Brand Equity Perspective Of China's Civil Aviation Passenger Service Quality Perception And Brand Loyalty Correlation Studies

In the recent years, better service quality has become a demand of our civil aviation sector. This article expectations by empirical research methods to explore the correlation between brand equity perspective, China’s civil aviation industry service quality perception and brand loyalty. Study on civil aviation service quality through the relevant academic research results summary. The use of brand equity under the jurisdiction of the architecture.Were constructed as follows:brand awareness, brand associations, and other proprietary assets, the five dimensions of perceived quality dimensions of brand loyalty. And explore brand awareness, brand association, and other proprietary assets related to the perception of the quality of service, and indirect proof of the brand recognition by the contact of the relationship between perceived quality dimensions of brand loyalty and other proprietary assets, brand association indirectly related to the dimensions of brand loyalty. To understand these factors under in3dimensions for service quality perceptions and influence brand loyalty.Use the questionnaire and analysis software such as SPSS18and AMOS17, mean value analysis, ANOVA analysis, structural equation modeling, and so on. Come to the following conclusion:1. Other proprietary assets have positive correlation to the perceived quality;2. Brand recognition have positive correlation to the perceived quality;3. Brand association has positive correlation with perceived quality;4. Berception of quality and brand loyalty with a forward;5. Other proprietary assets, brand awareness, brand association to have indirect positive correlation between brand loyalty.At the end of this paper, research-based information on the aviation industry made some advises of marketing and service improvements, and the limitations of the study and subsequent research.