Research Article
Analysis on the Effect of Airline Service Brand Construction
@INPROCEEDINGS{10.4108/eai.17-11-2023.2342654, author={Liying Wang and Yieng Huang and Hongtao Li and Huali Cai}, title={Analysis on the Effect of Airline Service Brand Construction}, proceedings={Proceedings of the 5th International Conference on Economic Management and Model Engineering, ICEMME 2023, November 17--19, 2023, Beijing, China}, publisher={EAI}, proceedings_a={ICEMME}, year={2024}, month={2}, keywords={airline service brand construction effect}, doi={10.4108/eai.17-11-2023.2342654} }- Liying Wang
Yieng Huang
Hongtao Li
Huali Cai
Year: 2024
Analysis on the Effect of Airline Service Brand Construction
ICEMME
EAI
DOI: 10.4108/eai.17-11-2023.2342654
Abstract
The paper evaluates airline service brand from the perspective of consumer perception, after analyzing the theories and practices of brand evaluation and combining with the service characteristics of airlines. Taking A, B, C and D as examples, a total of 468 questionnaires were collected through questionnaire survey method.The results show that the brand awareness, brand recognition, brand favorite and brand loyalty are relatively high, but the conversion rate of brand favorite of B, C and D is not ideal. Finally, this article proposes strategies and suggestions to improve passenger loyalty.
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