The Airline Business

Camilleri, M. A. (2018). The Airline Business. In Travel Marketing, Tourism Economics and the Airline Product (Chapter 10, pp. 167-177) Cham, Switzerland: Springer Nature.

13 Pages Posted: 17 Dec 2018

See all articles by Mark Anthony Camilleri

Mark Anthony Camilleri

University of Malta; University of Edinburgh

Date Written: December 1, 2017

Abstract

The airline product consists of tangible and intangible elements. It is important to remember that passengers are purchasing more than the airline product; they are also acquiring its benefits, including their customer experience, which they associate with it. Hence, the process of product development and market research should be ongoing, if an airline is to keep itself up-to-date with the latest developments in the market place. The airline marketers should know what constitutes a high standard of customer service, particularly toward high-yield, profitable customers. Nonetheless, there are different kinds of customers, including; short-haul, long-haul, leisure and business passengers, who may hold different expectations from their airline. They may have certain needs and wants which could be higher on their list of priorities. In conclusion, this chapter suggests that customer-centric airlines could follow a total quality mantra, where every process is continuously improved for the benefit of customers. Such a total quality management approach implies that all members of staff are responsible to improve their airlines’ service quality.

Keywords: airline, airline business, airline product, total quality management, customer service, customer centricity, airlines, legacy airlines, low cost airlines, economy class, business class

JEL Classification: M00, M1, M10, M3, M30, M31, Z3, Z30, Z32

Suggested Citation

Camilleri, Mark, The Airline Business (December 1, 2017). Camilleri, M. A. (2018). The Airline Business. In Travel Marketing, Tourism Economics and the Airline Product (Chapter 10, pp. 167-177) Cham, Switzerland: Springer Nature.. Available at SSRN: https://ssrn.com/abstract=3289485

Mark Camilleri (Contact Author)

University of Malta ( email )

Department of Corporate Communication,
Faculty of Media and Knowledge Sciences
Msida, MSD2080
Malta
79314808 (Phone)

HOME PAGE: http://https://www.um.edu.mt/profile/markacamilleri

University of Edinburgh

27 Buccheluech Place,
The Business School
Edinburgh, Scotland EH8 9JS
United Kingdom

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