Author(s)

Elisa Durand

Date Approved

4-19-2012

Document Type

Thesis

Degree Name

M.A. Public Relations

Department

Public Relations/Advertising

College

College of Communication & Creative Arts

First Advisor

Basso, Joseph

Subject(s)

Airlines--Public relations

Disciplines

Public Relations and Advertising

Abstract

The goal of this study was to determine if commercial airlines can improve their image by soliciting feedback from their customer base and responding accordingly. The results of both qualitative and quantitative research methods show that travelers lack confidence in the level of concern commercial airlines hold for their satisfaction. Multiple national customer service surveys administered to travelers paint a recurring pattern of unhappy fliers who believe airlines are unaware of their concerns and needs. The results of two primary questionnaires demonstrate that airlines are not in concert with customer expectations. The data results indicate that by leveraging customer feedback to implement effective public relations techniques via channels such as Twitter, Facebook, YouTube, and blogs to digitally communicate with passengers, commercial airlines can regain the confidence and approval of their customers.

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