FIPIA with information entropy: A new hybrid method to assess airline service quality

This study proposes “FIPIA with information entropy” as a new, hybrid method to assess airline service quality by identifying the most important priorities for airline passengers and producing recommendations to airline management for optimal resource allocation to improve service quality and customer satisfaction. The proposed method is an improvement over IPA, IPIA and FIPA methods, through the introduction of information entropy and fuzzy logic to the analysis of importance, performance and impact dimensions of airline service quality to improve interpretability and actionability of analysis results. This study also offers airline managers a list of what they should improve in resource allocation in order to increase service quality considering customer satisfaction and create value by managing the relational capital more effectively. The new hybrid method was field-tested by administering a 26-item questionnaire to passengers of a major airline operator, analyzing the responses using the Importance-Performance-Impact Analysis (IPIA) method, fuzzy logic and information entropy. The analysis revealed four main dimensions of airline service quality, namely reliability, assurance, tangibles, empathy and responsiveness with 17 constituent attributes. The case study revealed that (1) resource allocation was adequate only on four attributes; (2) seven service quality attributes were identified as needing further management focus on resource allocation; (3) six service quality attributes received more resources than necessary which should be shifted to other attributes; (4) dimensions of reliability and tangibles needed more focus than others. The proposed hybrid method of FIPIA with information entropy can be employed for any industry where service quality depends on multiple attributes.     

The good,the bad,and the ugly: 30 years of US airline deregulation

The US airline industry was deregulated in 1978 and has undergone significant changes in industry structure, profitability, employment, passenger volume, and patterns of service and fares, among other characteristics. This paper sets out to make three contributions to the literature as related to the story of airline deregulation. First, discussion of economic theory will provide the context for an updated overview of the positive, negative, and really negative results of US airline deregulation, summarized in the form of “the good”, “the bad”, and “the ugly”. Second, this paper provides a periodization of the 30-year history of US airline deregulation that is important in understanding the cycles of change as reflected in the industry’s financial performance and other relevant data. Third, this paper contributes to the renewed debate about the efficacy of deregulation and liberalization policies, particularly at a time when the global financial crisis has cast a harsh spotlight on the (un)desirability of these policies. Some of the good results during the 30 years of airline deregulation, from the industry and consumer perspective, include higher passenger volumes, more service to the most popular destinations, and lower fares on average. Bad results include financial and employment instability, diminution in the quality of airline service overall, and fewer flights and higher fares to smaller places. The recent 2000–2005 period has been particularly ugly, as the airline industry has lost over $30 billion, and several high-profile carriers, such as United, Delta, Northwest, and US Airways, were forced into bankruptcy.     

A voice in the skies: Listening to airline passenger preferences

This study aims to identify the impact levels and priorities in the service expectations that passengers have when identifying a preferred airline. The results are based on probabilities and impacts, and can help airlines to accurately understand the preference criteria of their passengers. The priorities of the passengers may differ according to the airline chosen; therefore, the probabilities shown in this study can inform senior airline managers about the passenger perspective. This study uses the Stochastic Multicriteria Acceptability Analysis-2 (SMAA-2) method. SMAA-2 identifies the priorities and impact levels of passengers’ expectations on airline selection, and the ranking of alternative firms according to the probability. According to the obtained results, Airline 3 (AF₃) is the most preferred airline with the highest confidence rate. This airline operates based on a low-cost model that allows passengers to choose additional services for additional charges. The passenger expectations that have the highest impact on the preference when selecting an airline are 1) ticket prices, 2) punctuality, and 3) booking convenience. Free in-flight food and beverages, the variety and quality of the food and beverages, and voyager miles programs for loyal customers are found to have no impact on the ranking of airlines. The expectations identified by the passengers in this study are related to the outcome quality dimension, with services dominated by flexible features. The findings of this study define the passenger as a rational decision maker who is price sensitive.     

