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Customer Satisfaction in Aviation Industry Reaches New Heights

by amit.uniyal 21. May 2014 09:25

It seems that customers aren’t complaining about the airlines - at least, not as much. As per a recent survey conducted in the North American aviation industry by J.D. Power and Associates stated that travelers have never been more satisfied by the airlines they are flying in.

It may be hard to believe but the fact stays that passengers are happier with their respective airline providers despite innumerable charges and fluctuating ticket prices. The survey judged passenger satisfaction level on the basis of in-flight services; costs and fees; reservations; check-in; boarding, flight crew, aircraft, de-boarding and baggage. The survey was conducted on over 11,000 passengers who flew in the North American region in 2013.

1000 point passenger satisfaction attained 712 points

On a scale of 1000-point passenger satisfaction attained 712 points, an increase of 17 points on y-o-y basis. The most interesting finding of the survey was that passengers were happy with the cost and fees levied by the airline. The scores improved to 642 from last year’s 618. As per a market expert, it is not that passengers are happy with the ongoing price rise of airfares and other services, but just that they have accepted this as a reality of air travel making them a little less dissatisfied.

The survey also reflected that customers are satisfied with some parts of their air travel; however uncomfortable seating was their biggest point of concern. They particularly disliked seats with less leg room, elbow space and seats that are not that comfy.

As far as baggage charges were concerned the satisfaction level rose from 37 to 40 percent in 2013. They know that they do not have a way out as far as baggage fees is concerned hence they have accepted this harsh reality.

Seattle based Alaska Airlines topped the satisfaction score with 737 amongst traditional North American carriers, making it seven in a row for the airline. Its scores increased by 20 points as compared to 2012. Delta Air Lines received second highest satisfaction score of 693 points followed by American Airlines (684), Air Canada (683), United Airlines (658) and US Airways (656).

In the low-cost carrier section JetBlue scored the highest with a score of 789. This was its tenth consecutive victory. By topping the survey, it indicated that passengers preferred an airline that offered live TV on flights, creating an important divergence in their overall flying experience. Southwest Airlines came second with 778 points followed by WestJet with 734, Air Tran Airways with 708 and Frontier Airlines with 676 points.

Alaska got another feather in its cap by receiving first rank in the quality and usability of airline frequent flier programs category with 757 points on a 1,000-point scale. Southwest Airlines followed second (731 points) with its Rapid Rewards program. This was followed by JetBlue’s TrueBlue program (707), United Airlines (686), American Airlines (685) and US Airways (642). Loyalty/rewards survey was based on factors including reward program terms; variety of benefits available; ease of redeeming points or miles; customer service; ease of earning points or miles and account maintenance.

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Tags: customer satisfaction

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