Airline Customer Perception Survey for Victoria University Students

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. The survey aims to evaluate customer perceptions regarding their chosen carriers, emphasizing the confidentiality of responses for research purposes under the Privacy Act. Section A delves into the respondent's most recent domestic flight experiences, inquiring about flight frequency, airline choice (Qantas, Jet Star, Virgin Australia, Tiger), reasons for selection, travel companions, and flight purpose (business, leisure, etc.). It also assesses the flight experience through attributes like in-flight activities, service quality, and staff performance, using a Likert scale to measure agreement with statements about ticket price, service smoothness, and overall satisfaction. The section further explores the importance of various factors in airline selection, such as reputation, value for money, safety record, and convenience. Finally, it probes perceptions and memorable experiences with both Full Service and Low Cost Airlines. Section B gathers personal information including gender, age group, education level, occupation, marital status, annual income, place of birth, and residential postcode. The survey concludes with an expression of gratitude for the respondent's participation.

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 in regard to 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? ………………………
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 service , good timing----------------------
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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

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)
----------------------------------------------------------
Convenient for full family vacations or with
friends or for long distance journeys.
----------------------------------------------------------
10b. What Perceptions/ Images do you have of ‘Low Cost Airlines’ (e.g. Jetstar, Tiger)
----------------------------------------------------------
Affordable, convenient for frequent travel business and short holidays. Less hassle in booking.
----------------------------------------------------------
11a. Please list THREE most memorable experiences you have had with ‘Full Service Airlines’ (e.g. Qantas,
Virgin Australia)
----------------------------------------------------------
---------------Virgin-------------------------
----------------------------------------------------------
11b. Please list THREE most memorable experiences you have had with ‘Low Cost Airlines’ e.g. Jetstar, Tiger)
----------------------------------------------------------
---------------Jetstar-----------------------------------
----------------------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?
__________business analyst_______________
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?.......2096.............................
THANK YOU FOR YOUR PARTICIPATION