厦门航空客户满意度测评与提升  

Customer Satisfaction of Xiamen Airlines:Evaluation and Improvement

作　　者：陈可嘉[1] 罗晓莉[1] 王质秀 

机构地区：[1]福州大学经济与管理学院,福建福州350116 [2]厦门航空有限公司福州分公司,福建福州350014

出　　处：《南京航空航天大学学报（社会科学版）》2016年第3期43-49,共7页Journal of Nanjing University of Aeronautics & Astronautics（Social Sciences）

基　　金：教育部新世纪优秀人才支持计划(NCET-11-0903);民航局科技计划项目(MHRD20150211)

摘　　要：结合厦门航空服务环节特点,在中国客户满意度指数(CCSI)测评模型的基础上,构建了厦门航空客户满意度测评指标体系。基于该指标体系,结合因子分析法客观确定各测评指标权重,对厦门航空客户满意度进行多级模糊综合评价,同时利用四分图模型有效识别影响客户满意度的关键服务环节。据此,提出厦门航空客户满意度的提升策略为:提高航空服务人员素质,形成连贯的"航空服务链",注重与客户及时有效沟通,实施基于CRM的常客户计划。研究结果表明,构建的客户满意度测评方法能够有效评价航空公司的客户满意状况,并辅助相应改进策略的制定,实用性较强。On the basis of customer satisfaction evaluation model CCSI,in the light of the characteristics of aviation service process of Xiamen Airlines,airlines customer satisfaction evaluation index system was built.Then,Xiamen Airlines customer satisfaction level was analyzed quantitatively based on multi-level fuzzy comprehensive evaluation method hereby,combining factor analysis to determine evaluation index weights objectively.Quadrant diagram model was adopted to identify the critical impact factors of Xiamen Airlines＇ service process.Accordingly,customer satisfaction promotion strategies were proposed for Xiamen airlines as follows：improving the quality of flight attendants,forming a coherent＂aviation service chain＂,emphasizing timely and effective communication with customers,and implementing a frequent flier program based on CRM.The results show that the evaluation method could measure airlines customer satisfaction effectively and help airlines put forward targeted service quality promotion strategy.

关 键 词：厦门航空 客户满意度 测评指标体系 模糊综合评价 四分图模型 

分 类 号：F713.50[经济管理—市场营销]