Qantas had plunged from being the nation’s 9th most trusted brand to 40th in the December quarter, the polling agency said.
to steal Qantas’ “disillusioned and newly distrusting and disaffected customers” as its chief Alan Joyce plays an increasingly significant role in the brand’s decline, according to Roy Morgan.Bloombergin the December quarter, the polling agency said earlier this week. And, in a webinar on Friday, Roy Morgan chief executive Michele Levine called it the most “dramatic fall from grace” it had recorded “without a singular crisis”.
“The plunge in its net trust score is being driven by a dramatic hit to both its trust and distrust at the same time,” Ms Levine said. “Qantas was hit with a torrent of criticism over cancelled flights, lost luggage, appalling call centre delays, snail’s pace fare refunds and a leadership team that was seemingly out of touch with the horrors faced by thousands of once-loyal passengers.”
“[Qantas’] safety record built up over more than a century has afforded it legendary status. But Australians have now clearly had enough and Qantas’ historical reservoir of goodwill has breached its banks,” she said.“It makes Qantas a fragile brand – a brand that is susceptible to a disruptor or a competitor opportunistically stealing its disillusioned and newly distrusting and disaffected customers.
She pointed to comments from Mr Joyce last week when he acknowledged Qantas’ service was poor at points last year, but said it had worked hard since to improve standards.
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