航空公司顾客满意度测评模型及实证研究

在航空运输市场竞争日益激烈的今天，客户资源成为航空公司最重要的资源；如何提高顾客的满意度并使之成为航空公司忠诚客户，是航空公司制胜的关键. 本文在顾客满意度指数测评模型ACSI、ECSI的基础上，构建了航空公司顾客满意度测评模型，设计了顾客满意度调查表，利用结构方程模型进行分析. 针对航空运输业的特点，本文去掉了欧美模型中的“感知价值”和“感知质量”，增加了“感知服务质量”这一新的变量，使得模型更具实用型和针对性；结合实际采样数据，通过满意度指标定量分析了各变量对顾客满意度的影响，得出了顾客“感知服务质量”对顾客满意影响最大，企业形象次之的结论，为航空公司战略调整指出了新的方向.

Airlines Customer Satisfaction Testing Model and Case Study

Customers have become the most important resources to the airlines with the increasingly intense competition in air transportation market. Thus, how to improve customer satisfaction and loyalty is the key to success for airlines. Based on the customer satisfaction model ACSI and ECSI, the paper develops the airline customer satisfaction model and designs the customer satisfaction questionnaire, and then analyzes them with the structure equation model; In the context of air transportation, two variables are replaced by a new one: perceived service quality, which makes the testing model more practical and targeted. Through analysis of the collected data, a conclusion is drawn that the perceived service quality has the greatest impact on customer satisfaction, followed by the corporate identity, which points a direction of strategy adjustment to the airlines.