customer satisfaction in airline industry thesis

The Effect of Airline Passengers' Satisfaction on Loyalty: Do Region and Airline Carrier Matter? A Meta-analysis Study

• Original Article
• Published: 10 May 2023
• Volume 9 , article number  11 , ( 2023 )

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• Ramazan Erturgut   ORCID: orcid.org/0000-0002-0240-5787 1 &
• Hasan Emin Gürler   ORCID: orcid.org/0000-0002-5813-1631 1  

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Until now, the relationship between satisfaction and loyalty has been extensively examined among various customers residing in different regions of the world. Customers who are content with a company's products or services are more likely to buy more from the same company and less likely to switch to competitors' offerings. Therefore, it is essential to examine the satisfaction-loyalty relationship in the context of passenger profiles and generalize the results of these researches or make a holistic inference about the results. This research aimed to provide scientific answers regarding the effects of passenger satisfaction on their loyalty through meta-analysis. In addition, this study has also examined whether the satisfaction-loyalty relationship differs by region and the type of airline carriers (low-cost, traditional). A total of 53 empirical studies conducted from 1970 to 2021 were analyzed. The comprehensive meta-analysis (CMA) software is utilized to aid in the analysis. As a result, the mean ES value for empirical studies was 0.735. This value indicates that satisfaction has a highly positive effect on loyalty. Furthermore, according to the subgroup analysis results, satisfaction's effect on loyalty is statistically significant in region and for airline company types. This research has confirmed that the relationship between customer satisfaction and loyalty is true for all types of airline carriers and region.

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Data availability statement.

The data that support the findings of this study are available on request from the corresponding author.

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Erturgut, R., Gürler, H.E. The Effect of Airline Passengers' Satisfaction on Loyalty: Do Region and Airline Carrier Matter? A Meta-analysis Study. Transp. in Dev. Econ. 9 , 11 (2023). https://doi.org/10.1007/s40890-023-00181-y

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Received : 10 February 2023

Accepted : 29 April 2023

Published : 10 May 2023

DOI : https://doi.org/10.1007/s40890-023-00181-y

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This approach not only meets the underserved demand but also fosters a loyal customer base appreciative of the direct routes to their preferred destinations.

Prioritizing departure performance

While Volotea believes in excellent arrival on-time performance (OTP), a cornerstone of Volotea’s operational strategy is its focus on departure performance where they have more direct control of factors impacting their operations. Understanding the pivotal role timely departures play in the overall travel experience and the downstream impact on arrival performance, the airline has set rigorous standards to minimize both delays and cancellations. This dedication is reflected in Volotea’s compliance with EU 261 regulations, demonstrating Volotea’s commitment to punctuality and reliability. The outcome is an impressive reduction in flight delays to a mere 0.26% of flight operations, a testament to the airline’s operational efficiency and passenger-centric approach.

Volotea leverages Cirium’s operational OTP data analytics to benchmark their performance against competitors in the region.

Balancing operational costs with customer satisfaction

Achieving a harmonious balance between maintaining low fares and operational costs while ensuring high levels of customer satisfaction is critical for any low-cost carrier.

With a smaller fleet size than many of their competitors, Volotea excels in this domain by optimizing aircraft utilization and managing operational complexities with finesse.

Despite the challenges posed by a limited number of spare aircraft and geographically dispersed bases in France, Italy, Spain and Greece, Volotea leverages its resources effectively to deliver exceptional service. The airline’s proactive stance on leveraging their spare resources not only for maintenance but also to swiftly address unforeseen disruptions minimizes the impact on passengers and maintains the airline’s reputation for reliability.

Leveraging operational efficiency for enhanced passenger experience

Volotea’s strategic focus extends beyond just on-time departures to encompass efficient turn times and judicious use of spare aircraft. This comprehensive approach ensures minimal disruption, reduced cancellations, and keeps operational costs in check, allowing the airline to offer high value at the lowest possible cost as their customers demand. Such operational excellence directly correlates with positive passenger experiences, as evidenced by Volotea’s commendable NPS score of ~32 in 2023, an impressive improvement of 50% over 2022.  Volotea’s passenger experience is further underscored by exceptional review across independent sources.

Volotea was awarded a four-star rating in 2024 and recognized by Skytrax -the industry’s most prestigious international air transport rating organization- in its global passenger satisfaction survey as the “Best Low-Cost Airline in Europe” at the 2023 World Airline Awards. The airline adds this accolade to its growing list of achievements, which includes consecutive wins for “Europe’s Leading Low-Cost Airline” at the World Travel Awards in 2021, 2022, and 2024. Furthermore, 92% of Megavolotea customers would recommend traveling with the airline, highlighting its high customer satisfaction rates.

Looking ahead

As Volotea continues to navigate the skies of Europe, its commitment to operational efficiency, strategic growth, and customer satisfaction remains unwavering. Through a balanced operation that leverages full resource utilization and prioritizes punctuality, Volotea is set to soar higher, further cementing its position as a preferred choice for travelers seeking reliability, convenience, and value.

