Introduction
The competitive environment of the Chinese civil aviation
market has changed significantly since the mid-2000s. As well as
competing on ticket prices, carriers compete with service quality in
order to win their customers. Indeed, customer satisfaction is one
of the major measures of performance of business corporations
such as airlines. Airline companies devote considerable amount of
resources in delivering high quality services to raise customer
satisfaction and ultimately improve their revenues and profit.
In the literature there is little research concerning customer
satisfaction related to the service quality of the airline industry in
China, despite this growing importance of service quality in the
area of non-price competition. This paper studies service quality
factors related to customer satisfaction that are measured by the
customer complaints received by the CAAC in China. Customer
complaints have been used extensively in the literature as negative
feedback and as a measure of customer satisfaction