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Purpose
To begin a merger of prior research on service quality and experience marketing and to integrate key concepts into a comprehensive managerial framework for experience marketing in the airline industry.
Design/methodology/approach
Key concepts and research from the service quality and recent experience marketing literatures are reviewed.
Findings
The framework accounts for the temporal unfolding of the air travel experience and provides a customer‐centric perspective of the air travel experience.
Originality/value
The proposed framework should assist aviation professionals in their efforts to engineer and manage the air travel experience.
© Emerald Group Publishing Limited
2005
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