the Empirical Study of Airline Service Dimension Based on Grey Incidence Cluster

摘要

As customers are the center of marketing, the distinctive features of airline services require us understand customer needs and expectations. In this study, an empirical study of airline service dimensions in China is conducted, and grey incidence cluster is used to explore the dimensions. Some valuable conclusions are drawn, such as price and promotion are in the same dimension while punctuality and direct service belong to another dimension. This method is easier to use, and more suitable especially when the sample is small and the data distributions are not normal.