Soaring to new heights

Abstract

Argues that customer service in the airline industry is the only thing that differentiates one company from another. Explains that British Airways discovered this during the 1980s with its “Customer First” campaign and plan to follow through with similar programmes in the future. Reviews the airline′s customer loyalty strategy and its customer satisfaction research techniques.

Citation

Robson, J. (1993), "Soaring to new heights", Managing Service Quality: An International Journal, Vol. 3 No. 2, pp. 465-468. https://doi.org/10.1108/EUM0000000003160