Customer surveys from Ryanair and Southwest Airline passengers were examined to determine their perceptions on customer service for the period of 2012-2013. Southwest Airlines (n=149) was rated significantly higher than Ryanair (n=165) in overall rating (p=.0228), seat comfort (p<.0001), cabin/staff service (p<.0001), and value (p=.0004). Additionally, passengers would recommend Southwest Airlines at a higher rate than Ryanair (p=.0006). Open area comments emphasized that customer service and policies had a large impact on the ratings. Specifically, 53% of Ryanair customers complained about inefficient or unwelcome processes and discourteous or unfriendly service compared to 29% for Southwest Airlines. Ryanair customers complained about check-in procedures, open seating policy, and fees ranging from oversized carry-on bags to fees for printing out boarding passes. The largest area of complaint for Southwest customers concerned how customers were treated for flight delays.
Embry-Riddle Aeronautical University Worldwide Research Symposium
Daytona Beach, FL
Number of Pages
Scholarly Commons Citation
Roberts, D. L., & Griffith, J. C. (2018). A Tale of Two Airlines: A Comparative Case Study of High-Road Versus Low-Road Strategies in Customer Service and Reputation Management. , (). Retrieved from https://commons.erau.edu/publication/965