Chinese Passenger Satisfaction of Airlines
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lion with 89 percent coming from domestic flights and the balance from international flights (Ba-
darch, 2018). According to United Nations World Tourism Organization’s (UNWTO), the number
of outbound Chinese travelers is expected to reach approximately 200 million people by 2030
(Bremner, 2013). Based on these current developments, it is projected that China will replace United
States as the global leader in the aviation industry by 2024 (International Air Transport Association,
2016). Continuous growth in the emerging market of China has intensified the competition among
airlines. The entry of low cost operators offering affordable flights captured a large portion of the
Chinese airline market share and heightened the competition for commercial airlines. While passen-
ger demand has been growing drastically, the availability of different airlines has had a negative im-
pact on the operation of some airlines. For example, one of Asia’s prominent full service commercial
airlines, Cathay Pacific based in Hong Kong suffered financial losses due to the pressure from low-
cost airlines such as Malaysia based AirAsia and state-owned Chinese carriers (Gough, 2017) also
referred to as China’s “Big Three”. Those are Air China, China Eastern and China Southern which
succeeded at dominating most of the domestic and regional flights routes including flights to Hong
Kong, Macau and Taiwan (Center for Aviation, 2012). In 2012, a proposed regional alliance amongst
SkyTeam’s Greater China members, Taiwan’s China Airlines, China Eastern, China Southern and
Xiamen Airlines appeared to be a niche strategic move between mainland China and Taiwan to im-
prove the political situation between the regions. The four carriers comprise 43% of overall capacity
between mainland China and Taiwan. As compare to China’s so-called “Big three” carriers, Taipei-
based China Airlines; which was founded in 1959, is the single largest carrier in Taiwan, it offers
business class, premium economy and economy class flights with about 18,000 one-way seats being
flown per week (Center for Aviation, 2012). Recently, China Airlines was awarded by Skytrax a “4
Star” rating of their on-board product quality and cabin crew service quality (Skytrax, 2018).
Foreign airlines from Europe and United States experienced a declining trend of Chinese inbound
and outbound passengers due to the intense competition they faced from local Chinese airlines. Fa-
mous full-fledged Foreign airlines such as British Airways and Lufthansa reported a loss in profits
which led them to terminate flights to a few routes in China (Chen, 2017). Experts believe that the
decrease of outbound Chinese travelers flying to European countries via Foreign airlines was caused
by a series of unfortunate events such as terrorist attacks, floods and union strikes (Ip et al., 2010).
For example, the disappearance of the Malaysia Airlines flight MH370 and the threat in Paris turned
Chinese travelers away from flying with Foreign airlines. Chinese carriers became a natural choice for
Chinese passengers due to their familiarity with home country services. Whereas, Foreign Airlines are
at a disadvantage due to their lack of understanding of Chinese passenger needs (Dimitripoulos,
2016).
Studies also reported that Chinese travelers preferred to use local airlines instead of Foreign airlines
due to the ease of communication with Chinese airline cabin crew and ground staff (Dimitripoulos,
2016). The local Chinese airline staff mainly spoke Mandarin and this gives a sense of comfort and
security for the passengers assuring them that they will be well understood and listened to. The
unique cultural background of Chinese customers causes difficulties for Foreign airlines to under-
stand their needs and therefore their cabin crews are not sometime able to provide the services ex-
pected by passengers (Bremner, 2013). There is a growing interest to examine the relationship be-
tween service quality and customer satisfaction in the airline industry because an airline’s survival is
highly dependent on its ability to deliver high service quality (Park et al., 2004). Customer satisfaction
has been found to be an important factor in influencing customer loyalty and positive word-of-
mouth (Zeithaml et al., 1996). The uniqueness and the complexity in the characteristics of services in
contrast with products create even more challenges to service companies (Pride & Ferrell, 2014).
Thus, in order to attract and retain customers, service companies must address the complexity in the
service process and service delivery. In recent years, there has been a rising number of studies that
focus on Chinese travelers’ satisfaction, however a limited number of studies focused on comparing
the perceptions of Chinese travelers towards different airlines’ service quality. Furthermore, the be-
haviors of Chinese travelers are quite complex and yet to be fully understood. In view of the influ-