The overall evaluation of SEA by the stakeholders interviewed (who were asked to express their opinion on a scale of 1-10) is very positive and the general average of opinions has increased on previous surveys. The best evaluations were expressed by the categories of shareholders, suppliers, bank and financial community and Non-Aviation Customers. Less enthusiastic though nonetheless positive and on the rise are the opinions of aviation customers and social partners.
Trends in SEA stakeholder opinions
| Stakeholder | 2018 | 2015 | 2014 |
|---|---|---|---|
| Suppliers | 7.9 | 7.5 | 7.1 |
| Aviation Clients | 7 | 6.5 | 6.7 |
| Non-Aviation Clients | 7.8 | 7.2 | 6.9 |
| Control Authorities | 7.8 | 6.9 | 6.9 |
| Banking/financial world | 7.8 | 7.6 | 7.1 |
| Shareholders | 8 | - | - |
| Society/Region | 7.4 | 7.0 | 6.2 |
| General media | 7.6 | 7.0 | 6.6 |
Source: Doxa, Survey of SEA Group stakeholders 2014
Marketing Problem Solving, Survey of SEA Group stakeholders 2015, 2018
Stakeholders’ perception of SEA as an ever-evolving company has remained considerable over time, as has their positive opinion of the direction of such change.
Perception of change within SEA
| 2018 | 2015 | 2014 | |
|---|---|---|---|
| It has changed* | 62% | 68% | 68% |
| It has remained the same* | 24% | 30% | 30% |
| It has changed for the better** | 94% | 80% | 65% |
| It has changed for the worse** | 4% | 15% | 33% |
*Base: Total sample (78)
**Based on those who perceive change (48)
Source: Doxa, Survey of SEA Group stakeholders 2014
Marketing Problem Solving, Survey of SEA Group stakeholders 2015, 2018
The evaluation of the relationship with SEA remains very positive (86% of the sample judged it constructive and useful), while the percentage of stakeholders who expressed a negative evaluation dropped compared to previous years.
Overall evaluation of the relationship with SEA
| 2018 | 2015 | 2014 | |
|---|---|---|---|
| Constructive | 59% | 55% | 41% |
| Useful | 27% | 30% | 37% |
| Not useful | 3% | 2% | 7% |
| Disorganised | 4% | 12% | 5% |
Source: Doxa, Survey of SEA Group stakeholders 2014
Marketing Problem Solving, Survey of SEA Group stakeholders 2015, 2018
The level of confidence expressed by stakeholders in SEA is very high and increased further compared to previous years (90% of the sample stated strong/sufficient confidence).
Level of confidence in SEA
| 2018 | 2015 | 2014 | |
|---|---|---|---|
| Very confident | 50% | 39% | 21% |
| Sufficiently confident | 40% | 47% | 65% |
| Not very confident | 4% | 13% | 13% |
| No confidence | 1% | 1% | 1% |
Source: Doxa, Survey of SEA Group stakeholders 2014
Marketing Problem Solving, Survey of SEA Group stakeholders 2015, 2018