What makes air travellers loyal to one particular airline? Do comfortable seats, good food or friendly flight attendants change consumer preferences when it comes to picking an airline to fly with?
Surprisingly, it now seems that these factors have very little to do with airline loyalty. According to researchers at the University of Wollongong (UOW) in New South Wales, carriers wanting to attract loyal customers should actually shift their focus away from increasing customer satisfaction.
Professor Sara Dolnicar from UOW’s Institute for Innovation in Business and Social Research in the Faculty of Commerce said satisfaction with an airline’s performance was heavily overrated as the reason customers stay loyal to a particular airline.
http://www.eglobaltravelnews.com.au/airline/surprise-finding-satisfaction-overrated-in-airline-loyalty.html
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