Airline services, passenger satisfaction and loyalty among passengers of China Southern Airline

This study investigates the relationship between airline service quality, passenger satisfaction, and loyalty within the context of the budget airline sector.With a growing competitive landscape and diverse passenger demographics, understanding these dynamics is crucial for airlines seeking to enhance customer retention and market positioning.The main objective is to examine how service quality influences passenger satisfaction and subsequently impacts loyalty.The research employed a quantitative approach, gathering data from 500 participants through a structured questionnaire distributed among budget airline passengers.A stratified sampling technique ensured representation across varying demographic profiles.Key findings reveal that while overall satisfaction with airline services is moderate significant strengths lie in flight attendant and ground staff services, highlighting the pivotal role of interpersonal interactions in shaping passenger perceptions.However, areas such as online services and flight schedules show room for improvement, pointing to opportunities for enhancing operational efficiencies and customer experience management.Implications for the airline industry underscore the importance of prioritizing service quality enhancements and personalized customer interactions to foster loyalty.This study contributes new insights into how airlines can strategically align service delivery with passenger expectations to build enduring relationships and competitive advantage.A significant recommendation is to integrate advanced technology for seamless service delivery and real-time passenger engagement, thereby enhancing overall customer experience and loyalty.