SAcsi is a self-regulated national benchmark of customer satisfaction with the quality of products and services available to household consumers in South Africa. Founded by a marketing research leader and customer satisfaction expert, Professor Adré Schreuder, and supported by both academia and industry, the SAcsi is the first independent comprehensive national customer satisfaction index with international comparability in South Africa.
The research which was conducted between May and July 2015 is based on telephonic and online interviews with 1,275 participants. It draws on the experiences and perceptions of consumers travelling with various airlines. kulula scored 72.8 out of 100 and once again holds the leadership position, retaining their champion airline status.
The SAcsi model combines three drivers of customer satisfaction: customer expectations, perceived quality and perceived value. In the airline category, customer expectations and perceived quality were on par with the previous year's study, while the overall average for perceived value increased to 71.2. Worth noting, is that kulula was among the airlines that received high scores for perceived value.
The calculated customer satisfaction index is statistically linked to two outcomes: customer complaints and customer loyalty. "kulula is the overall leader in loyalty" says Professor Schreuder. He also commended kulula for scoring high points for customer service: "kulula's staff friendliness and competence has definitely paid off - well done kulula."
"We are thrilled that we have been recognised for excellent customer service for the second consecutive year. We are especially proud of this honour, as our staff are our greatest asset and help us exceed customer satisfaction levels. We constantly strive to improve our passengers' experiences with our brand and we do our best to ensure that their travel experience is hassle free and fun" says, Shaun Pozyn, head of marketing for kulula.com
Relative to the international scores, South Africa's airline industry's score of 69.7 compares with that of the USA, which reported an overall satisfaction score of 71 out 100.
