基于顾客感知的民航客运附加服务购买意向实证研究

An Empirical Study on Purchasing Intention of Additional Service of Civil Aviation Passenger Transport based on Customer Perception

过去的十余年,中国民航客运一直保持传统的全服务运营,没有将附加服务带来利润的可能考虑到企业发展战略中。随着民航市场的开放,民航运输市场竞争日益激烈,附加服务在民航客运利润构成中日渐占据较为重要的位置。基于顾客感知的服务价值和转换成本,通过实证研究,对民航客运附加服务购买意向的影响因素加以识别,并针对客运附加服务营销方式改善的问题提出了相应的政策建议。

In the past decade, China Civil Aviation Passenger Transport kept traditional full service operation, but did not consider the profit of additional service into enterprise development strategy. With the opening of civil aviation market, the market competition was growing fiercely, and the additional service gradually took the major position in civil aviation passenger transport profit. Based on the service value and transformation cost of customer perception, from the empirical study, this article recognize the influencing factors on purchasing intention of additional service of civil aviation passenger transport, and puts forward relevant policy suggestion aiming at improvement in the marketing mode of passenger transport additional service.