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Analysis on Service Marketing of Shanghai Airline

Author: TangMing
Tutor: ZhangYingKui
School: Beijing University of Chemical Technology
Course: Business management
Keywords: service marketing Shanghai Airline frequent flyer relationship service quality
CLC: F562
Type: Master's thesis
Year: 2007
Downloads: 255
Quote: 0
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Abstract


Based on relation and service quality of service marketing, this article makes the following studies:Analyze the Shanghai Airline’s service marketing, there are great gaps between the Shanghai Airline and his competitors in the grand, cabin and total services. There are no advantages in sustaining the frequent flyers. So it is important for the Shanghai Airline to search for new service and to avoid the gaps. Sustaining relationship with frequent flyers and remedying service quality gaps keep the Shanghai Airline’s frequent flyers’ faithfulness.This article focus on the Shanghai Airlines’ frequent flyers for the study, make out marketing strategies for sustain relationship and keep service quality. While studying the sustaining relationship, this article takes the service quality as the key link. Using subdivides and positions of the target market, analyze the services which the frequent flyers concern. Design the questionnaire whit SERVQUAL criteria and use "gap theory" (gap model) to analyze the 28 services. Use SERVQUAL criteria and cluster method to divide the service gaps into 4 species and analyze the reasons. Finally, this article gives the service marketing strategies for shrinking the gaps, then sustains the frequent flyers’ relationship.

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CLC: > Economic > Transportation and economic > Air transport and economic > China 's air transport
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