JetBlue ranks first among low-cost carriers

People and processes, not peanuts and pillows, make a difference when it comes to satisfying airline passengers, according to J.D. Power and Associates' 2006 North America Airline Satisfaction Study released recently.

During a period of major cost-cutting, increasing ticket prices and overbooked flights, the study finds that airlines focusing on their people and processes have higher passenger satisfaction.

“All of the airlines are struggling operationally, but that doesn’t mean that passengers have to suffer too,” said Linda Hirneise, executive director of the travel practice at J.D. Power and Associates. “The airlines that have high passenger satisfaction have two things in common: They have processes in place to ensure a consistent, positive travel experience, and they have the right people working for them, who make the flying experience a pleasurable one for their passengers.”

The study is based on responses from 9,334 passengers who flew on a major North American airline between January and May 2006. Overall customer satisfaction is measured based on performance in seven factors (in order of importance): cost and fees; flight crew; in-flight services; check-in; boarding/deplaning/baggage; aircraft; and flight reservation. The study finds that “process” factors, such as check-in, how passengers board the plane and how baggage is delivered at the destination; and “people” factors, such as hiring the right people and training and enabling them to be successful, are what differentiate carriers in the eyes of passengers.

“The highest ranked airline in each segment demonstrate that serving the customer has its rewards, and acts as a model for those who aspire to excellence,” said Tom Henricks, president, Aviation Week.

JetBlue Airways ranks highest in customer satisfaction among low-cost carriers—defined as airlines that operate single-cabin aircraft with typically low fares. JetBlue receives top ratings across all seven customer satisfaction factors, but performs particularly well in those factors pertaining to people and processes. JetBlue achieves an overall satisfaction index score of 820 of a possible 1,000 points—81 points above the segment average. Southwest Airlines follows JetBlue in the low-cost airlines rankings.

“JetBlue is true to its business model, in which it promises its passengers a comfortable seat with a television monitor, peanuts and service with a smile,” Hirneise said.  “They’ve never offered services such as in-flight meals, but they make up for it with amenities passengers truly value and with their service.” (CONTINUE...)