基于PLS-SEM模型的民航客户忠诚度研究

A Study of Civil Aviation Customer Loyalty Based on PLS-SEM

如何最大限度的保留老客户是影响民航企业未来发展的非常重要的问题,各国航空公司非常重视提高客户忠诚度的研究。研究影响客户忠诚度的因素,对于提高航空公司服务水平有着重要作用。本文运用PLS-SEM(Partial Least Square-Structural Equation Model)方法,建立了客户忠诚度评价模型;结合实际采样数据,通过忠诚度指标因子定量分析了各变量对客户忠诚度的影响,为民航企业提高客户忠诚度的研究提供了新途径。研究结果表明,影响民航企业忠诚度的因素依次是安全、企业形象和感知质量。

Keeping the old-customer is so important for the civil aviation corporation development that all corporations pay a lot of attention.The influencing factors of customer loyalty can help to improve the civil aviation corporation service level.Based on Partial Least Square-Structural Equation Model（PLS-SEM）,the paper proposes a Civil Aviation Customer Loyalty Model（CACLM）.The influence on customer loyalty of different variables iss analyzed through loyalty indexes by the practical collecting data.It provided a way to test customer loyalty efficiently so that the service level could be improved.The research results shows that safety,corporation image and perceived quality are the first three factors affecting the customer loyalty.