Investigation On The Strategies For Improving Passenger Satisfaction Of Kunming Airport

"Passenger satisfaction" has always been one of the important indicators to evaluate the comprehensive influence ranking of civil air transport airports.On the one hand,improving passenger satisfaction can produce the praise effect of word-of-mouth communication,maintain a stable passenger flow increase,expand the brand influence and market competitiveness of the airport;on the other hand,it is also conducive to cultivating the loyalty and stickiness of passengers,stimulating the repeated consumption of passengers,and enhancing the commercial value and profitability of the airport.Kunming Changshui International Airport is a large-scale gateway hub airport in Southwest China,which has a profound impact on the development of air tourism in Yunnan Province.In 2019,among the top ten airports in the mainland,Kunming airport ranked sixth in passenger throughput and fifth in passenger complaint rate in the same period.It can be seen that there is still a large space to improve the passenger satisfaction of Kunming airport,so it is necessary to continue to resolve the service pain points,improve the passenger satisfaction and build the civil aviation service brand.Based on the experience of passenger service satisfaction survey in civil aviation industry of China,according to the current situation of passenger service level in Kunming airport,this paper has compiled passenger satisfaction questionnaire,which is distributed to passengers in the boarding gate,catering shopping,luggage arrival and other areas in the isolation area of Kunming airport terminal,with 200 questionnaires distributed and 198 valid questionnaires recovered.Using Excel software to analyze the questionnaire,according to the scores of various dimensions to master the performance level of various ground service sectors of Kunming airport,find out the most important factors affecting passenger satisfaction,and use 4Cs marketing theory and service contact ternary combination model to put forward suggestions and measures to improve customer satisfaction.In view of the low satisfaction of passengers with check-in procedures,security /joint inspection services and luggage services,this paper puts forward that service organizations,employees and passengers should strengthen cooperation and trust in the interaction,and use new service technologies to form a passenger oriented service contact mode.At the same time,taking consumers as the center,building smart airport,strengthening service brand,practicing sincere service and expanding commercial consumption are effective ways to comprehensively improve the service quality of airport and improve passenger satisfaction.