Research on Customer Service Practices in the Digital Transformation of China Eastern Airlines
Lu, Xiaoli (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202505089927
https://urn.fi/URN:NBN:fi:amk-202505089927
Tiivistelmä
With the rapid development of information technology and the advancement of global economic integration, digital transformation has become a key strategy for the aviation industry to improve service quality and enhance customer loyalty. This study takes China Eastern Airlines as the research object, delves deeply into its innovative customer service practices during the digital transformation process, and evaluates the impact of these practices on customer satisfaction based on the SERVQUAL model. The research adopted the questionnaire survey method to analyze customer satisfaction from five dimensions: reliability, responsiveness, assurance, empathy and tangibility.
The research results show that China Eastern Airlines has implemented a series of customer service innovation measures in its digital transformation, such as mobile applications, online service platforms and intelligent customer service, significantly enhancing customer experience and satisfaction. Customers generally believe that these digital services enable them to obtain flight information more quickly, purchase tickets more conveniently, and have a positive impact on the brand image of China Eastern Airlines. However, the survey also revealed problems with China Eastern Airlines in terms of system stability, functional optimization, customer service response speed, interface design, data security and privacy protection, as well as feedback channels, which may affect customers' continuous satisfaction and loyalty.
In response to the above problems, this study puts forward a series of improvement suggestions, including strengthening technical optimization, reinforcing data security management, enhancing employee training, optimizing the customer feedback mechanism and increasing customer interaction, etc. These suggestions are aimed at helping China Eastern Airlines further improve the quality of customer service and enhance its market competitiveness. This research not only provides a reference basis for the optimization of digital development of China Eastern Airlines, but also offers a reference for the digital transformation of other aviation enterprises or similar industries, which has important theoretical and practical significance.
The research results show that China Eastern Airlines has implemented a series of customer service innovation measures in its digital transformation, such as mobile applications, online service platforms and intelligent customer service, significantly enhancing customer experience and satisfaction. Customers generally believe that these digital services enable them to obtain flight information more quickly, purchase tickets more conveniently, and have a positive impact on the brand image of China Eastern Airlines. However, the survey also revealed problems with China Eastern Airlines in terms of system stability, functional optimization, customer service response speed, interface design, data security and privacy protection, as well as feedback channels, which may affect customers' continuous satisfaction and loyalty.
In response to the above problems, this study puts forward a series of improvement suggestions, including strengthening technical optimization, reinforcing data security management, enhancing employee training, optimizing the customer feedback mechanism and increasing customer interaction, etc. These suggestions are aimed at helping China Eastern Airlines further improve the quality of customer service and enhance its market competitiveness. This research not only provides a reference basis for the optimization of digital development of China Eastern Airlines, but also offers a reference for the digital transformation of other aviation enterprises or similar industries, which has important theoretical and practical significance.