Study on airlines´ customer satisfaction based on structural equation model

In order to evaluate airlines´ customer satisfaction properly, the fundamental of structural equation model (SEM) was introduced, the airline´s customer satisfaction evaluation model was developed according to airline´s operation characteristic, and Air China was taken as an example to validate the theoretic model. SEM given in this paper was proven to be suitable for comprehensively evaluating the rationality of the customer satisfaction index and making a system analysis. The application of SEM in airlines´ customer satisfaction evaluation can be an impressive improvement to the traditional method.