When I analyse my own flying habits, I realise that I'm basically paying inflated Qantas fares for the expertise of its staff. It's certainly not because of the planes, many of which are ageing. If management muck around too much with that expertise they could lose me and thousands of others for good. I'm not interested in Qantas becoming another Jetstar.
This hits the nail on the head.
To keep your business successful, you need to identify what makes the brand and invest in it.
In my opinion management have failed dismally at doing this, instead chosing to re-invent a brand that nobody is interested in.
This situation is out of control and needs to be addressed as a matter of urgency.