Airplane passenger satisfaction declines
June 18, 2012, 02:04 pm
A new J.D. Power and Associates survey indicates that passenger satisfaction with North America’s airlines has decreased from a year ago.
For two straight years, customers showed increasing satisfaction with airlines, but the most recent study showed the satisfaction with U.S. and Canadian airlines dropped to an average of 681 on a 1,000-point scale, down two points from last year.
"The airline industry is caught between trying to satisfy passengers who demand low prices, providing passengers with high-quality service and comfort, and contending with the economic realities of profitably operating an airline," said Stuart Greif, a J.D. Power and Associates vice president.
More than 13,500 passengers were surveyed by the firm from May 2011 to April 2012. It rated customer satisfaction across seven categories: cost of tickets and fees, in-flight services, boarding, deplaning and baggage, flight crew, aircraft, check-in and reservations.
The results were surprising considering U.S. Department of Transportation statistics show better overall performance by the aviation industry over the past year. According to the department, a higher percentage of planes arrived on time, fewer complaints were filed, and the percentage of bumped passengers and mishandled bags declined last year.
The study showed that the largest factor when considering customer satisfaction was checked-baggage fees. Passengers who paid to check bags had an average satisfaction score 85 points lower than individuals who did not pay. The two airlines at the top of the customer satisfaction, JetBlue and Southwest Airlines, do not charge passengers for checked baggage.
The second most significant factor influencing satisfaction was whether or not the airline offered curbside check-in services.
Several airlines are taking on measures to increase the size of overhead bins to avoid charging customers for baggage, some accommodating as much as two-thirds more room for luggage.
“Airlines can provide better service and do a better job of treating passengers genuinely and warmly," said Greif. "Such treatment should not exclusively be the domain of passengers in the first-class or business-class cabins. A genuine warm, welcoming smile is not a hard cost, and an increased focus on staff and passenger interactions may also help offset challenges in other aspects of the passenger experience."
Those pilots offering service with a smile for thousands of miles across the country should consider pilot life insurance.
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