Several weeks ago Jat Airways announced that it would hand out questionnaires to its passengers onboard. The results are in and the verdict is not bad but there are certain areas, according to passengers, that Jat needs to pay much more attention to.The survey was carried out by Ipsos Strategic Marketing. This is the fifth time Jat has conducted a survey in relation to its ground and onboard product. Other surveys were conducted in 1990, 1996, 2000 and 2001. A total of 2.260 valid questionnaires were submitted. The survey was handed out to passengers on 27 destinations in late September. All passengers over the age of 18 could participate in the survey.
The results show that most passengers chose Jat because it offered a nonstop service to their final destination and because the ticket price was cheap. Only a small percentage of passengers said they chose Jat because of its service quality. When it comes to service, passengers were most satisfied with the reservation and ticketing procedures as well as aircraft cleanliness. Passengers were least satisfied by the airline’s on-time performance, meal quality, comfort and the array of newspapers available. Passengers from Amsterdam, Istanbul, Tivat and Frankfurt were the most satisfied customers. When it comes to the cabin crew, the airline got extremely high marks for professionalism and friendliness. Passengers seem to have no idea that Jat has a frequent flyer program and offers free travel insurance to countries of the European Union.
Overall, Jat received an average mark of 3.9 out 5, with cabin crew triumphing with the highest mark (4.6). A total of 80% of those questioned said they would fly Jat again. Serbian citizens living outside of Serbia gave Jat the highest marks (4.0), while foreign citizens living in Serbia gave Jat the lowest marks (3.6). The survey featured numerous questions, one which even included whether passengers think Jat’s cabin crew is attractive.
Here is a selection of comments passengers left on their survey cards: “You ruined my evening because you were late, I purposely chose Jat to give you a chance but never again”, “I like it that I’m flying on an aircraft fit for a museum”, “Everything smells of nothingness and poorness”. On the other side of the spectrum: “My foreign partners say JAT – Joke About Time, they don’t know how much things have changed”, “The service has been clearly improved compared to several years ago”, “Great meal but a small serving”, “The best pilots in the world”. Recently, Jat announced an overhaul of its onboard product which will be rolled out in the following months.
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