This study examines the pivotal role of Key Performance Indicators (KPIs) in enhancing customer experience within the airline industry, with a particular focus on the strategic application of these metrics by Chief Customer Experience Officers (CCuEOs). Through a mixed-methods research approach, combining quantitative analysis of customer and operational data with qualitative case studies of leading airlines, the study aims to uncover the direct and indirect impacts of various KPIs on customer satisfaction and loyalty. The research identifies a comprehensive array of KPIs across different dimensions of the airline service delivery and customer journey, including operational efficiency, service quality, digital engagement, and employee satisfaction. Findings reveal that airlines employing a strategic, holistic approach to KPI management can significantly improve customer satisfaction and loyalty, underscoring the importance of integrating digital innovation and employee engagement into customer experience strategies. The study contributes to both academic literature and industry practices by providing a detailed framework for KPI-driven customer experience management, offering actionable insights for airlines to optimize their service delivery and operational strategies. This research highlights the dynamic nature of customer expectations and the necessity for continuous innovation and adaptation in the competitive airline market.
MoghadasNian et al. (Tue,) studied this question.