Examining online ratings and customer satisfaction in airlines

Abstract

ABSTRACTIn the intensely competitive environment, customer satisfaction has become the key focus of airlines to help them retain existing customers and enhance opportunities of attracting new customers. The present study focuses on understanding the importance of various attributes that impact passenger satisfaction based on online ratings from TripAdvisor for India. In doing this, we differentiate between the type of passenger (based on nationality) and type of airline (low cost and full service). Results indicate that service and value for money attributes are the most important factors influencing customer satisfaction in India. Further based on the type of passenger and type of airline, results vary significantly. Our study has implications for managers to help them focus on employing their scarce resources better to retain their competitive position in the Indian market.