民航旅客忠诚度建模与分析.doc

南京航空航天大学硕士研究学位论文  摘  要  最大限度的保留老客户是影响民航企业未来发展的重要问题，各国航空公司非常重视。研 究影响客户忠诚度的因素，有助于提高航空公司服务水平，减低营运成本。 本文运用 PLS-SEM（Partial Least Square-Structural Equation Model）方法，建立客 户忠诚度评价模型；通过忠诚度指标因子对实际采样数据的定量分析，明确各变量对客户忠诚 度的影响程度，为民航企业提高客户忠诚度的研究提供了新途径。其中的定量分析结果表明, 对民航企业忠诚度影响较大的因素依次是安全、企业形象和感知质量。 忠诚客户是企业重要的无形资产，有助于企业持续发展。本文结合现阶段民航企业的特点， 建立提高旅客忠诚度的决策服务体系，重点研究如何利用忠诚度预测模型提高企业的服务水平 方法。通过已获得的忠诚度模型量化指标，采用基于小样本集的偏最小二乘法预测方法，制定 提高忠诚度指标的策略；通过实例分析验证了该方法的有效性。 关键词：民航旅客忠诚度，偏最小二乘，结构模型，预测模型 I 民航旅客忠诚度模型实证研究 Abstract Keeping the former customers to the maximum extent is so important for the future development that civil aviation corporations in different countries pay a lot of attention to improve the loyalty. Studying the influencing factors of the customer loyalty is good for the civil aviation corporations to improve their service level and decrease their operating costs. Based on Partial Least Square-Structural Equation Model (PLS-SEM), the paper proposed a Civil Aviation Customer Loyalty Model (CACLM) to test customer loyalty. Combining with the practical collecting data, the influence of different variables on the customer loyalty was analyzed through loyalty indexes. It could provide a new studying way for the civil aviation corporations to improve their customer loyalty. The result of quantitative analysis showed that safety was the most important factor affecting the customer loyalty. The second and the third were enterprise image and perceived quality respectively. Loyal customers are important intangibles of enterprises, and they contribute to the sustainable development of enterprises. With the characteristics of the civil aviation enterprises at the current stage, the paper improved customer loyalty, set up the decision-making service system, and focused on how to use loyalty prediction model to improve the service level of the enterprises. Based on the quantitative index of loyalty models, the paper made the strategy to improve the loyalty with partial least squares prediction meth