Synopsis The rapid pace of globalization has caused increasing consciousness among customers. Growing competition and improved job opportunities, especially in the private sector, coupled with improved buying power (which is a direct impact of regular employment generation) have made consumers more demanding. Therefore, to attract and retain customers, cost & quality control continues to be the keyword, as airline remains primarily a service catering to the business as well as leisure customers. It is, therefore, vital to focus on the planning and delivery aspects related to effective customer service in the airline industry. This book deals with the importance of customer service, pricing and promotion of customer service, training and development of employees, CRM and customer delight in the airline industry and strategies adopted to achieve them. Further, the airline industry experience and cases for customer service and strategy to attain customer delight for long-term retention have been highlighted. The book is target to the business and marketing managers of the airline industry, marketing consultants, marketing management teachers and students.