The results of the Roy Morgan Customer Satisfaction Awards for August are out, and leading the Domestic Airline category for the fifth consecutive month is Qantas. Hot on its tail wings is Virgin Australia, followed by Qantaslink.
In the year to August 2014, more than 3.96 million Australians flew Qantas at least once, and a fraction over 82% of them reported that they were satisfied with the airline. Virgin Australia scored a satisfaction rating of just under 82%, from almost 2.8 million passengers.
Domestic airline satisfaction: neck and neck
Source: Roy Morgan Single Source (Australia), June 2014 – August 2014 (n=1,650).
Regional airline Qantaslink also performed well, scoring 79%, well ahead of Jetstar (67%) and Tiger Airways (50%).
Angela Smith, Group Account Director, Roy Morgan Research, says:
“In the year to August 2014, more than 7.6 million Aussies (or 40% of the population) took at least one domestic flight. That is a huge number of customers for the airlines to keep satisfied, and for Qantas and Virgin to achieve satisfaction rates over 80% is an impressive feat.
“After five months in the lead, it will be interesting to see if Qantas can maintain its top spot in coming months: while its 82% satisfaction rating is certainly noteworthy, it represents a slight decline from its July score (85%). On the other hand, Virgin Australia has gained ground since last month’s result, when its satisfaction rating was 80%.
“Budget airlines Jetstar and particularly Tiger Airways may have cheap flights on their side, but their relatively low satisfaction scores suggest that passengers need something more than just a bargain price to feel satisfied with an airline…”
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Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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