Abstract
This study was conducted to understand customer experience and satisfaction through airline passengers’ online review. To achieve the purpose of this study, the semantic network analysis was conducted qualitatively by collecting reviews in top 10 airlines selected by Skytrax (airlinequality.com). In addition, this study quantitatively identified the relationship among six evaluation factors (seat comfort, staff, food and beverage (F&B), entertainment, ground service, and value for money), customer satisfaction and recommendation. This study collected 9632 reviews from the Skytrax. Through a CONCOR (CONvergence of iterated CORrelation) analysis, keywords were grouped into six clusters (seat comfort, staff, entertainment, ground service, value for money, and airline brand). Through the linear regression analysis, all evaluation factors except ‘entertainment’ factor significantly had impact on customer satisfaction and recommendation. These results showed that understanding online review can provide both academic implication and practical implication to develop sustainable strategy in the airline industry.
Highlights
Due to fierce competition in the airline industry, the airline company needs to focus on the passenger’s experience and satisfaction [1]
The study conducted three consecutive linear regression analyses to understand the relationship between evaluation factors, customer satisfaction, and recommendations presented on the customer review website
Six clusters derived from qualitative semantic network analysis were very similar to the six evaluation factors that Skytrax is asking customers to evaluate on the website
Summary
Due to fierce competition in the airline industry, the airline company needs to focus on the passenger’s experience and satisfaction [1]. The net profit per airline passenger was decreasing by $10 for 2015, $9 for 2016 and 2017, and it was estimated at only $7.4 for 2018. This is mainly due to intense competition, and airline costs have been rising recently. The major expenses that affect companies in the airline industry are labor, fuel and other maintenance costs. The airline industry continues to be competitive, even though many people are traveling by aircraft. The Internet has created greater price transparency, reducing margins [4]
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