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A Tale Of Two Airlines: A Comparative Case Study Of High-Road Versus Low-Road Strategies In Customer Service And Reputation Management, Donna L. Roberts Ph.D., John C. Griffith Ph.D.
A Tale Of Two Airlines: A Comparative Case Study Of High-Road Versus Low-Road Strategies In Customer Service And Reputation Management, Donna L. Roberts Ph.D., John C. Griffith Ph.D.
John Griffith
Does customer service - good or bad - really matter? 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 …