The Influence of China Airline Company Cabin Service Quality on Customer Repurchase

Abstract

This research aims to study the influence of demographic and service quality perception on customer repurchases of Chinese airline companies. The researcher used the questionnaire as the research tool and collected data from 406 customers who have used airline cabin service with China Southern Airlines in Shenzhen. Descriptive statistics were used to analyze data, 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 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 hypothesis tested, the results found that Tangibility, Reliability, Responsiveness, Guarantee, and Empathy in Service quality perception significantly influence customer repurchase.