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Research on Customer Loyalty Promotion Strategy of China Southern Airlines

Wang, Yue (2025)

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Wang, Yue
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202505059063
Tiivistelmä
This study focuses on the current status of customer loyalty management and its enhancement strategies of China Southern Airlines. Through questionnaire survey, SERVQUAL model and ANOVA, the study reveals that service quality, pricing, brand image, customer relationship management and membership program are the key factors affecting customer loyalty. The study found that customers are generally satisfied with the service attitude of crew members, but seat comfort, check-in efficiency, and flight punctuality still need to be improved; pricing is a key factor in customers' choice of airlines, and customers are more sensitive to price; brand awareness and loyalty programs have a significant impact on customer loyalty, but brand awareness still needs to be improved; in terms of customer relationship management, information transparency and customer feedback mechanism have a significant impact on customer satisfaction and loyalty; the attractiveness of membership programs is insufficient, the difficulty of points redemption is high, and the perception of membership benefits is low.

Based on the findings, this study proposes optimizing premium passenger services, improving boarding and baggage handling efficiency, improving service details, analyzing premium passenger needs in depth, strengthening data security and privacy protection, integrating brand promotion channels, setting up cross-departmental project teams, optimizing the customer experience process, increasing exclusive benefits and services for members, optimizing the points and rewards mechanism, making the upgrading and reclassification paths transparent, matching accurately the content of communication, and establishing scientific evaluation indicators. communication content, establishing a scientific evaluation index system, and strengthening internal communication and external cooperation. By implementing these strategies, China Southern Airlines can effectively improve customer loyalty, enhance market competitiveness, and realize sustainable development. This study provides theoretical support and practical guidance for customer loyalty management in the airline industry, and has important theoretical and practical significance.
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