The carrier has fallen significantly behind its major rival, Virgin Australia, on all measures of brand trust, pride, “love”, value and transparency, they show.
Qantas has slumped behind arch-rival Virgin on all measures of brand trust, pride, “love”, value and transparency, damning confidential figures presented to senior managers show, revealing the extent of damage to the airline’s reputation this year.
Ben McGarry, a fund manager at Totus Capital, said Qantas had been “over-earning”. He said improving customer service and replacing an ageing fleet was “going to be expensive and going to impact margins and the capital position and the ability to pay for dividends and buybacks”. The rating for “strong and appealing leader” fell 8.6 percentage points to 58.3 per cent in the 12 months to the end of March.“The crisis is ongoing with RepTrak’s ‘signal’ of a reputation crisis remaining and customer perceptions on key drivers more than 10 points lower than a year ago,” the presentation, also marked confidential, reads.
The airline said that the internal measures had improved since mid-October and the company was now ahead of Virgin on pride and value scores.
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