Abstract
We introduce a new importance-performance analysis (IPA) methodology while making use of direct service experience perceptions represented by online reviews with numerical ratings. The proposed IPA, which we call the text analytics-based IPA (TAIPA), allows the real-time calculation of importance using the probability distribution of word frequency via the latent Dirichlet allocation (LDA) application to online reviews, and of performance using numerical rating values. The importance is also adjusted with the help of a sentiment analysis of online reviews to provide more precise measurements for service experience perceptions. To ensure an evaluation of the entire service process, we employ service encounters, in which service experiences occur and thus most customer perceptions are created, as a set of attributes composed of LDA topics that contain direct perceptions of service experiences. We investigate statistical correlations between TAIPA calculations and typical benchmarks of firm performance in the air-transport industry to verify how effective the proposed TAIPA is with respect to the degree that customer satisfaction is represented. As a primary result, TAIPA is more effective than comparison targets in that it shows stronger correlations with firm performance. TAIPA is specialized in determining which service step (i.e., a one-to-one relationship with a service encounter) needs to be improved. Moreover, TAIPA is flexible in considering multiple competitors.
Highlights
Over the last few decades, airline service providers have struggled to produce sustainable profits under varied forms of unfavorable conditions [1,2]
Before matching the pairs of importance adjusted by sentiment and performance for attributes in the grid, we examine where the sentiment score adjustment has been effective to lessen the statistical dependency by analyzing the statistical correlations between pairs
The proposed text analytics-based IPA (TAIPA) in this paper is designed to achieve this aim while utilizing direct service experience perceptions represented by online reviews with numerical ratings
Summary
Over the last few decades, airline service providers have struggled to produce sustainable profits under varied forms of unfavorable conditions [1,2]. The level of competition within the industry has continued to intensify since the establishment of open skies agreements [4,5] To survive in such a hostile and competitive business environment, it is paramount in airline marketing and operational strategies to better understand passenger needs for service satisfaction more quickly than competitors for the following reasons [1,2]. A survey-based IPA frequently fails to elicit exact customer experience perceptions because the questionnaire is composed of a series of identical questions designed by researchers, and it is limited in its ability to capture different customer characteristics [13]. There has been a strong tendency in research to measure service quality and customer satisfaction using multiple innovative methods rather than using typical questionnaire forms (e.g., [14,15,16,17,18])
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