Abstract
In recent years, various methods have been developed which enable organisations to collect information on customer sentiments, perceptions, and demands. However, these methods do not provide practical guidance for utilising this information to offer superior products and services to their customers. Given this oversight, the current study proposes a new method for identifying the strengths and weaknesses of products or services by using language-processing software on product reviews. We use an online review site, Skytrax, to collect user reviews related to economy class flights for four airlines. We then analyse the language inherent in these reviews to identify the strengths and weaknesses of each airline. The results of the analyses may assist in reconciling discrepancies between customer expectations and their perceptions of products or services.
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