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Airline Customer Satisfaction Analysis using Social Media Sentiment Evaluation: Full Service Carriers vs. Low Cost Carriers

소셜 미디어 감성평가를 활용한 항공사 고객만족도 분석 - 대형항공사와 저비용항공사 비교연구

  • Lee, Ju-Yang (Division of Tourism, Baekseok Culture University) ;
  • Jang, Phil-Sik (Dept. of Information & Logistics, Sehan University)
  • 이주양 (백석문화대학교 관광학부) ;
  • 장필식 (세한대학교 정보물류학과)
  • Received : 2017.05.03
  • Accepted : 2017.06.20
  • Published : 2017.06.28

Abstract

This study investigates customer satisfaction with full service carriers (FSC) and low cost carriers (LCC) using social media sentiment evaluation. From 2008 to 2016, a total of 77,591 tweets about two FSC and six LCC were aggregated and classified as per airline choice factors. Sentiment evaluation was employed to assess customer satisfaction by three appraisers. The results showed that customer satisfaction with LCC was significantly higher (p<0.001) compared to FSC. Furthermore, overall customer satisfaction with both FSC and LCC has been facing a consistent downward trend since the last seven years. The results also highlighted low customer satisfaction with respect to booking and flight operation factors, and a steep decline in customer satisfaction across booking, onboard services, and marketing factors for FSC. The results of this study have practical implications for the airline industry, which can use this quantitative data to improve customer satisfaction with FSC and LCC.

Keywords

Full Service Carriers;Low Cost Carriers;Customer Satisfaction;Social Media;Sentiment Evaluation

Acknowledgement

Supported by : 세한대학교

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