic Chinese government-owned carrier CAAC, had failed to establish brand images and develop favourable reputations among consumers. With more and more foreign airlines flying to China in the 1990s, Chinese consumers had begun to question why the state-owned Chinese airlines could not provide services similar to their foreign counterparts, especially in the events of flight delays and cancellations.
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