East African Airlines lead the Continent With Strongest Customer Satisfaction, Study Finds

East African Airlines lead the Continent With Strongest Customer Satisfaction, Study Finds File Photo

Press Release: East African airlines lead the continent with strongest customer satisfaction, study finds

Sabre study for African Airlines Association member carriers revealed compelling global growth opportunities for East African carriers.

Nairobi, Kenya and Southlake, Texas, August 17, 2017– East African carriers, such as Ethiopian Airlines, RwandAir and Kenya Airways, are scoring significantly more for customer satisfaction and loyalty ratings among their frequent flyers than carriers in the rest of Africa – and well above the global average.

The findings were revealed in a Net Promoter Score (NPS) study that global technology provider, Sabre Corporation (NASDAQ: SABR), conducted for a group of African airlines.

The study looked into strength of brand, customer satisfaction and loyalty within African Airlines Association (AFRAA) member airlines from North, East, West and Southern Africa. Widely recognized and used by more than 35 percent of global consumer-facing companies, the study identifies areas impacting on customer satisfaction and awards a score of between -100 and 100.

Key findings of the study:

- Average Net Promoter Score of all participating African carriers was 2.4

- The highest-scoring region was East Africa with an average score of 10.6

- The lowest was North Africa with -12.15

- This ranks carriers in the East of the continent in similar region to many European and American airlines, which scored an average of 5.9 and 16 respectively in recent Sabre NPS studies

Scores above 0 are considered good, and above 50, excellent. The industry average for airlines is 0[1]. Overall, regions rank as follows:

“Despite economic, political and societal challenges in Africa, airlines – particularly in the East – have invested in customer experience, satisfaction and loyalty to cultivate a positive brand reputation among travelers,” said Dino Gelmetti, Vice President, EMEA, Airline Solutions, Sabre.

“This has worked well for them and now the focus is on unlocking more profits by investing in the latest customer experience technology and benchmarking their service levels against the world’s best carriers; everyone from the CEO to the gate agent must demonstrate a consistent, customer-centric approach. Air travel on the continent is expected to increase by as much as 24% after the pan-African passport is rolled out in 2018, so there’s no better time to be investing for future success.”

Each airline’s travelers were asked how satisfied they were on a scale of 1-10 with factors across four key areas – brand, customer effort, in-flight and customer service. They were then asked how important each of these attributes were to them. Satisfaction was then measured against importance to identify where airlines were not meeting customer expectations.

The study found that the highest-ranking attribute among passengers of African airlines was the quality of service from cabin crew. Areas that received the lowest scores centered on customer effort – including check-in, ease of booking ancillaries and website experience.

“We are committed to helping our airlines tap into an increased demand for travel services in the continent, and have been able to set a clear path for growth by partnering with Sabre on this study”, said Dr. Elijah Chingosho, AFRAA Secretary General.

“By following Sabre’s recommendations to become more customer centric, African airlines can achieve greater profitability through increased customer loyalty. This will then help them to win business from their international rivals.”

The study was the first of its kind performed in the region. It aimed to help African carriers identify how to improve in order to compete with global rivals and increase revenue. Studies by Sabre have previously found that globally on average, a +/- 1 point shift in NPS is equivalent to approximately $10-$13 million in revenue.  

Tagged as:

Latest news, Business, East African Airlines

RELATED CATEGORYMore

0 Views Comments

Louvres Hotel Group,Signed Its 3rd Hotel In Ethiopia

Louvres Hotel Group, number one hotel group in East Africa, signed its 3rd hotel in Ethiopia, pursuing the expansion of an ambitious network covering sub-Saharan

0 Views Comments

Is Safaricom Entering the Ethiopian Market?

Safaricom has denied reports of the company entering into the Ethiopian market. The Kenyan telco had been said to be gearing up for its first venture

0 Views Comments

Ethiopian Airlines Digitalized All Business Processes

Flying even more greener; Ethiopian Airlines Group, the largest airline in Africa, is pleased to announce that it has fully digitalized all its business processes

MOST WATCHED MOVIESMore

0 Views Comments

Yale Bal

Watch The Ethiopian Movie Yale Bal

MOST WATCHED VIDEOSMore

0 Views Comments

A Glimpse at EBS Tv's 2009 New Year Special Show: Dawit Nega - Wezamey (ወዛመይ) / Live Performance

A Glimpse at EBS Tv's 2009 New Year Special Show: Dawit Nega - Wezamey (ወዛመይ) / Live Performance 

0 Views Comments

A Glimpse at EBS Tv's 2009 New Year Special Show: Henok Mehari/ Live

A Glimpse at EBS Tv's 2009 New Year Special Show: Henok Mehari/ Live

0 Views Comments

A Glimpse at EBS Tv's 2009 New Year Special Show: Gezachew Teshome (Ney Mela) / Live Performance

A Glimpse at EBS Tv's 2009 New Year Special Show: Gezachew Teshome (Ney Mela) / Live Performance

0 Views Comments

A Glimpse at EBS Tv's 2009 New Year Special Show: Yared Negu Live/ Yemerkato Arada

A Glimpse at EBS Tv's 2009 New Year Special Show: Yared Negu Live/ Yemerkato Arada

MOST READ NEWSMore

0 Views Comments

Communication and Connectivity: Ethiopian ‘Immersion Lab’ in Woodbury Prepares to Wrap up Proposals

The Immersion Lab program aimed to help community leaders and Ethiopian residents identify their needs and formulate their own solutions. By Maureen McMullen (Woodbury Bulletin) | Improved

0 Views Comments

Clinton (Washington) Residents Raise $800,000 for Clean Water in Ethiopia

Tim and Harriet Arnold of Clinton, WA will be traveling to Ethiopia to see their charitable efforts materialize. They’ve led an effort to construct a

0 Views Comments

‘Torn’ Between Ethiopia and Israel: Second Generation Takes the Stage

At Jaffa Theatre, two Ethiopian-Israeli actresses dramatize inner conflict of children of immigrants, who, unlike their parents, aren’t so quiet By Yair Ashkenazi (Haaretz) | In the

0 Views Comments

Ethiopia Trip Offers Encounters with Rare Animals

Glimpses of endangered and unusual wildlife, such as the Abyssinian red wolf and big-headed mole rat, highlight an adventure through the varied landscape of Bale

0 Views Comments

Ethiopians Feleke & Tadese join Frankfurt Marathon Field

Feyse Tadese of Ethiopia (photo: IAAF.org)Ethiopians Getu Feleke and Feyse Tadese will start as the fastest runners in their respective fields at the Mainova Frankfurt

0 Views Comments

Reflection on the Launch of TSEHAI’s Harriet Tubman Press Inaugural Book

Loyola Marymount University and TSEHAI Publishers have officially launched the Harriet Tubman Press, a new source for African-American literature and academic works. By Rachel Mullens (BLARB)

What's next