chapter  4
24 Pages

Landed or Stranded – Are Alliance Customers Happy?

Only recently – for the past eight years or so – have alliances begun to consider

customers as a primary raison d’être. Previously, the advantages for the member

airlines themselves came first. This is not to say partners did not care about their

customers; they did. But demonstrating it was mostly left up to individual efforts, and

the allying process remained inward-focused, rather than outward on customers.