Singapore Airlines Takes Top Slot in Customer Satisfaction

Korea Times (Seoul, Korea), April 5, 1999 | Go to article overview
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Singapore Airlines Takes Top Slot in Customer Satisfaction


For the second year in a row, Singapore Airlines was named the ``best'' airline in terms of customer service in a survey conducted by the Korea Productivity Center.

The study, called the ``National Customer Satisfaction Index,'' was compiled after a survey team in the first quarter of this year interviewed 200 frequent flyers over age 18 on each of the 32 airlines operating in Korea.

The respondents were asked to rate the airline's performance over four one-way trips within the last year based on the following criteria: ``satisfaction level,'' ``expectation level'' and ``service compared to ideal expectations.''

The model for the study was based on the ``American Customer Satisfaction Index (ACSI)'' designed by the National Quality Research Center (NQRC) of the University of Michigan.

``The purpose of the study is to get direct feedback from consumers who have used the services or products so that manufacturers and businesses can have a valid guide for improvement,'' said Lee Hyun-seok, a representative of the Korea Productivity Center yesterday.

The results of the survey showed that Singapore Airlines was the leader in all three test categories, with domestic airlines -- Korean Air and Asiana -- often trailing far behind.

In the ``customer satisfaction'' category, Singapore scored 77 our of 100 (up three points from 1998) for the top spot. JAL (Japan Airlines) and Asiana rounded out the top three with 70 points (-2 from previous year) and 66 points (-1), respectively. KAL (Korean Air) came in 5th with 60 (-2).

The biggest change in the customer satisfactory section from last year was United Airlines, which jumped 11 points from the previous year, earning 61 points. The airline showed similar improvements in all other categories.

The top three ``winners'' of the ``expectation level'' were Singapore Airlines, JAL and Asiana, with 79 points (+3 from 1998), 77 points (+1) and 75 points (+3), respectively.

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