As a result, the significance of data from this study contributes to the airlines’ industry as guidelines on how to advance the relationship marketing schemes in responding to the changing demand of customers. The recommendation from these findings may enhance the customer’s satisfaction towards the existing relationship marketing strategies of the airline through various customers’ perspectives. In addition, the gaps incurred between the marketers’ perception and customer’s expectation of airline industry may lead the airlines’ marketers into an in-depth understanding about their target customers. It can also directly target strategic policy aimed at supporting and improving the business of tourism related organisations.