Airline Satisfaction Survey

The Leventer Group, a Latin American research company with offices in Mexico and Argentina, has published a report with findings about customer satisfaction in regards to airlines serving Mexico.  The report covers seven airlines: five are Mexican-based companies; two are American-based carriers with extensive operations in Mexico.

The survey’s report is sub-headed into groups such as “performance by attribute” and “emotional triggers” including a measure entitled “emotional bond”, which is defined as “percentage of customers’ heart that has been conquered by an airline as a consequence of its ability to be associated to six emotional dimensions: warmth, empathy, justice, trust, interest in the customer and pride”.

Notwithstanding the notion that (a percentage of) one’s heart may be conquered by a corporation is perhaps more akin to heart disease than heart-felt sincerity, the figures reveal that many of the 870 or so people surveyed rated Volaris and Interjet quite highly.  Both companies operate low-cost Mexican airlines offering affordable flights connecting Mexican cities on routes previously monopolized by Aeromexico and Mexicana.   One therefore might conclude that conquering a lesser percentage of a customer’s wallet is likely to attract a larger percentage of that same customer’s value perception.

Volaris and Interjet also rated highest overall in this survey, followed by Mexicana, Continental and Aeromexico.  The remarkable result is that Aviacsa, a regional Mexican airline that scored low throughout the report’s findings, beat American Airlines—one of the world’s premier airlines with more Latin American routes than any other US carrier.   With a net satisfaction of score -18 and a net recommendation score of -11, it would appear that hearts are being broken in spades at AA.

You can download a copy of the Leventer Group report here.

See Also: Air Travel in Mexico