A study of China’s major domestic airlines’ service quality at Shanghai’s Hongqiao and Pudong International Airports

Abstract

In a highly competitive market, service quality can be the core competitive advantage for airline’s profitability and sustained development. This paper has investigated the differences in the passengers’ expectations and perceptions of the service quality of China’s four major domestic airlines: Air China, China Southern Airlines, China Eastern Airlines, and Hainan Airlines in China’s domestic market. The results will assist airline management to improve service quality by reducing the difference. Surveys were conducted with domestic passengers at Shanghai Hongqiao Airport and Shanghai Pudong Airport in China. The results show that there are significant differences of service quality between passengers’ expectations and perceptions among major Chinese airlines. Passengers consistently rate ‘good safety records’ as the first priority of seven SERVQUAL dimensions, but low price remains the most important factor that passengers consider when choosing a Chinese airline. The conclusions reached in this work suggest that Chinese airlines should consider improving service quality rather than providing cheaper air tickets in order to gain competitive advantage.

Keywords:

• China
• customer perception
• customer expectation: customer satisfaction
• full service network carriers
• service quality

Additional information

Notes on contributors

Hongwei Jiang

Hongwei JIANG, PhD (Aviation)

Education: MBA in Aviation Management, RMIT University, Melbourne, Australia, 1999; PhD (Aviation), RMIT University, Melbourne, Australia, 2005.

Affiliations and functions: lecturer in Aviation Management, RMIT University, School of Engineering.

Research interests: airport performance assessment, airline service quality, airline CRM Customer Relationship Management) system,

airport service quality, low cost airlines.

Glenn S. Baxter

Glenn S. BAXTER, PhD (Aviation)

Education: Bachelor of Aviation Studies, University of Western Sydney, Australia, 2000; Master of Aviation Studies, University of Western Sydney, Australia, 2002; PhD,

School of Aviation, Griffith University, Brisbane, Australia, 2010.

Affiliations and functions: lecturer in Aviation Management and Deputy Program Manager of onshore postgraduate Aviation Programs, RMIT University,

School of Engineering.

Research interests: air cargo handling and operations, airport operations, sustainable aviation, supply chain management.

Graham Wild

Graham WILD, PhD

Education: 2001–2004, Bachelor of Science (Physics and Mathematics), Edith Cowan University; 2004–2005, Bachelor of Science Honours (Physics), Edith Cowan University; 2008, Graduate Certificate (Research Commercialisation), Queensland

University of Technology; 2006–2008, Master of Science and Technology (Photonics and Optoelectronics), the University of New South Wales; 2006–2010, PhD (Engineering), Edith Cowan University.

Affiliations and functions: since 2013, Aviation Program Manager, RMIT University, School of Engineering; since 2010, postdoctoral research.