The fiercely competitive nature of the airline industry, in an era of smaller profit margins and increased costs, makes consumer satisfaction and even more integral component of success. Customer satisfaction occurs when organizations meet or exceed the expectations of their customers. According to J. D. Power and Associates, “Customer satisfaction remains the differentiator when frequent air travelers choose which airline ticket to buy. Airlines that focus on this will continue to meet new customer expectations in the midst of industry improvements” (Airline Customer 1).
This analysis will focus on customer or consumer satisfaction as it relates to the airline industry. Current trends in the airline industry demonstrate that the best rated airlines for customer satisfaction are not airlines that are forming alliances with other industry carriers. In addition, while overall customer satisfaction for short and long haul flights has been improving, the gulf between the best rated and worst rated airlines with respect to customer satisfaction is widening. Efforts to meet or exceed customer expectations have been an increasingly important aspect of airline management. Strategies from reduced fares to adding value to airport terminals (shops, restaurants, personal services) exist as carriers try to distinguish themselves with consumers as having the highest levels of service. As of this writing, TWA and America West Airlines are ranked the top two service providers by consumers in both long and short flight categories (Airline Customer 1).
AIRLINE CONSUMERS & CUSTOMER SATISFACTION
The airline industry is very competitive, and, like the hotel or restaurant industries, empty seats (rooms, tables, etc.) are unprofitable and there are more than enough to go around. Customers desire consistent quality in their airline service, with on-time performance, schedule/flight accommodations, and airport check-in procedures re...