THE INFLUENCE OF CHINA AIRLINE COMPANY CABIN SERVICE QUALITY ON CUSTOMER REPURCHASE

Abstract

This research is aimed to study the influence of demographic, Service quality perception on customer repurchase of China airline company.The researcher used the questionnaire as the research tool and collected data from 406 samples of customers who have been uesd airlines cabin service with China southern airlines in ShenZhen. Statistics used to analyze data were descriptive statistics including Frequency, Percentage, Mean, Standard Deviation, Standard Deviation, and inferential statistics including independent Samples t-test, One-way ANOVA, LSD, and Multiple Linear Regression at the statistical significance level of 0.05. The results found that most of the respondents were male, 25-44 years old, occupation of company worker and monthly income of more than 7000-10,000 CNY. The first hypotheses were tested, and the results found that the differences in Gender had a significant effect on customer repurchase. For the second hypotheses tested, the results found that Tangibility, Reliability, Responsiveness, Guarantee and Empathy in Service quality perception have a significant influence on customer repurchase.