The survey was carried out in August 2009 by MaRS Monitoring and Research Systems Private Limited among 1330 fliers, each of whom had taken at least four flights in the past one year. The sample was spread across 10 towns - Delhi, Lucknow, Kolkata, Guwahati, Mumbai, Pune, Ahmedabad, Chennai, Bangalore and Hyderabad. To measure the overall customer satisfaction towards various airlines in the Indian skies today, certain specific service quality parameters were considered, which were further broken down into multiple service and quality attributes.

The primary service quality dimensions that formed the basis of this survey are:

• Flying experience - This includes aspects such as quality of landing and take-off, feeling of safety, physical appearance, perceived quality of maintenance etc.
• Airport baggage services - This consists of different aspects of baggage handling, including efficiency, assistance provided by the airline staff, care taken etc.
  
• Arrival service - Three parameters taken into account were assistance from crew in arrival
  lounge, time taken to get baggage and waiting time for bus in the aircraft
  
• Cabin crew - Four attributes considered included language diction and clarity, professionalism, responsiveness, and courteous/friendly service
  
• Check-in process - Seven attributes were considered under this, including all aspects of checking in, as well as grooming and behavior of the check-in crew
  
• In-Cabin Experience - This included five attributes that were taken into account, including cleanliness,
  temperature and comfort
  
• General approach to customers - This was measured by combining three attributes i.e., customer
  friendliness, efficiency and innovativeness
  
• Reservations experience - This was measured by combining accessibility, overall experience in call
  centre transaction,staff courtesy, and staff efficiency
  
• Complaint handling - This included aspects such as the way the complaint was handled, and the
  time taken to sort out the complaint

Here’s an overview of how SpiceJet fared in each of these parameters.

Among the low fare airlines, SpiceJet remains the undisputed leader in providing a wholesome flying experience to its passengers. It is preceded by Kingfisher Airlines, and followed by Jet Airways, the only full service carriers in the survey, apart from Indian (Air India).

In-cabin customer satisfaction was measured on the following parameters:

• Cabin Cleanliness
• Cabin Temperature
• Seating Comfort
• Tray/Seat Cleanliness
• Washroom Cleanliness

As with the previous category, SpiceJet leads the pack among its low fare competitors in providing the best in-cabin experience in the Indian skies.

Cabin crew efficacy was measured on the following parameters:

• Language Skills: Fluency and Diction
• Professionalism
• Responsiveness
• Service, Courtesy and Friendliness

The top three in this segment were clearly way ahead of others. Jet, Kingfisher and SpiceJet occupy the top three positions respectively. It is notable that SpiceJet, as the leader in the low fare category, lags behind the full service carriers by a very narrow margin.

SpiceJet is placed third in the overall ranking, first among the low fare carriers, and just below the leaders in the full service category, Kingfisher and Jet. The efficiency of the check-in process was evaluated on the following parameters:

• Check-in Crew Appearance & Grooming
• Check-in Crew Service & Warmth
• Assistance in Loading/Unloading Baggage
• Baggage Screening Time & Efficiency
• Care Taken in Baggage Handling
• Check-in Crew Appearance & Grooming
• Check-in Crew Service & Warmth
• Flight Delay Handling
• On-time Arrival & Departure
• Overall Experience in Checking-in
• Time Taken For Check-in – Time spent at the check-in counter
• Waiting Time at Queue – Time Spent in the queue at the check-in counter

Reservations experience satisfaction ratings were obtained on three factors - accessibility, staff efficiency and staff courtesy. Though Kingfisher leads the overall ratings, SpiceJet is positioned among the leaders in the low fare segment. Customer Satisfaction was measured on:

• Accessibility
• Overall Experience in Reservations Transaction
• Staff Courtesy
• Staff Efficiency

It is noteworthy that in terms of accessibility, SpiceJet is ranked second only to Kingfisher.

Handling complaints and customer angst properly can be a distinguishing factor in customer satisfaction. It can also make or mar the airline’s image. As they say, a satisfied customer might talk to one person, but a dissatisfied customer will talk to forty. It is to our credit that we have been ranked at the very top when it comes to handling complaints and feedback.

Customer Satisfaction was measured on the following parameters:

• Person Who Sorted Out The Problem
• Way Your Complaint was Handled
• Time Taken to Sort out Complaint

The customer approach was measured by combining three attributes i.e., customer friendliness, efficiency and innovativeness. While Kingfisher does
take the top rank, SpiceJet occupies the second slot, ousting Jet Airways.

Customer satisfaction for airport baggage services was measured on the following parameters:

• Assistance provided in loading and unloading of the baggage
• Baggage screening – time and efficiency
• Care taken in baggage handling

While Kingfisher maintains its position at the top of the charts, SpiceJet occupies the second position here with only a fine margin separating it from the leader.

Arrival services form the final point of interaction between the airline and the customer. It is also the last chance to make a lasting impression on the customer. In this survey, airline arrival services were evaluated on the following parameters:

• Assistance from Crew in Arrival Lounge
• Assistance provided in loading and unloading of the baggage
• Baggage screening - time and efficiency
• Delay in Baggage Clearance on Arrival
• Waiting Time inside the Aircraft for the Bus
• Care taken in baggage handling

As is evident from the graphic, SpiceJet is placed second to Kingfisher and significantly, above Jet Airways, with there being minimal differentials between
it and the leader.

As the results of the HT-MaRS survey have shown, SpiceJet ranks higher than its competitors in the low fare space in almost each of the parameters. This is a further acknowledgment of our continuing commitment towards our passengers.