Purpose -Examines the adoption of radio frequency identification (RFID) technology in the commercial aviation industry, focusing on its role in baggage handling and security. Design/methodology/approach -Draws upon academic and trade literature to provide a current overview of developments in the implementation of RFID technology in commercial aviation, particularly focusing on Delta Airlines, an industry leader in the USA in the testing and development of RFID systems for improved operations in baggage handling. Findings -Though RFID technology is experiencing widespread adoption across many industries, commercial aviation seems poised to be a leader in its full-scale adoption in practice. RFID technology demonstrates distinct advantages over the currently used barcode system for baggage handling. Practical implications -This paper shows how RFID technology can improve customer service though better operational efficiency in baggage handling, which has been demonstrated to be an integral component of an airline's customer service equation. Academicians and marketing professionals should both be aware of developments with RFID technology. It is of particular importance in the airline sector, as improved accuracy of baggage handling can enable air carriers to close an important service-delivery gap in an increasingly turbulent operating environment. Originality/value -Little is published in the academic literature about this timely topic. Most of the published information available is from corporate or commercial sources, and is presented in such formats as white papers. This paper is a companion piece to the review of RFID in UK retailing by Jones et al. in this issue.

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