Aviation customer viewpoint

SEA's reputation ranking and the quality of its relationships regarding Aviation customer stakeholders are the result of a survey performed by Marketing Problem Solving (MPS), a leading market research institute, in January 2015. From a panel of 171 external stakeholders, 35 airlines were interviewed.

Quality of the relationship

66% of Aviation clients interviewed stated on average to having contact with a SEA Manager on 5 occasions during the year. 80% of airlines considers their relationship with SEA constructive/useful and 74% confirms that they are very confident or confident enough in the company.

The opinion expressed in terms of management quality was also good, with particular reference to competence and openness/availability.

SEA management evaluation (scale 1-5)

SEA management evaluation (scale 1-5)

Source: Marketing Problem Solving, Survey of SEA Group stakeholders 2015

In the opinion of the carriers the most significant assessment regards the differentiation of tariffs between the two airports of Linate and Malpensa. The airlines expressed their not complete conviction with the alignment of the two Milan airport's operating standards with the European average, both for services to carriers and services for passengers and strong doubts on the possibility of harmonious pre-existant between the two airports of Linate and Malpensa, decisively expressing the need for intervention limiting the operations of the former.

Relations with SEA evaluation (scale 1-5)

Relations with SEA evaluation (scale 1-5)

Source: Marketing Problem Solving, Survey of SEA Group stakeholders 2015

Reputational assessment of SEA

Most of the sample of carriers interviewed by MPS (60%) resulted in an overall positive opinion towards SEA (on a scale with 1-10 value) corresponding to the values 7 and 8.

Overall 83% of the airlines involved in the survey expressed an above average opinion. The average score was 6.5. 69% of the sample perceived a change in SEA in recent years and 75% considered it a positive sign.

On a scale of 1 to 10 how would you evaluate SEA? (% of votes)

On a scale of 1 to 10 how would you evaluate SEA? (% of votes)

Source: Marketing Problem Solving, Survey of SEA Group stakeholders 2015

The evaluation of the central identity characteristics of SEA

SEA's identity, as perceived by its Aviation customers, is positively characterised by reliability and soundness and propensity towards a socially responsible conduct. The airlines however considered a degree of bureaucracy in the operating manager and business approach, which at certain times appeared monopolistic.

Perceived characteristics of the company

Perceived characteristics of the company

Source: Marketing Problem Solving, Survey of SEA Group stakeholders 2015

Evaluation of the distinguishing features of SEA

Aviation customers consider SEA an important guide for growth for the territory, a company which has personnel with a good professional background, oriented towards dialogue and collaboration and with interacts with respect towards its counterparts. SEA's leadership in the airport sector, the company's propensity to continuously search for new development opportunities and its environmental responsibility were also recognised.

Evaluation of the distinguishing features of SEA (scale 1-5)

Evaluation of the distinguishing features of SEA (scale 1-5)

Source: Marketing Problem Solving, Survey of SEA Group stakeholders 2015