The carrier’s flight plan. How an airline’s customer value proposition affects the customer journey from departure to destination
The carrier’s flight plan. How an airline’s customer value proposition affects the customer journey from departure to destination This study examines the relationship between the customer value proposition, customer orientation and customer satisfaction in the context of the airline industry. The research question is tested by means of two quantitative studies: an experiment among Dutch people who fly and a survey among Dutch and non-Dutch passengers. The findings indicate that the airline’s customer value proposition and customer orientation are positively related to customer satisfaction. This study has also shown that customer orientation strengthens the relationship between customer value proposition and customer satisfaction.
Faculteit der Managementwetenschappen