Last year, Ryanair carried more passengers than anyone else while having rock-bottom customer satisfaction. Illogical? Perhaps; perhaps not. And while brands such as British Airways and United Airlines have contributed to the airline market, having the biggest decline in customer service perception following a monumental bank-holiday IT meltdown and catastrophic passenger PR disasters respectively, it’ll be soon forgotten and they’ll be back on the consideration list for holiday travel plans in no time. Brands in fickle markets need to create customer preference – a shorter-term, easier to influence shift in brand allegiance – to achieve marketing and commercial success. Ryanair uses low-price to drive this preference, but in a head-to-head battle it’s a race to the bottom. Get the full story at The Drum