Research On Customer Satisfaction Of Service Quality Of SD Airlines

With the rapid development of the economy and the increasing income of the residents,the willingness to travel by air and the ability to pay have been increased obviously,and the requirement for the service quality of airlines has been increasingly improved.Service has gradually been regarded as one of the main products and become the core competitiveness of airlines.Service quality affects the satisfaction of customers’ flight experience and directly affects the economic efficiency and future development of airlines.SD Airlines Co,Ltd.(hereinafter referred to as "SD Airlines")as a subsidiary of SD Aviation Group,was established in 1994,headquartered in Jinan.There are 113 aircrafts(up to 2017),operating more than 200 domestic,international and regional routes.In recent years,the company’s transportation scale has been expanding,gradually completing the transformation from small and medium-sized to large airlines.However,compared with the three major airlines,SD Airlines still has a short establishment period,small scale and limited operating capital.There are obvious gaps in service input,service innovation,and service hardware.And service input and innovation have become the premise and foundation for airlines to provide comfortable and satisfying flight experience for passengers.At present,airline services tend to be homogenized.,whether it can provide personalized and diversified service for passengers has become an important criterion to judge the level of service among airlines.Under the circumstance of limited service capital investment,to futher exploit its service potential has become an important issue for SD Airlines to improve its service quality.This paper takes SD Airlines as the research object and uses AHP.Select nine items such as ticket service,check-in and departure,baggage service,cabin service,cabin broadcasting,cabin environment,cabin entertainment,meals on board,and non-scheduled flight services as the first-level evaluation indicators.On the basis of this,twenty-three projects were further refined as secondary evaluation indicators,and weights were given scientifically to build a customer satisfaction evaluation index system for SD airline service quality.By means of questionnaire survey,customer satisfaction data are collected,and customer satisfaction of SD airline service quality is evaluated.Through the survey we found that ticket service got the highest satisfaction of the whole process,followed by ground service and passenger cabin service satisfaction,besides that,and non-scheduled flight service need to be improved.The main problems in the non-scheduled flight services provided by SD Airlines are the notification,the timeliness of accommodation arrangements,the lack of disposal ability of non-scheduled flight,the poor experience of entertainment and meals on board,and the inefficiency such as ticket purchase and ground services.There’s still room for improvement in the comfort of service venues.In response to the above problems,this paper aims to improve the support capacity of non-scheduled flight,the hardware level,the efficiency of service window,the comfort of service venues,the level of refined management,the information construction of service.the influence of brands and other aspects,eventually to achieve SD airline service quality improvement.