Research on Satisfaction Survey of SD Airlines' Freight Service

Abstract

Although air freight has undergone a long period of development, Chinese airlines still remain in the stage of using price as the main competitive means in their cargo business operations. As a service industry, there is relatively little mention of service quality in the air cargo industry, and there is a lack of evaluation standards for service quality within the industry. Airlines are also unable to effectively evaluate and improve their cargo service quality.

This paper combines the theory of service quality and takes SD Airlines as the research object. Firstly, it analyzes its organizational structure, customer group, and service process related information. Then, it constructs a service quality evaluation index system that conforms to the air freight process and characteristics, and determines six evaluation dimensions and secondary evaluation indicators. By using the expert scoring method to score the indicators, the importance of the indicators was determined. The AHP Analytic Hierarchy Process was used to assign weights to various evaluation dimensions and indicators of air cargo service quality. Through the questionnaire survey method, the air cargo service quality survey questionnaire was distributed to SD Airlines' cargo customers to obtain survey data. The questionnaire data was analyzed using the fuzzy comprehensive evaluation method, and the service quality of SD Airlines was evaluated.

By analyzing the evaluation results, this paper identifies the shortcomings of SD Airlines' freight service quality and analyzes the reasons for their formation. Based on the evaluation dimensions and indicator systems with different weight values obtained from the previous analysis, specific suggestions for improving the quality of freight services were proposed at the indicator level, ultimately forming a strategy for improving the quality of SD Airlines' freight services.