It is not clear whether many airlines simply do not apply the concept
of customer experience or do not understand the passenger satisfaction
levels across their entire customer journey.Meyer and Schwager (2007)
suggest that whilst many Chief Executive Officers (CEOs) recognise the
importance of customer experiences, companies have invested heavily
in Customer Relationship Management – and airlines are a particular
case in point with their powerful and complex loyalty schemes – in
the past and are unwilling to invest into what is considered a relatively
new and poorly understood concept (Verhoef et al., 2009).