Translate a large passenger survey into a clear service-performance story that helps the airline see where its low-cost model works and where customer trust weakens.
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University Course Projects
Consumer Insights (High Distinction)
A customer satisfaction and service performance research project for VietJet Air, built from survey data across the passenger journey.
Highresult signalAcademic casework typeMarket researchmain skill
VietJet performs acceptably on functional/tangible delivery, but reliability perception is weakened by late departures, unclear delay explanations, and weak issue handling.
- Separated the analysis into customer demographics, tangible service features, and intangible service quality.
- Used frequency analysis, one-sample t-tests, ANOVA, and regression to connect passenger perception with service performance.
- Turned statistical findings into practical recommendations around reliability, communication, staff training, and segmentation.
473 respondents in the quantitative survey sample.
25-34 is the largest customer group at 37.6%; 18-34 customers account for more than half of respondents.
Eco Class dominates at 74.4%, confirming a price-sensitive customer base.
Leisure is the top travel purpose at 50.9%, followed by visiting family or friends at 31.2%.
Delay explanations score 3.25/7 and departure reliability scores 3.27/7, both below the expected midpoint.
Cabin crew issue handling scores 3.28/7, while respectful treatment and responsiveness perform above 4.6/7.
Received High Distinction. Demonstrates the ability to turn quantitative research into actionable brand and service recommendations.