Southern China Airlines Service Quality Supply Chain and Customers' Satisfaction: A Practical Case Study
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Abstract
The purposes of this research are: 1) To measure the service quality of China Southern Airlines. 2) To measure customers’ satisfaction on flights with China Southern Airlines. 3) To explore the relationship between service quality and customer satisfaction for China Southern Airlines. The quantitative analysis method is applied in this research, based on the SERVQUAL model of perceived service quality theory, combined with the actual service quality of China Southern Airlines customers, according to five sub-dimensions (reliability, tangibility, assurance, responsiveness, and empathy). A sample size of 400 units of China Southern Airlines’ customers was collected. The research instrument was a questionnaire with an overall reliability of 0.911 was found. The statistics used in data analysis included percentage, mean, standard deviation, and hypothesis testing Pearson’s correlations. The research results found that: 1) overall, the service quality of China Southern Airlines is valued at a good service (3.63 out of 5.00). In addition, the highest-rated aspect of service quality is reliability, followed by empathy. 2) This research indicates customers are generally satisfied with the service quality of Southern China Airlines (3.63 out of 5.00). 3) Finally, it is found that there is a significant relationship between SERVQUAL and customers’ satisfaction with China Southern Airlines.
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