 Customer Experience and the Airline JourneyGiao Ha Nam Khanh ()
A chapter in Airlines and Tour Operations, 2026, pp 237-266 from Springer Abstract: Abstract This chapter explores the transformation of the airline industry into a customer-centric service sector, where delivering an exceptional passenger experience is vital for competitiveness, loyalty, and profitability. With modern travelers expecting seamless, digital-first, and emotionally resonant journeys, airlines are adopting holistic strategies that prioritize personalization, convenience, and service quality at every touchpoint. Drawing from the foundational work on the “experience economy” by Pine and Gilmore (Harvard Business Review, 76:97–105, 1998), this chapter examines how customer experience has evolved into a strategic differentiator across all phases of the airline journey, from booking and check-in to in-flight services and postflight engagement. The chapter also investigates the structural components of customer experience management in aviation: loyalty programs, digital personalization, frequent flyer initiatives, and real-time feedback systems. Airlines such as Singapore Airlines, Qatar Airways, and Delta have redefined service benchmarks by integrating AI-driven personalization engines, predictive customer service, and omnichannel feedback loops to optimize satisfaction and long-term retention. Moreover, the use of biometric technology, mobile apps, and personalized in-flight entertainment is enhancing the tactile and emotional dimensions of air travel, aligning with research by Homburg et al. (Journal of the Academy of Marketing Science 45:377–401, 2017) on the strategic value of experience design in service sectors. Finally, the chapter underscores the importance of data-driven feedback and continuous improvement as critical levers for service excellence. Airlines increasingly leverage postflight surveys, mobile feedback tools, and sentiment analysis from social platforms to monitor service quality and customer perception. These tools not only foster agility in addressing service gaps but also strengthen brand positioning in a market driven by customer advocacy. Through a comprehensive review of global airline practices and theoretical perspectives, the chapter equips readers with the knowledge and tools to assess, design, and enhance the modern airline customer experience. Keywords: Customer Experience (CX) in Aviation; Passenger Journey Mapping; Touchpoint Optimization; Service Quality Metrics (e.g. SERVQUAL); Personalization Engines; AI-Driven Customer Insights; Digital Check-in and Self-Service Kiosks; Mobile Experience in Travel; Omnichannel Customer Engagement; In-flight Experience Design; Frequent Flyer Programs; Loyalty Management Systems (LMS); Net Promoter Score (NPS); Real-Time Passenger Feedback Systems; Biometric Boarding and Digital ID; Customer Lifetime Value (CLV); Service Recovery Strategies; Post-Flight Engagement and Surveys; Emotion Analytics in Travel; Customer-Centric Innovation; Experience Economy in Airlines; Smart Cabin Technology; Crew and Hospitality Training; Disruption Management (Delays/Cancellations); CX Benchmarking—Skytrax & APEX Ratings (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-95-1830-2_9 Ordering information: This item can be ordered from DOI: 10.1007/978-981-95-1830-2_9 Access Statistics for this chapter More chapters in Springer Books from Springer |
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