Commercial airlines provide a bevy of services to customers and often differentiate ever so minuscule to win customers from rival airlines. Not only are airlines competing amongst one another for customers but adverse situations such as adverse weather, equipment failures and Transport Security Administration (TSA). Airlines are competing with each other while the customers are debating if they want to deal with the stress of flying. Airlines offer services or amenities to make it more appealing to use their services. All planes fly from point A to point B, but what goes on in between makes the difference in the customer’s commercial flying experience.
With so many services provided by airlines it's best, to look at the big picture and not select certain services per say but the categories those services belong to. The key service categories are comprised of responding to the customer’s needs, connecting with customers through technology and adjusting to the customer.
Customer needs are obvious in the commercial airline business. Customers want to from one place to another. Air travel even with all the nuances is the fastest means to get to another city, state or country. Customers may choose airlines based on price, recommendations of others, travel route or a number of other reasons. However, Perreault (2009 p. 192) says what companies are really selling is the satisfaction, use, or benefit the customer wants. Customers are looking for what makes their lives easier when they spend money for services. The needs of the customers need to be met from first contact, to close of the transaction to the follow-up after the close of the transaction.
Services that airlines provide revolve around the use of technology, but not just technology but connecting with customers through the faster digital world. In this era of order by number, I like to refer to customer