Asymmetric effect of airline customer opinions for service quality attributes : text mining approach

The purpose of this study is to identify airline asymmetric attributes that affect customer satisfaction based on the three-factor theory and to build an Asymmetric Impact-Sentiment Analysis (AISA) for resource allocation prioritization. We identified food and beverage service as a basic factor; inflight service as a one-dimensional factor; and seat comfort, ground service, and airline seat class as attractive factors. AISA analysis results showed that food and beverage services should be prevented from falling into customer dissatisfaction through Urgent Action (cell II), and in-flight services should be improved continuously to increase satisfaction (cell IV). Low-priority improvement is required for seat comfort, which is an attractive factor (cell VI), and strong maintenance is required for ground service and airline seat class as strength factors (cell V). The first contribution, the asymmetric relationship between customer opinions for service attributes and satisfaction, was verified. Second, this paper extended the IPA to the text mining-based asymmetric AISA.