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Article
A Tale of Two Airlines: A Comparative Case Study of High-Road Versus Low-Road Strategies in Customer Service and Reputation Management
Publications
  • Donna L. Roberts, Embry-Riddle Aeronautical University
  • John C. Griffith, Embry-Riddle Aeronautical University
Submitting Campus
Worldwide
Department
STEM Education
Document Type
Poster
Publication/Presentation Date
5-1-2018
Abstract/Description

Customer surveys from Ryanair and Southwest Airline passengers were examined to determine their perceptions on customer service for the period of 2012-2013. Southwest Airlines (n=149) was rated significantly higher than Ryanair (n=165) in overall rating (p=.0228), seat comfort (p<.0001), cabin/staff service (p<.0001), and value (p=.0004). Additionally, passengers would recommend Southwest Airlines at a higher rate than Ryanair (p=.0006). Open area comments emphasized that customer service and policies had a large impact on the ratings. Specifically, 53% of Ryanair customers complained about inefficient or unwelcome processes and discourteous or unfriendly service compared to 29% for Southwest Airlines. Ryanair customers complained about check-in procedures, open seating policy, and fees ranging from oversized carry-on bags to fees for printing out boarding passes. The largest area of complaint for Southwest customers concerned how customers were treated for flight delays.

Location
Daytona Beach, FL
Number of Pages
1
Citation Information
Donna L. Roberts and John C. Griffith. "A Tale of Two Airlines: A Comparative Case Study of High-Road Versus Low-Road Strategies in Customer Service and Reputation Management" (2018)
Available at: http://works.bepress.com/donna-roberts/19/