Proceedings of the 5th International Conference on Economic Management and Model Engineering, ICEMME 2023, November 17–19, 2023, Beijing, China

Research Article

Analysis on the Effect of Airline Service Brand Construction

Download42 downloads
  • @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
Liying Wang1,*, Yieng Huang1, Hongtao Li1, Huali Cai1
  • 1: China Academy of Civil Aviation Science and Technology
*Contact email: 1070665884@qq.com

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.