Enhancing Customer Experience through Sustainable Practices in the European Aviation Industry

Abstract

The European aviation industry is undergoing a significant transformation as sustainability becomes a central focus for both regulators and consumers. Amid increasing environmental concerns and evolving passenger expectations, airlines are under pressure to reduce their ecological footprint while maintaining high standards of customer service. This thesis explored how the integration of sustainable practices contributes to enhancing customer experience within the European aviation sector. The primary objective of the research was to analyze the relationship between sustainability initiatives and customer satisfaction, with a focus on practices such as carbon offsetting, use of sustainable aviation fuels, waste reduction, and corporate environmental transparency. The scope was limited to commercial airlines operating within Europe. The theoretical foundation of the study was based on concepts from sustainable development, service quality, and consumer behavior. A qualitative methodology was employed, relying exclusively on secondary data sources, including peer-reviewed journal articles, industry reports, case studies, and previously published research papers. The data collected spanned a timeframe from 2015 to 2024.The analysis indicated that sustainable practices have a measurable impact on customer perceptions and loyalty, particularly when such efforts are visible, credible, and aligned with customer values. Passengers were shown to favor airlines that demonstrate environmental responsibility, often perceiving these actions as indicators of overall service quality. The study concluded that sustainability is increasingly intertwined with customer experience in the aviation industry. Airlines that strategically implement and communicate their sustainability efforts can achieve competitive advantages while supporting broader environmental goals.