Understanding Customer Experience and Satisfaction through Airline Passengers’ Online Review

Hyun-Jeong Ban and Hak-Seon Kim
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Hyun-Jeong Ban: School of Hospitality and Tourism Management, Kyungsung University, 309 Suyoungro, Nam-Gu, Busan 48434, Korea
Hak-Seon Kim: School of Hospitality and Tourism Management, Kyungsung University, 309 Suyoungro, Nam-Gu, Busan 48434, Korea

Sustainability, 2019, vol. 11, issue 15, 1-17

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.

Keywords: customer experience; customer satisfaction; online review; skytrax; big data; semantic network analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

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