A Kano model for customer-centric service attributes for airlines in the post-pandemic world

Purpose During the peak of the COVID-19 pandemic, the airline industry went through turbulent times due to worldwide travel restrictions. Many airlines struggled to keep their heads above water. However, the post-pandemic reorder and restructuring across the industry present a glimmer of hope for a dramatic rebound for some surviving airlines. This article is intended to aid airline managers in formulating innovative business strategies that can better align with potential changes in airline passengers' travel behaviors and service requests in the post-pandemic world. Design/methodology/approach To identify service attributes crucial for luring prospective passengers within the Kano model framework, we collected empirical data from past and prospective passengers in the United States. Then, we conducted a series of multivariate analyses to test whether there are significant differences in the service quality attributes of pandemic and post-pandemic airline passengers. Findings After experiencing the COVID-19 pandemic, airline passengers' perceived importance of certain service attributes, such as cheap airfare, on-time arrival/departure and airplane cleanliness, changed. On the other hand, regardless of the COVID-19 pandemic, airline passengers consistently prioritized air safety and proper baggage handling when evaluating airline service quality and choosing an airline. Originality/value This article is one of the first attempts to compare pandemic and post-pandemic airline passengers' behavioral patterns based on multi-period studies. In addition, unlike most extant airline studies, this article proposes a Kano model to capture dynamically changing passenger priorities and help the airline industry adjust its service improvement and passenger retention strategies.