Text mining approach to explore dimensions of airline customer satisfaction using online customer reviews

The airline industry operates in a highly competitive market, in which achieving and maintaining a high level of passenger satisfaction is seen as a key competitive advantage. This study presents a novel framework for measuring customer satisfaction in the airline industry. Using text mining methods we explore Online Customer Reviews (OCRs) to provide guidelines for airlines companies to improve in competitiveness. We analyze a database of more than 55,000 OCRs, covering over 400 airlines and passengers from 170 countries. Using a Latent Dirichlet Allocation model we identified 27 dimensions of satisfaction described by 882 adjectives. Dimensions and adjectives were used to predict airline recommendation by customers, resulting in an accuracy of 79.95%. The most relevant dimensions for airlines' recommendation prediction were calculated. OCRs were stratified according to several variables. Of those, type of passenger impacted the least on the number of dimensions of customer satisfaction, while type of cabin flown impacted the most. Observing results in different publication years we showed airline customer trends through time. Our method showed sensitiveness to identify variations in dimensions distribution according to different passenger characteristics and preferences. Practical implications are that airline service providers aiming at maximizing customer satisfaction should focus their efforts on (i) customer service to first class passengers, (ii) comfort to premium economy passengers, and (iii) checking luggage and waiting time to economy class travelers. Regression analysis revealed cabin staff, onboard service and value for money as top three dimensions of satisfaction to predict the recommendation of airlines. Designing services that excel in those dimensions is likely to improve the company's performance with customers.     

Expectations and perceptions in airline services: An analysis using weighted SERVQUAL scores

This study measures airline service quality based on data collected at a Turkish airline using SERVQUAL scores weighted by loadings derived from factor analysis. The results demonstrated that “responsiveness” dimension is the most important, while “availability” is the least important element of quality. Passengers’ educational level is an important variable affecting their expectations and perceptions. Additionally, passengers’ gap scores significantly differed by their educational level, frequency of flight, and flight purposes.     

The influence of tourists' expectations on purchase intention: Linking marketing strategy for low-cost airlines

Drawing on an integrated framework of marketing strategy, this study develops and tests a novel perspective for low-cost airline tourists that explicates the critical attributes of service quality through which Corporate Reputation (CR) and Word of Mouth (WOM) are associated with purchase intention. The study also examines the buffering role of empathy in tourists' purchase decision making processes. In a sample of 535 international and domestic tourists, this study found service quality to be related to increased purchase intention by boosting tourists' positive evaluations for airlines' corporate reputations and word of mouth received from other tourists. Additionally, the results demonstrated a positive correlation quality of service and WOM, depending on tourists' levels of empathy. Specifically, they suggested that WOM was positively related to purchase intention when high levels of empathy from tourists were perceived for the low-cost airline.     

Exploring different nationality perceptions of airport service quality

In order to attain a sustainable competitive advantage, airports should strive to enhance multicultural passenger satisfaction through the provision of high quality services. The purpose of the current study is to determine the specific service quality components that can lead to increased traveler satisfaction in an international airport environment, and to evaluate the degree to which passenger perceptions of airport facilities, as well as levels of satisfaction, vary according to different nationalities. In order to achieve this objective, this paper examines the equivalence of service quality and satisfaction measures by applying the Rasch modelling technique. Airport service quality is found to be comprised of three distinct dimensions, namely “Servicescape and Image”, “Signage” and ”Services” and significant differences with service quality perceptions are exhibited among travelers of different nationalities. Overall, the results highlight the need to assess scale equivalence across different nationalities.     

Examining airline service quality from a process perspective

Airline service is composed of a set of processes. Passengers may have distinct expectations at different stages of the service chain. In this study, air travel was divided into ground and in-flight service stages. We first examined the gap between passengers’ service expectations and actual service received and the gaps associated with passenger service expectations and the perceptions of these expectations by frontline managers and employees of a Taiwanese airline. Next, importance–performance analysis was used to construct service attribute evaluation maps to identify areas for improvement. Results revealed that these gaps did exist and passengers were more concerned about the responsiveness and assurance dimensions from airline frontline staff. The tangibles dimension was considered more important when evaluating in-flight service quality than when evaluating ground service quality.     

