incentives, robust career development paths and other benefits. Whereas cost per available seat mile is a good cost measure encompassing all operating expenses, the rate of consumer complaints only measures consumer (dis)satisfaction. The rate of consumer complaints is the only available measure that captures all facets of airline customer service, yet the most common consumer response after a service encounter is to do nothing (Oliver 1997).
There are several implications of this study with regards to airlines operating costs, market share, infrastructure, customer service and satisfaction.