Deteriorating levels of service by airline staff has pushed overall satisfaction with U.S. carriers to the lowest level in three years, a new study showed.
Alaska, Continental and JetBlue airlines scored highest in customer satisfaction, according to the study released on Tuesday.
For a fourth consecutive year, JetBlue Airways ranks highest overall, and also tops the low-cost carrier segment for a third consecutive year, according to the J. D. Power and Associates' 2008 North America Airline Satisfaction Study.
JetBlue performs particularly well in six of seven customer satisfaction measures: aircraft; boarding/deplaning/baggage; check-in; cost and fees; flight crew; and in-flight services, according to J. D. Power, a global marketing information services company.
Alaska Airlines and Continental Airlines are tied for the highest ranking in the traditional network carrier segment.
Alaska performs particularly well in five of seven measures: aircraft; boarding/deplaning/baggage; check-in; flight crew and reservation, while Continental scores in the cost and fees measure, said Sam Thanawalla, director of the global hospitality and travel practice at J. D. Power and Associates.
"While nearly all of the carriers in both segments experience declines in satisfaction since 2007, Alaska Airlines has managed to improve, particularly in satisfaction with the overall check-inexperience," Thanawalla said. "Alaska Airlines and Air Canada are the only two carriers that improve overall in 2008, which is a particularly impressive feat in the current volatile industry environment."
The study is based on responses from 19,701 passengers who flew on a major North American airline between April 2007 and March 2008.
Overall customer satisfaction was based on performance in seven measures (in order of importance): cost and fees; flight crew; in-flight services; aircraft boarding/deplaning/baggage; check-in and reservation.
Carriers are ranked in two segments: low-cost and traditional network. Low-cost carriers are defined as airlines that operate single-cabin aircraft with typically lower fares, while traditional network carriers are defined as airlines that operate multi-cabin aircraft and use multiple airport hubs.
The study found that satisfaction with "people" factors -- including knowledge, courtesy and helpfulness of reservation and gate agents, check-in staff and flight crew -- has declined dramatically since 2007, and is the leading contributing factor to the overall decline in customer satisfaction with airlines in 2008.
The decrease in satisfaction with people factors is more than twice as large as the decline in satisfaction with price factors, according to the study.
"In this unstable industry environment, it is critical that airlines invest in their employees as a means to enhance the customer experience, as there is a strong connection between employee satisfaction and customer satisfaction," Thanawalla said.
Source:Xinhua
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