A Case Study On The Staff Turnover In The Ground Service Department Of SZ Company

With the development of airline business and the improvement of people’s living standards in China, the airplane, as a means of transportation, appeals to more people. At present in China, there are dozens of aviation companies, each of which hopes to have more share of passengers in the domestic market to make more profits, so the increasingly fierce competition forces aviation companies to innovate constantly, look for features, build brands, and attract and retain more customers.Located in Shenzhen, a beautiful coastal city, SZ Aviation Company is characterized by its good service. The company culture is to serve passengers in a natural and thoughtful manner at any time. SZ’s brand image is the leading level of its service. Speaking of the airplane, people think more of the in-flight service. Actually, the air services are made up by both the in-flight service and the ground service. Besides the in-flight service, the quality of the ground service directly influences the reputation of the company’s service as well.Passengers’evaluation of the service lies in how they feel about the service in flight, which is a subjective perception. Excellent service is the one where the staff serve the customers whole-heartedly with emotion engagement, and as a result, the professionalism and the stability of the ground service staff play important roles. If there is high staff turnover, constant staff leaving and recruiting will affect employees’professionalism and the service quality, which will decrease the passengers’satisfaction in terms of service and increase the cost of recruitment and training in terms of management. Therefore, a unified and stable staff is essential for the company to improve its brand image and competitive ability. Only if the staff are devoted to the job and treat passengers like family members and friends can they give good service perception to passengers.Through the case study of three employees’ turnover, this dissertation thoroughly analyzes the reasons for staff turnover and then gives solutions to the problems based on the Incentive Theory, the Communication Management Theory, the Career Planning Theory and the Salary Theory hoping to solve problems concerned with high staff turnover in the ground service department in SZ Aviation Company.