BMO6630 Business Research - Airline Customer Perception Survey

This document presents a customer perception survey conducted by The College of Business at Victoria University, focusing on both full-service and low-cost airlines operating in the Australian domestic market. The survey aims to evaluate customer perceptions regarding their chosen carriers, covering aspects such as flight experience, service quality, ticket price reasonableness, and overall satisfaction. The questionnaire includes sections on recent flight details, agreement scales on various service attributes, importance ratings of airline features, and open-ended questions about perceptions and memorable experiences with different airline types. Additionally, the survey collects personal information from respondents, including gender, age, education, occupation, marital status, income, place of birth, and residential postcode, ensuring the confidentiality and privacy of the participants. The ultimate goal is to gather valuable insights for educational development and research purposes at Victoria University. The study also includes a verification sheet and a checklist for the survey pilot test.

The College of Business, Victoria University, is conducting a
survey of Full Service and Low Cost Airlines. The aim of this
study is to evaluate customer’s perception about their chosen
carrier. This survey is strictly confidential. All information and
opinions provided will be used for research purposes only and
managed in accordance with the Privacy Act. Thank you for your
time and cooperation in assisting the educational development of
students at Victoria University.
SECTION A: YOUR MOST RECENT DOMESTIC FLIGHT
1. Have you flown domestically in Australia within the past 6
months?
Yes No (Thank you, STOP)
If yes, how many times? …two……………………
2. With which airline did you take your most recent domestic
flight? (Please tick ONE only)
Full Service Airline Low Cost Airline
Qantas Jet Star
Virgin Australia Tiger
3. Why did you select that particular airline?
-------------------good facilities, good service---------------------------
--------------------------------------------------------------------------------
4. Who were you travelling with?
Alone With friends
With your partner/family With a tour group
Other (specify) ……………. ………………..
5. What was the primary purpose of your most recent flight?
(Please, tick only ONE option here)
Business Visiting relatives and friends
Holiday/Leisure Conference
Education Other (Pls specify) ………………
6. With regard to your most recent flight, please rate your level
of experience with each of the following attributes (Please circle
a number from 1 to 5)
1=Extremely low; 5=Extremely high
Indulged in the flight activities 1 2 3 4 5
Enjoyed this flight experience 1 2 3 4 5
Having exciting experience 1 2 3 4 5
Once-in-a-life experience 1 2 3 4 5
Unique experience 1 2 3 4 5
Different from previous flight experience 1 2 3 4 5
Experience something new of In-flight
entertainment facilities 1 2 3 4 5
Impression about the quality of service,
food and beverage 1 2 3 4 5
Impression about staff quality 1 2 3 4 5
Feeling attached to this airline 1 2 3 4 5
7. Please indicate your level of agreement with each of the
following statements with regard to your most recent flight
1=Strongly disagree; 5= Strongly agree
I have always had a good impression of this
airline 1 2 3 4 5
The ticket price of this airline was reasonable. 1 2 3 4 5
Considering the ticket price I paid for the flight,
I believe that the airline offered sufficient
services.
1 2 3 4 5
The service process was smooth and
comfortable
1 2 3 4 5
The check-in service was quick and easy 1 2 3 4 5
The boarding operation was efficient 1 2 3 4 5
The in-flight service satisfied my needs 1 2 3 4 5
The baggage service was reliable 1 2 3 4 5
The employees were courteous and helpful 1 2 3 4 5
The employees always took care of my needs 1 2 3 4 5
I have always had a positive attitude toward
this airline 1 2 3 4 5
I was satisfied with the punctuality of the airline 1 2 3 4 5
The flight schedule met my needs 1 2 3 4 5
I was satisfied with the frequent flyer program 1 2 3 4 5
Overall I was satisfied with this airline 1 2 3 4 5
8. Please indicate your level of agreement with each of the
following statements with regard to your most recent flight
1=Strongly disagree; 5= Strongly agree
I will say positive things about this airline to
others. 1 2 3 4 5
I will strongly recommend this airline to others 1 2 3 4 5
I will consider using the airline myself again in
the future 1 2 3 4 5
I will consider this airline as my first choice for
my next travel
1 2 3 4 5
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9. Please rate each of the following attributes according to their
level of importance to you when selecting an airline
1=Not important at all; 5=Extremely important
Status symbol 1 2 3 4 5
Reputation 1 2 3 4 5
Value for money 1 2 3 4 5
Safety record 1 2 3 4 5
Customer service 1 2 3 4 5
Convenience departure and arrival times 1 2 3 4 5
Modern fleet of aeroplanes 1 2 3 4 5
Quality of food and beverage 1 2 3 4 5
Comfort 1 2 3 4 5
Reliability 1 2 3 4 5
Innovation (latest in-flight entertainment,
facilities, etc.) 1 2 3 4 5
Baggage allowance 1 2 3 4 5
Punctuality 1 2 3 4 5
Efficiency 1 2 3 4 5
Friendly staff 1 2 3 4 5
Baggage allowance 1 2 3 4 5
Ticket flexibility (ease of changing flight without
additional costs) 1 2 3 4 5
Quickness of response to requests/problems 1 2 3 4 5
National identity (status of national carrier) 1 2 3 4 5
External appearance of the airplane 1 2 3 4 5
10a. What Perceptions/ Images do you have of ‘Full Service
Airlines’ (e.g. Qantas, Virgin Australia)
----------------------------------------------------------
-------------Good---------------------------------
----------------------------------------------------------
10b. What Perceptions/ Images do you have of ‘Low Cost
Airlines’ (e.g. Jetstar, Tiger)
----------------------------------------------------------
------------Cheap and bad service------------------------------
----------------------------------------------------------
11a. Please list THREE most memorable experiences you
have had with ‘Full Service Airlines’ (e.g. Qantas, Virgin
Australia)
----------------------------------------------------------
---------------Qantas,virgin-----------
----------------------------------------------------------
11b. Please list THREE most memorable experiences you
have had with ‘Low Cost Airlines’ e.g. Jetstar, Tiger)
----------------------------------------------------------
-------------Tiger-----------------------------------
----------------------------------------------------------
SECTION B YOUR PERSONAL INFORMATION
12. Your gender
Male Female
13. Your age group
18-20 31-40 51-60
21-30 41-50 over 60
14. Your highest level of educational qualification?
Leaving Certificate/
Year 10/ 11
Bachelor degree
HSC/ VCE Master or Doctoral degree
Diploma Other………….
15. Your current occupation?
____Businessman____________________
16. Marital status
Single de-facto
Single with children divorced/ separated
Married with children widowed
Married without
children
Other (Pls specify)……
-------------------------------
17. Your annual combined household income
60,000 AUD or less 120,001-180,000 AUD
60,001-120,000 AUD More than 180,000 AUD
18. Your place of birth
.....Sydney........................................................
19. Your residential postcode?................2042....................
THANK YOU FOR YOUR PARTICIPATION
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