it is really easy to lose your place as an airline of choice and really difficult to regain it. maybe 15-20 years ago, BA was world beating. Now you actively avoid it.
Well it really comes down to trust - and as with any relationship - friendship, romantic or business (and in this case customer-provider) it's really hard to create trust, and once broken it can often be impossible to be regained, but at the very least takes a long time and much effort.
It's also a precept of marketing and customer service as I understand it - it's reasonably easy (or should be) to keep a customer but it's pretty hard to win a new one, or mend a broken relationship (which is why so many of the issues with QF currently for me are less about the incidents like the DFW screw up but about the response and the service recovery) - and this is where they fail seemingly quite often. Right or wrong this kind of thing starts at the top when you have the infamous comments from Joyce blaming customers for not being match fit and all the rest - that's the last thing you want to be saying when you are trying to repair broken trust.
Most people understand stuff happens (planes go tech, are delayed, weather, government policy changes/borders etc) and can accept that... it's how they are dealt with that is critical for mine.
Because that's what is at the core for many customers - right now a lot of people feel they cannot trust that :-
- their flight(s) won't get cancelled or changed
- there won't be delays
- that their call will be answered promptly and any issues resolved quickjly
- that they can use any flight credits easily (and/or that they can get a refund even!)
- that they will be easily be able to use their QFF points (an ongoing issue of course)
- that fares won't be unreasonable for service received (very subjective of course)
- that there might not be issues when away on their trip
- that tickets bought through QF on partners might not work out (while not technically responsible, it's again the treatment involved by the issuing carrier)
.... and many others no doubt.
By the same token many of us trust that carriers like SQ and QR WILL deliver the experiences we expect with far less fuss.. and until they do something to break that, then that view most likely won't change. And that customer trust in your product and brand is worth a very great deal in so many ways.