Volotea’s success story is a compelling example of how strategic planning, operational efficiency, and a customer-centric approach can converge to create a positive and memorable travel experience. As the airline moves forward with its ambitious plans, passengers can expect continued excellence in service, reaffirming Volotea’s status as a leading low-cost carrier in the European aviation space.

“Our goal is to consistently provide the best service to our passengers, enhancing their travel experience from booking to the end of their journey at very competitive rates.

Every year, we adjust our commercial program and operational set-up to maintain high utilization while ensuring top on-time performance (OTP) and reliability.

So far this year, our OTP15 exceeds 83%, and we are focused on maintaining this punctuality for the flights we operate during the summer season. In 2023, Volotea achieved a flight completion rate of 99.3%, ranking us among the top three airlines in Europe. This level of efficiency is achieved through our crews’ hard work and skill, who manage quick turnarounds, typically between 25 to 35 minutes, which is essential for our continuous improvement and customer satisfaction”. Eduard Diviu, Chief Operating Officer Volotea .

CIRIUM IS DELIGHTED TO BE SUPPORTING VOLOTEA’S OUT-OF-THE-BOX THINKING AND PROUD TO BE ITS DATA PROVIDER. TO LEARN MORE ABOUT CIRIUM’S POWERFUL DATA AND CUTTING-EDGE ANALYTICS, EXPLORE CIRIUM AIRLINE OPERATIONS. 

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Delta ranks No. 1 for customer satisfaction in two segments of J.D. Power study

Delta Air Lines garnered the No. 1 spot for airline customer satisfaction in first or business class and in premium economy, according to a new J.D. Power study released Wednesday.

Atlanta-based Delta got the highest score in the two categories among several North American carriers ranked in the study, one of the best-known consumer rankings in the air travel industry.

Airlines have invested in training and other aspects of the flight experience to try to maintain customer satisfaction, despite crowded airports, according to J.D. Power.

Last year, Delta ranked highest in the premium economy segment in J.D. Power’s study but was beat out by JetBlue in the first class/business class segment .

But this year, Delta “edged out JetBlue for the first time” since the category was established in 2022, said Mike Taylor, J.D. Power’s practice lead for the airline study.

Delta’s scores for its staff in particular “were significantly ahead of most of the other airlines,” Taylor said. “They’ve been really spent a lot of time and effort training people on how to deal with passengers and make them feel wanted.”

Delta CEO Ed Bastian in a written statement called the top ranking “a wonderful reflection of our elevated customer experience, fueled by the unparalleled service of our 100,000 Delta people worldwide.”

In the economy class category, Southwest Airlines scored the highest. Dallas-based Southwest is the second-largest carrier at Hartsfield-Jackson International Airport. Delta came on No. 2 in the economy class category.

Both Delta and Southwest have made big investments in staff and training, which pays off in interpersonal interactions, the study said.

Delta also uses technology to allow flight attendants to personalize their interactions with customers on board , Taylor said, to “make them feel valued as a Delta customer, and give them sort of individual recognition , rather than being just one of the herd.” The ability to track bags on Delta also improves satisfaction, he said.

“Both Delta and Southwest give the passenger a feeling like that, you know, they’re happy they’re flying with this particular airline,” Taylor said.

J.D Power’s North American Airline Satisfaction Study was redesigned this year to focus on different areas to measure passenger satisfaction, including staff, digital tools, ease of travel, level of trust, onboard experience, pre/post flight experience and value for price paid. It was based on responses from 9,852 passengers between March 2023 and March 2024 who had flown a major North American airline within the previous month.

Federal officials have also been working on ways to improve airline customer satisfaction.

The Biden Administration last month finalized a new rule to require airlines to give automatic cash refunds without passengers having to request them for significantly delayed or canceled flights, starting Oct. 28. Airlines will also be required in the future to more clearly tell customers upfront about baggage fees and other fees.

U.S. Transportation Secretary Pete Buttigieg said when announcing the new regulation : “This isn’t just about enforcing when something goes wrong — it’s making it less likely something would go wrong in the first place.”

The DOT is also working on regulations to better protect the rights of passengers who use wheelchairs, make it mandatory to provide compensation and amenities for delays or cancellations caused by an airline and other changes.

Credit: Source: J.D. Power 2024 North America Airline Satisfaction Study

About the Author

Business reporter Kelly Yamanouchi covers airlines and the airport including Atlanta-based Delta Air Lines, one of the world's largest carriers, and Hartsfield-Jackson, the world's busiest airport. She has covered airlines for about 20 years, graduated from Harvard and has a master's degree from Northwestern.

Credit: TNS

Credit: Natrice Miller / [email protected]

Credit: Miguel Martinez

These are the top-rated airlines for customer satisfaction

Delta Air Lines and Southwest Airlines notched highly coveted spots on J.D. Power's 2024 North America Airline Satisfaction Study. 

J.D. Power reported Wednesday that domestic air passenger volume is up 9.4% year over year. The survey underscored how carriers that made big investments in staff training and efforts to improve the overall flight experience have reaped the benefits even with the influx of people and uptick in ticket costs.

