基于SEM的中国低成本航空公司顾客满意度研究

发布时间：2019-01-05 19:31

【摘要】：近几年来低成本航空在我国的发展方兴未艾,但相比于传统航空,市场占有率仍然相差较远。究其原因,也许是其顾客满意程度偏低。由于各大航空公司提供的服务逐渐同质化,顾客满意度已变成影响旅客选择航空公司的关键。因此,本文将对我国低成本航空公司顾客满意度进行科学系统的研究。首先根据理论文献和旅客视角的全服务过程,选取相关变量,构建顾客满意度初始模型,并提出研究假设。而后通过实证调研,验证模型和变量的拟合度,修正模型并进行了假设验证。分析结果表明感知价值、感知质量均对顾客满意度有正向影响,其中感知质量影响更大;基础服务、增值服务和机票因素对感知质量均存在正向关系,其中基础服务影响最大;且各观测变量都对其所属的潜在变量存在不同程度影响。最后,根据研究结果并结合我国低成本航空的运营特点与发展情况,有针对性地提出了提升我国低成本航空公司顾客满意度的建议与策略。
[Abstract]:In recent years, the development of low-cost aviation in our country is in the ascendant, but compared with the traditional aviation, the market share is still far different. The reason, perhaps, is its low level of customer satisfaction. Due to the homogeneity of the services provided by major airlines, customer satisfaction has become the key factor affecting passengers' choice of airlines. Therefore, this article will carry on the scientific system research to our country low-cost airline customer satisfaction. Firstly, according to the whole service process of theoretical literature and passenger perspective, select the relevant variables, construct the initial model of customer satisfaction, and put forward the research hypothesis. Then through empirical research, verify the model and variable fit, modify the model and hypothetical verification. The results show that perceived value and perceived quality have a positive impact on customer satisfaction, among which perceived quality has a greater impact, basic services, value-added services and air ticket factors have a positive relationship to perceived quality, among which basic services have the greatest impact on perceived quality. And all the observed variables have different effects on the potential variables to which they belong. Finally, according to the research results and combined with the operating characteristics and development of low-cost airlines in China, the paper puts forward some suggestions and strategies to improve the customer satisfaction of low-cost airlines in China.
【学位授予单位】：中国民航大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F562.6

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