Qantas, Singapore Airlines lead in customer satisfaction

By Chris Chamberlin , April 27 2015
Qantas, Singapore Airlines lead in customer satisfaction

Qantas is leading the way in customer satisfaction for both business and leisure travellers on Australian domestic flights while Singapore Airlines remains in pole position for passengers jetting abroad, according to the latest data published by Roy Morgan Research.

With a domestic customer satisfaction rating of 87% on Qantas mainline flights and 86% on its regional arm QantasLink, both triumph over Virgin Australia and Jetstar on which 79% and 68% of customers were satisfied with their overall experience, respectively.

That represents a five-point gain for Qantas mainline and a seven-point gain for QantasLink over Q3 2014, with Virgin Australia sliding three percentage points from 82% to its now-79%.

For domestic business travellers, Qantas also enjoyed an overall 84% approval rating against Virgin Australia’s 73% and Jetstar’s 62%, with the research finding that men (86%) were more likely than women (80%) to be satisfied with Qantas.

On the other hand, female business travellers were much more satisfied with Virgin Australia than their male counterparts, with a 91% rating from the ladies but only 66% from the gents.

“Even on shorter flights, there is plenty of scope to make the journey enjoyable, and Qantas has clearly mastered this art,” said Roy Morgan Research CEO Michele Levine.

On the international front, Singapore Airlines stands strong with a 90% satisfaction rating from March 2014 to February 2015 – the same awarded for the period August 2013 to July 2014.

That’s followed in second and third place by Emirates and Qantas International at 87% and 83%: both of which have retained their rank but have dropped slightly in ratings, with Emirates down two percentage points and Qantas International down three.

Cathay Pacific has been pushed from fourth to fifth place and from 85% to 81% – making room for Garuda Indonesia at 82% – while Air New Zealand has also fallen from 85% to 80%, now trailing Thai Airways’ 81% customer satisfaction rating.

“There is a lot at stake when it comes to international air travel,” adds Levine. “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.”

Other airlines in the top 10 include Qatar Airways and British Airways at 77% and Hawaiian Airlines at 76%. Etihad Airways and Virgin Australia (including Virgin Samoa) each scored 74%, while just 64% of passengers were satisfied when flying with low-cost carrier AirAsia X.

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Chris Chamberlin

Chris Chamberlin is the Associate Editor of Executive Traveller and lives by the motto that a journey of a thousand miles begins with a single step, a great latte, a theatre ticket and a glass of wine!

Virgin Australia - Velocity Rewards

19 Mar 2014

Total posts 574

By business travellers, are they refrring to business class or people travelling for business purposes?

Qantas - Qantas Frequent Flyer

29 Sep 2014

Total posts 19

I am pretty sure it is talking about people on business trip because afterwords it says leisure (people going on holidays)

^ Correct. While business travellers often travel in business class, the distinction isn't 'business class travellers' but simply 'business travellers', referring to those travelling for business purposes.

Virgin Australia - Velocity Rewards

19 Mar 2014

Total posts 574

Great. Figured as much but thought worth clarifying. The satsifaction disparity between women and men, across the whole group of business purposes travellers is astounding. If it were just business class, then I would draw a conclussion that a small sample and a few outliers with extremely bad experience skewed the result. But in my travels, I'd say male to female business travel would be near 50%. Or maybe I don't notcie men as much, either way the numbers are alarming!

Qantas - Qantas Frequent Flyer

29 Sep 2014

Total posts 19

Yeah go Qantas!!!

Qantas - Qantas Frequent Flyer

09 May 2011

Total posts 335

It would have to be an absolute last resort to get me on a Virgin Australia aircraft.

Virgin Australia - Velocity Rewards

19 Mar 2014

Total posts 574

Even for domestic? I've long preferred them for domestic, although the thought of sitting in a 738 to Bali and the lack of international network are the bain of my existence!

On the flip side, hard to top a refurbished A332 from Sydney to Melbourne with Qantas. Got it the other day and was praying for circle work so I could finish watching the Imitation Game!

Qantas - Qantas Frequent Flyer

29 Sep 2014

Total posts 19

!! Thankyou!!!! Same hear, I hi five you!!

Air Canada - Aeroplan

28 Apr 2015

Total posts 9

120K miles in the last 12mths mostly with SQ & AC - both ratings well deserved! Hmm, United didn't get a mention. As for QF domestic - a good product but the competition, sheesh! After a few ventures & attempted ventures on Virgin and Jetstar (not by choice in either case) I wonder how hard it is to fly the Sydney/Melbourne route efficiently?


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