"Airlines that are investing in staff training and recruitment are finding ways to overcome the negative effects of crowded gates and planes simply by being nice to their customers," Michael Taylor, J.D. Power senior managing director of travel, hospitality, retail and customer service, said.

SPIRIT AIRLINES CEO SAYS INDUSTRY IS LIKE A 'RIGGED GAME,' US CONSUMERS ARE 'LONG-TERM LOSERS'

Delta earned the highest customer satisfaction rating in the first and business segments. It also notched the highest customer satisfaction ranking in the premium economy segment for the second year in a row, according to the survey.

Meanwhile, Southwest earned the highest rating in the economy/basic economy segment. 

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Here are the top airlines with the highest overall customer satisfaction index rating in each of the following categories:

Delta Air Lines

JetBlue Airways 

United Airlines 

Alaska Airlines

American Airlines

JetBlue Airways

Southwest Airlines

Allegiant Air

Original article source: These are the top-rated airlines for customer satisfaction

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A Study on Customer Satisfaction in Airline Industry at LPU

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Antitrust watchdog to study competition in Canadian airline industry

Canada’s Competition Bureau says it will launch a market study into Canada’s airline sector. People make their way through Pearson Airport in Mississauga on March 14, 2023. Chris Young/The Canadian Press

The federal antitrust watchdog is launching a study of airline competition in Canada, three months after the shutdown of low-cost carrier Lynx Air.

The Competition Bureau will first consult with the Transport Minister on the scope of the study, which will examine how government policies affect competition among Canada’s air carriers, said Melissa Fisher, the agency’s deputy commissioner of mergers.

“We intend to study the state of competition in the airline industry and how governments across Canada can improve competition for the benefit of domestic air passengers as well as the workers and entrepreneurs who enable these services,” Ms. Fisher told federal politicians on a parliamentary transport committee Thursday.

The study is the first by the Competition Bureau since the release of its 2023 investigation into the grocery business. That study found Canada is dominated by three grocers – Loblaws, Sobeys and Metro – and needs more competition to ensure food prices do not continue to soar.

The Competition Bureau’s role is to investigate abuses of market power, price fixing and false advertising, in addition to advising the government on mergers. In recent years the watchdog has raised concerns about the proposed takeovers involving Air Canada and Transat AT Inc. TRZ-T , WestJet Airlines and Sunwing Airlines and Canadian North and First Air.

Matthew Boswell reappointed as head of Competition Bureau

John Lawford, the director of the Public Interest Advocacy Centre, told the transport committee the Canada’s airline market has long been dominated by two main carriers, Air Canada and WestJet, with low-cost airlines that come and go within two or three years.

“There was and is currently a problem with concentration in the Canadian market,” Mr. Lawford said. He pointed to several factors that limit competition, including high costs of entering the market, a lack of government support for new airlines and the regulator’s failure to police predatory pricing or route matching.

The government has never blocked an airline merger, Mr. Lawford noted.

The committee, which is conducting its own study of airline competition, has heard that other barriers to competition include high airport fees, which inflate airfares, a foreign-ownership limit of 49 per cent and a rule that allows only Canadian carriers to fly domestic routes.

Politicians on the committee said air services to smaller cities are limited and expensive, leaving people with few, costly choices. “We see price wars in communities that have competition – and we don’t see that in places that don’t have competition,” said Taylor Bachrach, who represents B.C.’s Skeena-Bulkley Valley riding.

Ms. Fisher cited the bureau’s policy of confidentiality and declined to say when asked by the committee if it had received an application from a U.S. airline to fly point-to-point within Canada.

Air Canada AC-T controls half of the domestic Canadian market, while WestJet holds 30 per cent, according to Cirium, an aviation data company. The rest is shared between Porter Airlines (12 per cent), which operates mainly in Central Canada, and Edmonton-based Flair Airlines (9 per cent), according to May data. Sun destination carrier Air Transat has less than 1 per cent of the domestic market.

In February, low-cost carrier Lynx Air shut down after two years in operation and was granted court protection from creditors. The Calgary-based airline cited high operating costs and a “difficult regulatory environment.”

Barry Prentice, a transportation professor at the University of Manitoba, told the committee that economies of scale favour larger airlines, which can fly larger, more profitable planes that feed smaller routes on their own networks. He said Canada is vulnerable to “tacit collusion” among dominant airlines, matching prices and routes in a manner that harms consumers.

Speaking to the committee last week, Flair chief executive officer Stephen Jones said high airport fees prevent the airline from entering some markets, including Toronto to Ottawa. He said the airline has received no help from the government when it comes to fighting what he called anticompetitive behaviour by the large airlines.

Bradley Callaghan, the Competition Bureau’s associate deputy commissioner of policy, said Thursday that Flair’s 2020 complaint of predatory pricing by WestJet’s Swoop division was dismissed in 2023 after an investigation. “I can assure you it was looked at very seriously,” he told the committee.

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