山东航空公司提升顾客满意度研究

发布时间：2018-03-17 10:19

本文选题：航空服务　切入点：顾客满意度　出处：《山东大学》2014年硕士论文　论文类型：学位论文

【摘要】：由于高速发展的航空市场和不断扩增的高铁里程,行业内外的竞争压力使得山东航空公司加快发展步伐。目前,顾客需求呈现多样化,市场则趋于供过于求,航空公司发展的影响因素除了价格外,更重要的是服务质量水平。然而,在服务质量方面,山东航空公司仍有很多问题,例如,航班延误后由于服务措施不到位,旅客与工作人员经常发生冲突,有时发生占机、霸机和冲击跑道的现象,这说明提高山东航空公司提高服务质量水平的紧急性。我们可以依据山东航空公司的特点,建立一个可靠的服务质量评价体系,利用这个体系有效地评价其服务质量,并探求影响改进服务质量的主要因素,从而通过实施积极有效的策略提高顾客的满意度,这对赢得越来越多的忠诚顾客具有非常重要的现实意义。本文深入分析航空服务质量、满意度和服务营销的相关理论,并采用文献整理、访谈方法,结合山东航空公司的现实情况,。首先,我们可以建立山东航空公司客户满意度评价体系,然后利用这个体系设计山东航空客户满意度评价的调查表,最后我们依据山东航空客户满意度的调查数据,使用模糊综合评价法,科学评价和分析山东航空的整体客户满意度水平。我们依据“重要性一绩效”模型,深入讨论了评价结果,然后依据分析结果提出有针对性的服务营销策略,以改进山东航空的服务质量。山东航空公司的顾客满意度评价体系是基于服务质量和满意度理论,在航空业的深入应用和实践,具有一定的理论意义。基于山东航空公司顾客满意度指标体系的满意度评价则为山东航空公司和国内民航的满意度评价工作提供了一套可靠的决策工具。这套决策工具可以帮助国内航空公司找到影响服务和改进质量的关键因素,并具有一定的实用价值。
[Abstract]:As a result of the rapid development of the aviation market and the continuous expansion of high-speed rail mileage, the competitive pressure inside and outside the industry has accelerated the pace of development of Shandong Airlines. At present, customer demand is diversified and the market tends to exceed demand. Besides the price, the most important factor affecting the development of airlines is the level of service quality. However, in terms of service quality, Shandong Airlines still has many problems. For example, after flight delays, the service measures are not in place. There are frequent conflicts between passengers and staff, sometimes the phenomenon of aircraft occupation, aircraft hegemony and impact on runways. This shows that it is urgent to improve the quality of service of Shandong Airlines. We can base on the characteristics of Shandong Airlines. Establish a reliable service quality evaluation system, use this system to evaluate the service quality effectively, and explore the main factors that affect the improvement of service quality, so as to improve customer satisfaction through the implementation of positive and effective strategies. This has very important practical significance to win more and more loyal customers. This paper deeply analyzes the relevant theories of aviation service quality, satisfaction and service marketing, and combines the reality of Shandong Airlines with the methods of literature collation and interview. First of all, We can establish a customer satisfaction evaluation system for Shandong Airlines, and then use this system to design a questionnaire for customer satisfaction evaluation of Shandong Airlines. Finally, we can base on the survey data of customer satisfaction of Shandong Airlines. The fuzzy comprehensive evaluation method is used to scientifically evaluate and analyze the overall customer satisfaction level of Shandong Airlines. Based on the "material-performance" model, we discuss the evaluation results in depth. Then, according to the analysis results, the paper puts forward the targeted service marketing strategy to improve the service quality of Shandong Airlines. The customer satisfaction evaluation system of Shandong Airlines is based on the theory of service quality and satisfaction. The evaluation of satisfaction based on the index system of customer satisfaction of Shandong Airlines provides a set of reliable decision-making tools for the evaluation of satisfaction of Shandong Airlines and domestic civil aviation. Tools can help domestic airlines identify key factors that affect service and improve quality. And has certain practical value.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F562.6;F274

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