Volume 4 Issue 5 October 2006 Applied Research Note 2

Customer Orientation in the Airline Industry: A Comparison between Travelers and Airlines

by David Martín-Consuegra, Arturo Molina , & Águeda Esteban

Tourism industry has become increasingly dependent on air transportation as one of the most comprehensive and significant factors contributing to the development of tourism world-wide. In recent years global aviation has led the way they do business and have effectively responded to the demographic, legal-political, socio-economic and technological changes that have occurred. In this turbulent environment a customer orientation is needed. However, there has been little research undertaken on the customer orientation in the airline industry. This study examines if airlines are really aware of customers’ needs and what main differences exist between airlines and passengers.

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