Research On The Factors Of Airline Customer Satisfaction Based On The Structural Equation Model

China's civil aviation industry is in a competitive structure of oligopoly. The customer is satisfied or not become an important determinant of the development of airlines, with the increasing homogenization of the regular service on major airlines. The customer satisfaction is the key to improve economic efficiency of the civil aviation industry, maintain customer loyalty and improve core competitiveness of airlines. At present, there is a certain gap between China's civil aviation transport market and the Western developed countries in customer satisfaction management. The gap manifested in the unreasonable satisfaction index specifically. On the other hand, airline managers can not seize a key factor in the process of improving customer satisfaction. Therefore, the analysis of the factors affecting customer satisfaction of China's civil aviation transport market comes to be great practical significance.As a result, an empirical study for the air transport market factors has been made to affect customer satisfaction. First, it has developed a new questionnaire based on theoretical and practical research literature. The indicators were screened and classified through a small sample of exploratory factor analysis of the questionnaire. On this basis, it also has identified the key influencing factors and made assumptions. Then, a structural equation model of customer satisfaction has been build and the hypothesis has been tested based on the assumption of the air transport market. The study found that the quality of operations, personnel services, ticketing services, and cabin service team has a significant positive impact on the customer satisfaction of China's civil aviation transport market. Among these factors, the quality of operations has the highest relative influence. Finally, according to the degree of influence of each factor and satisfaction and combining with the operating status from Lukou airport, the paper has proposed strategies to improve customer satisfaction using the quadrant diagram model.