Passengers’ Perceptions and Satisfaction with Digital Technology Adopted by Airlines during COVID-19 Pandemic

Abstract

Airlines’ major adoption of digital technology during the COVID-19 crisis may have changed how customers experience the services and may affect passengers’ perceptions compared to the past. However, there is a lack of studies systematically examining the adoption of new technology in the airline industry from a passenger satisfaction-centric perspective. This study investigates passengers’ perceptions and satisfaction with digital technology adoption by airlines during the COVID-19 pandemic. An online questionnaire survey was conducted to examine Chinese passengers’ perceptions and satisfaction with 11 digital technology-based services offered by airlines. A total of 365 valid responses were analyzed using ANOVA tests and stepwise multiple linear regression analysis. The analysis indicates that most passengers have a positive attitude towards airlines’ new technology adoption. In the final selected regression model, six technologies offered by the airlines are statistically significant and have impacted passenger satisfaction. They are artificial intelligence (AI) customer service, e-luggage tag, cleaning robot, ultraviolet light and antimicrobial cabin cleaning, an app-controlled in-flight entertainment system, and e-library. The facial recognition service, digital documentation and AI Customer service are the least favorable among the 11 technologies offered by the airlines. There is an opportunity for airlines to improve these services further to gain the trust of the passengers.