In regards to the commercial and customer-oriented aspect, the most prominent characteristics of
low cost carriers are the ‘low price’ price brand strategy, the existence of one cabin class only,
the no-frills strategy and the low priority of customer service. In general, passengers are aware of
these distinctive characteristics when buying a low cost airline ticket which explains the
predominant focus on price as the main evaluation parameter (O’Connell & Williams, 2005).
Still, the aspect of underperformed customer service is often a source of irritation among the
passengers and requires attention by the management in order to ensure customer satisfaction
(Rejseskribenten, 2009).