This academic research case demonstrates Hung’s ability to design a customer survey, interpret quantitative data, and translate service-quality findings into practical marketing and customer-experience recommendations.
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Academic case
Consumer Insights (High Distinction)
High Distinction
A customer satisfaction and service performance research project for VietJet Air, built from survey data across the passenger journey.
VietJet performs acceptably on functional/tangible delivery, but reliability perception is weakened by late departures, unclear delay explanations, and weak issue handling.
- 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.
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.
- 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.
- 27-page consumer insight report
- Survey-backed customer profile and service performance analysis
- Recommendations for reliability, delay communication, service recovery, and segmentation
- Received High Distinction.
- Demonstrates the ability to turn quantitative research into actionable brand and service recommendations.
Evidence & Files
Images, file names, and Drive links for deeper review.
Academic PDF
Consumer Insights (High Distinction)
Main research report covering passenger profile, satisfaction findings, service-quality gaps, and recommendations for VietJet Air.
Open Drive fileQuestionnaire PDF
Consumer Insight Questionnaire (High Distinction)
Supporting questionnaire file showing how the survey was structured to collect customer perception and service-experience data.
Open Drive fileMore Work
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