Delays, lost luggage or cancelled flights, most people have experienced anger and disappointment towards an airline at some point. Research from J\u00f6nk\u00f6ping International Business School at J\u00f6nk\u00f6ping University shows that brand hatred in these situations is not only harmful to the airlines.<\/p>\n\n\n\n
\u201cAirlines need to get better at understanding their customers,\u201d says Ayesha Manzoor, PhD in Business Administration, who recently defended her thesis at J\u00f6nk\u00f6ping International Business School on brand hatred in the airline industry.<\/p>\n\n\n\n
The study shows that brand hatred towards airlines is not just about emotions but is a complex phenomenon that involves both emotions, behaviors and thoughts among travelers.<\/p>\n\n\n\n
The study examined different types of incidents, such as boarding pass issues, customer service issues, flight delays, baggage mishandling, meal issues, seating issues, staff behavior issues, technical issues, and delayed payments and refunds.<\/p>\n\n\n\n
Anger, disappointment and anxiety the most common emotions<\/strong><\/p>\n\n\n\n Different types of incidents trigger different emotions in travelers, making brand hatred a powerful factor that airlines must learn to manage and possibly prevent. Through data collection from airlines\u2019 social media and quantitative analyses consisting of follow-up interviews with travelers who had experienced incidents, the study showed that different types of negative emotions (including anger, contempt, disappointment, disgust, anxiety, fear and sadness) were frequently expressed by travelers.<\/p>\n\n\n\n \u201cWhen something happens, there is initially an emotional dimension that customers express in different ways. Three emotions are expressed more often than others in different types of airline incidents. These are anger, disappointment and anxiety,\u201d says Ayesha Manzoor.<\/p>\n\n\n\n When anger was expressed, travelers often displayed aggressive behavior toward the airline. Outrage was shown through expressive complaints, while disappointment led to more constructive complaints.<\/p>\n\n\n\n Dissatisfaction can be turned into comfort<\/strong><\/p>\n\n\n\n While incidents often give rise to brand hatred, the study also shows that brand hatred can be transformed into comfort and reconciliation. To turn brand hatred into something positive, airlines need to improve how they handle follow-up after these incidents. Staff must be able to see from the customers\u2019 perspective and provide personalized responses to them to avoid brand hatred.<\/p>\n\n\n\n \u201cBy training staff in complaint handling, implementing policies that focus on reconciliation, and designing communication strategies that take into account travelers\u2019 feelings, behaviors, and thoughts, brand hatred can be turned into something positive and beneficial for airlines. Customers expect quick responses and a direct solution to their problems. This means that companies need to develop more effective strategies to address brand hatred and rebuild trust,\u201d concludes Ayesha Manzoor.<\/p>\n\n\n\n According to the press release.<\/p>","protected":false},"excerpt":{"rendered":" F\u00f6rseningar, f\u00f6rlorat bagage eller inst\u00e4llda flyg, de flesta m\u00e4nniskor har n\u00e5gon g\u00e5ng upplevt ilska och besvikelse gentemot ett flygbolag. Forskning fr\u00e5n J\u00f6nk\u00f6ping International Business School vid J\u00f6nk\u00f6ping University visar att varum\u00e4rkeshat i dessa situationer inte enbart \u00e4r skadligt f\u00f6r flygbolagen. \u2013 Flygbolagen m\u00e5ste bli b\u00e4ttre p\u00e5 att f\u00f6rst\u00e5 sina kunder, s\u00e4ger Ayesha Manzoor, doktor i […]<\/p>\n","protected":false},"author":25,"featured_media":299910,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[179],"tags":[85,212,5733,117,420,5731],"class_list":["post-299909","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-flyg","tag-flyg","tag-flygbolag-travelguiden","tag-ilska","tag-resa","tag-resenarer","tag-teknik-flygtrafik"],"acf":[],"yoast_head":"\n