Panorama ran a show at the start of the year on where it all went wrong for TESCO. Clearly BA mgmt were not watching because they are heading down the same pathway of taking customers for granted. It may take some time, but once the customers start to turn, it will not be easy to win them back.
Meanwhile the gap between the LCC's and BA continues to close....
http://www.independent.ie/life/trave...-31036167.html
In the end BA cannot compete on price versus the LCC's for SH, and are average at best for LH.
My advice to any 'long suffering shareholders' is sell while the going is good.