Since Qantas won the Domestic Airline and Domestic Business Airline of the Year in the 2014 Roy Morgan Customer Satisfaction Awards, it has maintained a solid lead in both categories into 2015, blitzing the awards for February. Singapore Airlines also continues to set a shining example of Customer Satisfaction excellence in the International Airline category.
In the quarter to February 2015, Qantas achieved an 87% satisfaction rating in the domestic airline category, just ahead of its regional brand Qantaslink (86%) and comfortably ahead of third-place-getter Virgin Australia (79%). Qantas scored especially well with its younger passengers: 91% of Generation Z and 89% of Generation Y were satisfied with their experience flying with the airline.
In the domestic business airline category, Qantas scored 84%, ahead of Virgin with 75%. While male passengers (86%) are more likely than female (80%) to be satisfied with their business travel experience on Qantas, the reverse is true for Virgin (91% of women vs 66% of men).
Customer satisfaction, February 2015: Domestic Airlines and Domestic Business Airlines
Source: Roy Morgan Single Source (Australia), December 2014 – February 2015 (n=3,687). Base: Australians 14+ who used a domestic airline in last 12 months
The playing field is more crowded for international airlines, but Singapore Airlines shows little sign of being challenged for top spot. With a satisfaction rating of 90%, the airline is sitting pretty ahead of Emirates (87%), Qantas (83%) and Garuda (82%).
Customer Satisfaction, February 2015: International airlines
The chart above shows the difference in satisfaction for the 15 highest rating international airlines, with a hefty 16% separating Singapore Airlines and AirAsia X. Among other international airlines that did not make it into the Top 15, scores fell as low as 45%.
Michele Levine, CEO, Roy Morgan Research, says:
“There is a lot at stake when it comes to international air travel: flights generally (but not always) take longer than domestic routes, and details that might be forgiven on a short 90-minute trip take on greater importance. The quality of in-flight entertainment, seat comfort, meals and even other passengers can all impact dramatically on satisfaction levels — making Singapore Airlines’ consistently high results all the more impressive.
“Qantas, meanwhile, continue to triumph in the domestic air travel categories, impressing business and leisure passengers alike. Even on shorter flights, there is plenty of scope to make the journey enjoyable, and Qantas has clearly mastered this art.
“By aggregating 12 months’ worth of responses to our Consumer Single Source and Business Single Source surveys, Roy Morgan is able to identify and celebrate those airlines that have outperformed their competitors in Customer Satisfaction.”
Roy Morgan Research
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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