Winning the Sky Race: Analyzing the Competitiveness of Airline Guest experience Through Theory-Driven Impact Asymmetry Competitor Analysis

Superior experience management is necessary to maintain a competitive advantage in the tourism, travel, and hospitality industry. However, previous research has predominantly focused on the direct relationship between evaluations of service attributes and customer satisfaction, overlooking the competitive market dynamics, especially in the context of the airline industry. Accordingly, we conceptualize and empirically examine the extent to which service attributes, such as value for money, legroom, and cleanliness, provide competitive advantages and disadvantages for customer satisfaction and experience based on the two-factor theory and the resource-advantage theory in the context of the airline industry. To gain a competitive advantage, airlines must tailor their service strategies to the specific needs of passengers on short- and long-haul flights, prioritizing improvements in areas such as cleanliness and food and beverage. An unpleasant flight can negatively affect the entire trip and hence airline experience management is of paramount importance for the travel industry.