Listening to what airline passengers want – but responding to their buying behaviour

Airline passengers' primary needs are to get to their desired destination on time, whether it's for business, personal or leisure reasons, without losing their baggage, and
 at reasonable fares. If a passenger living in Austin, Texas wants to 
fly to Kathmandu, Nepal and their favourite airline (say, American) does not fly there, then the primary need is not met.

If they are able to fly to their desired destination with minimal hassle and have a pleasant experience, then the carrier has succeeded in meeting the passenger's secondary need.

This article, one of a series, is provided by Professor Nawal Taneja and extracted from the latest issue of Airline Leader, distributed this week in hard copy to aviation CEOs around the world.