关键词: 航空运输, 顾客满意度, 结构方程模型, 航空公司

Abstract: Customers have become the most important resources to the airlines with the increasingly intense competition in air transportation market. Thus, how to improve customer satisfaction and loyalty is the key to success for airlines. Based on the customer satisfaction model ACSI and ECSI, the paper develops the airline customer satisfaction model and designs the customer satisfaction questionnaire, and then analyzes them with the structure equation model; In the context of air transportation, two variables are replaced by a new one: perceived service quality, which makes the testing model more practical and targeted. Through analysis of the collected data, a conclusion is drawn that the perceived service quality has the greatest impact on customer satisfaction, followed by the corporate identity, which points a direction of strategy adjustment to the airlines.

Key words: air transportation, customer satisfaction, structure equation model, airline