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Airline Customers, Satisfaction, Complaints, Loyalty
Airlines in a state of crisis need to take steps to ensure revenues keep coming in. Repeat business and eventually loyalty is critical in that respect. This paper considers airline customer buying behaviour and preferences and post-flight attitudes with a view to identifying what makes the air travel product more appealing to customers. A structured web-based purposedesigned instrument was used to collect travel and traveller data and perceptions and the findings are prioritised using a consensus decision making approach. A major issue is identified and a two-step model is developed to demonstrate its significance for airline customers’ loyalty. Specific airline customer communications and other priorities and preferences are identified. In addition, it is found that airline customers have a number of complaints, many of which are not communicated to the airline, and it is demonstrated that these complaints impact on loyalty. It is therefore argued that airlines and researchers alike need to study customer complaints in relation to loyalty in greater detail. In view of both the economic situation in Greece and airline deregulation, this research is of significance to Greek airlines seeking to “tie” their customers and maintain market presence.