ABSTRACT

The purpose of this study was to investigate the relationship between service quality and customer satisfaction of China Southern Airlines. There were 300 participants in this study, including 250 passengers of China Southern Airlines from Guangzhou Baiyun Airport and 50 employees of China Southern Airlines. The study addressed several key issues: demographic characteristics of employees and customers, including age, gender, years of service or customer status, education, position, and type of traveller; perceived levels of service quality on the dimensions of tangibility, reliability, responsiveness, assurance, and empathy; differences in the assessment of service quality based on the characteristics of the participants; and levels of customer satisfaction on these same dimensions. This study also explored whether there is a significant relationship between service quality and customer satisfaction, investigated the problems participants encountered in terms of airline service quality, and proposed suggestions for improving service quality, including enhancing service innovation capabilities, improving flight operation organization, improving the level of ticketing service intelligence, and modernizing the complaint governance capacity, in order to optimize the service assurance process and standards, enhance the passenger travelling experience, improve customer satisfaction and help China Southern Airlines achieve its goal of becoming a service benchmark.

Keywords: service quality customer satisfaction southern airlines
https://doi.org/ 10.57180/njpx4064