随着旅游经济的不断发展，我国国民的出行量不断增多，飞机凭借着其快捷性、安 全性的优势，成为了人们外出旅游的常用交通工具之一。如果说安全是航空公司的生命 线，那服务则是一家航空公司的重要生存线。客舱服务作为航空公司的一面旗帜，一直 都是广大旅客密切关注的焦点，是建立航空公司与旅客之间的桥梁，是航空运输中最亮 眼的一环，其客舱服务质量的优劣将直接关系到旅客是否会再次选择乘坐本航空。因此， 提高客舱服务质量最好的方法就是提高顾客的满意度。顾客满意度与航空公司的发展存 在着密切的关系，南航作为“世界一流”的航空企业，必须高度关注客舱服务顾客满意 度的影响，分析并找出影响客舱服务顾客满意度的变量因素，通过加强服务型组织建设、 优化综合管理、增强旅客体验等措施来提升客舱服务顾客满意度，这样才能够在激烈的 航空市场竞争中保持优势，促进公司更好地发展。本文以提高南航广西分公司客舱服务 顾客满意度为研究目的，沿着提出问题——分析问题——解决问题的思路，对南航广西 分公司客舱服务顾客满意度进行分析阐述。首先，介绍顾客满意度与航空企业发展的关 系，强调顾客满意度的提高对航空公司发展的重要性；其次，利用文献分析法及调研分 析法，设计客舱服务顾客满意度调查表对南航广西分公司目前的客舱服务顾客满意度实 际状况进行调查，找出影响客舱服务顾客满意度的三级指标，对统计数据进行全面地分 析，确定影响客舱服务顾客满意度的主要因素，分析产生的原因；最后，针对提出的问 题进行剖析，提出促进南航广西分公司客舱服务顾客满意度改进的具体策略，以期能够 在一定程度上促进客舱服务的改进，提高顾客满意度，促进南航客舱服务优化发展。 关键词：顾客满意度，客舱服务，南航广西分公司 桂林理工大学硕士学位论文 II Abstract Withthecontinuousdevelopmentoftourismeconomy,thenumberofpeopletravelingin Chinaisincreasing.Withtheadvantagesofrapidityandsafety,aircrafthasbecomeoneofthe commonmeansoftransportationforpeopletotravel.Ifsafetyisthelifelineofairlines,then serviceisthesurvivallineofairlines.Asaflagofairlines,cabinservicehasalwaysbeenthe focusofcloseattentionofthemajorityofpassengers.Itistobuildabridgebetweenairlines andpassengers,anditisthemosteye-catchingpartofairtransportation.Thequalityofits cabinservicewilldirectlyaffectwhetherpassengerswillchoosetotakethisairlineagain. Therefore,thebestwaytoimprovecabinservicequalityistoimprovecustomersatisfaction. Thereisacloserelationshipbetweencustomersatisfactionandthedevelopmentofairlines. Asa"world-class"airlineenterprise,ChinaSouthernAirlinesmustpaycloseattentiontothe impactofcustomersatisfactionincabinservice,analyzeandfindoutthevariablefactorsthat affectcustomersatisfactionincabinservice,andimprovecustomerservicebystrengthening theconstructionofservice-orientedorganization,optimizingcomprehensivemanagementand enhancingpassengerexperienceSatisfaction,inordertomaintaintheadvantageinthefierce competitionintheaviationmarketandpromotethebetterdevelopmentofthecompany.This dissertationaimstoimprovethecustomersatisfactionofpassengerserviceofGuangxi BranchofChinaSouthernAirlines,andanalyzesandexpoundsthecustomersatisfactionof passengerserviceofGuangxiBranchofChinaSouthernAirlinesalongthewayofputting forwardproblems,analyzingproblemsandsolvingproblems.Firstofall,itintroducesthe relationshipbetweencustomersatisfactionandthedevelopmentofaviationenterprises,and emphasizestheimportanceofimprovingcustomersatisfactiontothedevelopmentofaviation companies.Second,itusesliteratureanalysisandresearchanalysistodesignthe questionnaireofcustomersatisfactionincabinservicetoinvestigatetheactualsituationof customersatisfactionincabinserviceinGuangxiBranchofChinaSouthernAirlines,and findsoutthefactorsthataffectcustomersatisfactionincabinservice.Thethirdlevel indicatorscomprehensivelyanalyzethestatisticaldata,determinethemainfactorsaffecting thecustomersatisfactionofcabinservice,andanalyzethecauses;finally,analyzethe problemsraised,andproposespecificstrategiestopromotetheimprovementofcustomer satisfactionofcabinserviceofGuangxiBranchofChinaSouthernAirlines,soastopromote theimprovementofcabinservicetoacertainextentandimprovecustomersatisfaction, promotetheoptimizationanddevelopmentofChinaSouthernAirlines'cabinservice. Keywords：Customersatisfaction，Cabinservice，GuangxiBranchofChinaSouthernAirlines 桂林理工大学硕士学位论文 III 目录 摘要.................................................................................................................................................................I Abstract..............................................................................................................................................................II 第1章绪论....................................................................................................................................................1 1.1研究的背景及意义...........................................................................................................................1 1.1.1研究背景................................................................................................................................1 1.1.2研究的意义...........................................................................................................................2 1.2国内外研究现状................................................................................................................................3 1.2.1国外相关研究.......................................................................................................................3 1.2.2国内相关研究.......................................................................................................................5 1.2.3国内外研究评述...................................................................................................................6 1.3研究的内容和方法...........................................................................................................................7 第2章顾客满意度相关理论.........................................................................................................................8 2.1顾客满意度定义................................................................................................................................8 2.2顾客满意度的内涵界定...................................................................................................................8 2.3顾客满意度模型................................................................................................................................9 2.3.1SCSB模型...............................................................................................................................9 2.3.2ACSI模型...............................................................................................................................9 2.3.3ECSI模型............................................................................................................................10 2.3.4CCSI模型............................................................................................................................10 2.4顾客满意度指数测评指标体系.....................................................................................................11 2.5顾客满意度的应用价值..................................................................................................................11 第3章南航广西分公司客舱服务顾客满意度调查问卷设计...................................................................13 3.1研究对象基本情况.........................................................................................................................13 3.2调研设计..........................................................................................................................................13 3.3顾客满意度测评指标确定.............................................................................................................14 3.4顾客满意度调查问卷设计.............................................................................................................14 第4章南航广西分公司客舱服务顾客满意度测评结果及分析...............................................................17 4.1描述性统计分析..............................................................................