YouGov - Brandindex - BA declines from 44.1 to 32.5 in a year
Nov 7, 2017, 7:44 am
#1
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YouGov - Brandindex - BA declines from 44.1 to 32.5 in a year
The market research company You Guv, has published a white paper today saying the perception of BA among Domestic, short, mid and long haul travelers has been badly damaged in the last 12 months. Catering and the IT meltdown are named as the main cause, however strikes and negative media coverage are also highlighted as a factor.
t said the airline's 'impression score' on YouGov BrandIndex has declined significantly and its 'quality score' fell from 44.1 in August 2016 to 32.5 today.
"In addition to the negative media coverage, the airline is being tested elsewhere, too. Its dual position as both a short-haul carrier, up against the likes of easyJet and Ryanair, and a long-haul one - where its main competition comes from the likes of Virgin Atlantic and Emirates - places BA in two highly competitive markets," says the report.
"Perceptions of BA's quality and value have declined at a faster rate than long-haul rivals Emirates and Virgin Atlantic and has fallen further than United, even in the face of its various public relations mis-steps in the past year."
While BA's brand perception has suffered, low-cost rivals Ryanair and easyJet have performed better.
"Ryanair has improved on both measures over the last year, although as the data is based on a yearly rolling average the full impact of its recent pilot problems will not yet have been fully measured," says the report.
The report stressed that BA is still the highest rated airline in the UK according to many metrics and that 87% who flew with BA in the last 12 months were satisfied with their experience, higher than both Emirates (84%) and Ryanair (77%) but slightly lower than easyJet (88%).
But it said satisfaction does not necessarily translate into customer advocacy or loyalty.
Oh dear Mr Cruz and team.
t said the airline's 'impression score' on YouGov BrandIndex has declined significantly and its 'quality score' fell from 44.1 in August 2016 to 32.5 today.
"In addition to the negative media coverage, the airline is being tested elsewhere, too. Its dual position as both a short-haul carrier, up against the likes of easyJet and Ryanair, and a long-haul one - where its main competition comes from the likes of Virgin Atlantic and Emirates - places BA in two highly competitive markets," says the report.
"Perceptions of BA's quality and value have declined at a faster rate than long-haul rivals Emirates and Virgin Atlantic and has fallen further than United, even in the face of its various public relations mis-steps in the past year."
While BA's brand perception has suffered, low-cost rivals Ryanair and easyJet have performed better.
"Ryanair has improved on both measures over the last year, although as the data is based on a yearly rolling average the full impact of its recent pilot problems will not yet have been fully measured," says the report.
The report stressed that BA is still the highest rated airline in the UK according to many metrics and that 87% who flew with BA in the last 12 months were satisfied with their experience, higher than both Emirates (84%) and Ryanair (77%) but slightly lower than easyJet (88%).
But it said satisfaction does not necessarily translate into customer advocacy or loyalty.
Oh dear Mr Cruz and team.
Nov 7, 2017, 8:47 am
#2
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For those unaware of YouGov, here's a bit about their Brandindex polling:
https://yougov.co.uk/find-solutions/brandindex/
https://yougov.co.uk/find-solutions/brandindex/
YouGov:
Tracking the public perception of brands across the world everyday. Want to find out what the world thinks about your brand? BrandIndex is the authoritative measure of brand perception, monitoring thousands of brands across dozens of sectors.
We interview thousands of consumers every day, yielding over 2.5 million interviews a year. BrandIndex operates at the national and international levels, allowing you to track brand perception in just one country, compare across multiple countries or monitor a global picture.
Our data is updated daily and instantly available to you through the BrandIndex reporting tool. This makes it easy for you to keep an eye on your brand’s health and immediately act on any changes in perception. BrandIndex provides the critical insights that are necessary for fast and informed decision-making.
Tracking the public perception of brands across the world everyday. Want to find out what the world thinks about your brand? BrandIndex is the authoritative measure of brand perception, monitoring thousands of brands across dozens of sectors.
We interview thousands of consumers every day, yielding over 2.5 million interviews a year. BrandIndex operates at the national and international levels, allowing you to track brand perception in just one country, compare across multiple countries or monitor a global picture.
Our data is updated daily and instantly available to you through the BrandIndex reporting tool. This makes it easy for you to keep an eye on your brand’s health and immediately act on any changes in perception. BrandIndex provides the critical insights that are necessary for fast and informed decision-making.
Nov 7, 2017, 8:51 am
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For those unaware of YouGov, here's a bit about their Brandindex polling:
https://yougov.co.uk/find-solutions/brandindex/
https://yougov.co.uk/find-solutions/brandindex/
Nov 8, 2017, 4:23 am
#7
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Posts: 5,252
Not a surprise. As has been noted by others and myself, the fact that BA has not included NPS (which IAG last year designated as a key 'non-financial performance indicator in 2017') in any release or document for quite a few months suggests it has taken a serious hit recently.
Particularly amusing that both Aer Lingus and Iberia NPS ratings were discussed in the Capital Markets Day presentation, without any reference to BA's.
Particularly amusing that both Aer Lingus and Iberia NPS ratings were discussed in the Capital Markets Day presentation, without any reference to BA's.