The objective of passenger surveys is , by asking a series of questions to gather information about what most traveler’s do or think about an airline, flight, service or airport lounge etc.
Subsequently, the gathered information and data must be evaluated in a meaningfull way, so the right conclusions and decisions can be done.
Sounds simple, but it is not: since we are dealing with a subjective perception and opinions, the results are involved with particular situations and emotional feelings, which sometimes complicates the correct interpretation.
This small example is to illustrate how difficult it will be to interpret this passengers score objective and meaningful.
Is there an optimal concept or solution to achieve the above mentioned objective?
There are two common ways of implementation and interpretation of passenger survey:
According to recent media reports, the solution to conduct audits with so called “audit experts” seems not to be an optimal solution, see e.g. decision of Etihad or UK’s Advertising Standards Authority Ltd , adjudication on Skytrax Research.
So, what remains is the old fashioned way: ask your passengers by yourself !
And that is exactley what our clients are doing.
Our clients, mostly travel departments and travel managers of large european corporations uses the AirlineProfiler to assess Airlines. The survey module provides a good supplement to complete the entirely picture of an airline by including the perspective of passengers.
The survey modul COSY is a free of charge additional service to our AirlineProfiler clients and subscribers.
Some Details about our Survey Modul:
The survey consists of 10 questions and 4 additional disclosures per flight. The application is available on all platforms, and especially suitable for smartphones (85% of the passengers own a smartphone). Also here, the customer needs to enter only the flight number.
Duartion per survey approx. 20-30 seconds per flight.
In order to obtain comparable results as possible, each rating score passes through five weighting factors –
According to corporate standards means, to take the expectations and standards into account of the company which conducts the survey
Comparability of Airlines
Airlines are not the same, actually each Airline is very unique, therefore also the survey results.
To be able to compare the score of an airline with the results of other airlines it is necessary to determine the comparability. Screening the basic structure of each airline and seeking for similarities helps us to examine the comparability, e.g
• Cost structure, revenue structure and productivity
• Fleet composition.
• Traffic System markets: market dominance, market share and competitive position
• Flight Safety, Quality Image, on-board service, timeliness.
• Distribution channels and pricing policies,
• General company profile, business structure
The more similarities means more comparability with other airlines. This is also taken into account in the overall assessment of the survey together with the weighting factors. For more information, please refer to us with the subject “Twinning Factors – Airline Profiler”.
Small review on results
We selected the period between March- June 2014 , 2013 business travelers (from the pharmaceutical and chemical sector) participated , 1330 valid surveys received, with more then 18.600 answered questions. In total 62 Airlines have been evaluated , 99 % IATA Members.
Composition of the score –
Passenger SCORE for each issue = min 1 point —-> max. 5 points per question
+ Weighting factor 1
+ Weighting factor 2
+ Weighting factor 3
+ Weighting factor 4
+ Weighting factor 5
+ Overall impression of the flight
The highest score of 5 points overall means the airline fulfilled passengers expectations with 100% – here a short review of degree of fulfillment , sorted by airline, expressed in % –
Airline received more than 600 evaluated answered questions (some airlines narrowly missed the above mentioned requirement and would have raised the average).
Busines Class, longhaul flights , schedule carrier
Twinning factor: > 60 %
Questions treated :
The business traveler’s testified the airlines in average 75 % fulfillment, i.e. high score. Also in questions of punctuality (arrival) , luggage handling and connecting flights, the airlines and airports presented a very professional operational performance. But we have to bear in mind , we still deal with subjective assessment and very short snapshots, i.e. to obtain a better and more comprehensive picture, we have to observe longer and get more reviews.
Score sorted by Alliances
Business class, longhaul flights, sorted by regions
Important key points for business travelers
DATA Sheet for evaluation – CSV or Excel format – Excerpt
The modul provides for each client and survey a data sheet in CSV format , automatically.
For more information, questions or and data, please contact research[at]airlineprofiler.eu
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