The application of benchmarking in China airlines to improve customer satisfaction

The airline industry is forced by the increasing worldwide competition due to the development of economic globalization and technology advancements. With the characteristic of high risk, high technology and high investment, airline industry is confronting fiercer competition introduced by "open sky policy". Customer service is one of the most important processes in airline industry and is recognized as key to the success of business competition. In order to improve customer satisfaction, benchmarking has been used as a useful tool in paper to evaluate airlines\´ work and find differences among them. Three biggest domestic airline and a foreign airline have been selected and studied as benchmark. Through benchmarking and learning from them, the performance improvement is obtained.