Personalization Strategies and Passenger Satisfaction Analysis in Full-Service Airlines: A Study of Lisbon Airport's Leading Carriers

Abstract

The personalization of services is a crucial element in full-service airlines, as they seek to meet the needs of their passengers. This work aimed to analyze the personalization strategies adopted by the main airlines with the largest number of passengers at Lisbon Airport and to evaluate the level of passenger satisfaction in relation to these strategies. The research was carried out through a questionnaire survey applied to passengers, so that it was possible to assess the level of customer satisfaction in relation to the strategies adopted by the full-service airlines under study. Data were analysed quantitatively. The results revealed that the personalization strategies adopted by the studied airlines are similar, contrary to the initial hypothesis that there would be significant differences between them. In addition, the level of passenger satisfaction regarding these strategies was also similar, indicating that airlines are responding equally satisfactorily to the individual needs and preferences of passengers.