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UAE Airlines Outperform Rivals in Service Quality
DUBAI - Emirates and Etihad Airways have outperformed their rivals British Airways, Air France and Qatar Airways in a service quality benchmarking report.
Ethos Consultancy, the customer service consultancy firm, has conducted a study covering a comprehensive list of service quality criteria, which captures customer satisfaction at all key customer touch points throughout a typical flight experience.
“The airline industry has never been tougher or more unforgiving, margins are paper-thin and airlines need to strive for continuous improvement by focusing on delivering consistently high levels of customer service that extend beyond in-flight service. We conducted this study to provide a window into the service quality levels of airlines during one of their busiest and most competitive periods — December and January,” Barry Judge, Director of Marketing at Ethos Consultancy, said.
This study analyses the customer experience from flight booking all the way through to check-in, baggage drop, boarding, plane conditions, in flight services such as food and beverage, entertainment and shopping, right through to disembarkation and final baggage claim.
A total of seven international airlines were included in this study. Criteria for inclusion included departure and return from either Dubai or Abu Dhabi in economy class with the flight being no shorter than six hours. A total of 14 flight experiences were measured with all flights taking place during the 2009-2010 Christmas and New Year period.
With only 0.8 per cent difference between the two UAE airlines, Emirates placed first overall scoring 92.3 per cent, followed by very marginally by Abu Dhabi-based Etihad Airways who scored 91.5 per cent. Swiss Air came in third with 86.6 per cent, British Airways placed fourth with 84.3 per cent, Virgin Atlantic placed fifth with 79.8 per cent, followed by Air France at 72.3 per cent and finally Qatar Airways placed last with 71.5 per cent.
“Both Emirates and Etihad have performed very well and should be content with their service quality performance during a very busy period, however their reports were far from perfect. There is certainly room for improvement and consistency moving forward,” Judge said.
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