Air deregulation in China and its impact on airline competition 1994–2012

China’s air transportation has experienced rapid growth and major reforms in the past three decades, some of which have been partially successful and are still ongoing today. The paper aims to analyze China’s air deregulation experience over the last two decades and its impact on airline competition from a geographical perspective. After the establishment of the “Big Three” in 2002, the paper reveals that there has been a trade-off between the extent of deregulation and airline competition in China because the central government has tended to strengthen the “Big Three” rather than totally open the market to private and locally owned airlines. The paper uses each airline group as the basic unit of analysis and reveals that (1) the air market has been more concentrated in the “Big Three” as a result of the process of air deregulation; (2) airline competition in over two thirds of the airports and one half of the routes has increased in the last 18 years, but the core airports and trunk routes are chiefly dominated by the “Big Three”. The peripheral airports and thin routes have been operated by private and locally owned airlines; and (3) regionally, airline competition has occurred in most airports of the eastern region, and it is more intense than in the central and western regions. But even here, competition in the eastern region has however decreased in 1994–2012. The three main contributions of the paper are: (1) the use of two measures of competition in the airline market; (2) the analysis of the historical evolution of competition; and (3) an understanding the role of the geography of competition in the Chinese airline market.     

Aviation infrastructure performance and airline cost: a statistical cost estimation approach

The relationship between the performance of the US National Airspace System (NAS) and airline costs is examined by estimating airline cost functions that include NAS performance metrics as arguments, using quarterly data for 10 US domestic airlines. Performance metrics that vary by airline and quarter are developed by applying principal component analysis to seven underlying variables, including average delay, delay variance, and the proportion of flights that is cancelled. This analysis reveals that variation in the seven variables can be adequately captured by three or fewer factors, which we term NAS performance factors. If three factors are used, they can be interpretted as “delay”, “variability”, and “disruption”, the latter two of which are merged into a single “irregularity” factor in the two-factor model. Cost function estimation results confirm the anticipated link between NAS performance and airline cost. In the cost models with two and three performance factors, the irregularity and disruption factors are found to have the strongest cost impacts. These results challenge the prevailing assumption that delay reduction is the most important benefit from NAS enhancements. Using the estimated cost models, we predict airline cost savings from substantially improved NAS performance in the range $1–4 billion annually.     

Evaluation of passenger satisfaction with service quality: A consecutive method applied to the airline industry

Passengers' dissatisfaction with service quality is one of the crucial factors affecting the market share loss of airlines. This study aims to find out how airlines become capable of satisfying their passengers by considering the diversity of pre-purchase expectations. Therefore, the study proposes a novel model for clustering air passengers to identify passengers with similar expectations. Thus, the passengers' expectations of the service quality attributes in each cluster were measured and converted into quantitative degrees of customer satisfaction by applying the Kano model. Finally, Importance-Satisfaction Analysis (ISA) was employed to finding that which service quality indicators fall into the “Keep up the proper work”,” Concentrate here”,” Possible overkill”, and “Low priority” category for eliciting applicable marketing strategies.     

Using analytic network process to measure the determinants of low cost carriers purchase intentions: A comparison of potential and current customers

The goal of this study is to use the analytic network process (ANP) approach to develop an evaluation model which prioritized the relative weights of determinants of low cost carriers (LCCs) purchase intentions between potential and current customers. A field study with 96 potential customers and 84 current customers of LCCs was performed. The results found some similarities and differences between potential and current customers with regard to the determinants of LCCs purchase intentions. With respect to the final weights of these determinants, both customer groups considered “reliability and image” to be the important factor that affects their intentions to purchase LCCs. Additionally, “price and convenience” received a higher weighting by potential customers, while current customers emphasized the importance of “employee services”. The evaluation model and the results obtained using it provide a valuable reference for LCC managers who are seeking to facilitate effective customer relationship management.     

Are they telling the truth? Revealing hidden traits of satisfaction with a public bike-sharing service

Public bike-sharing systems (BSSs) are an emerging mode of transportation introduced by municipalities to solve congestion problems in metropolitan areas, especially when integrated with other types of transportation. In the last years, the number of public bike-sharing services has been constantly on the rise all over the world, and generally the overall satisfaction with them is high. However, satisfaction with public services is driven by mechanisms that can differ from those in the private sector. It is important to establish to what extent a high satisfaction is genuine or simply ephemeral. Even “old” public services (like public transportation) become “gold” when accompanied by the introduction of new technologies. In this paper we analyze this phenomenon using data from a satisfaction web-survey conducted among customers of the public BSS “BikeMi” in Milan, Italy, in a period when mobile technologies have been introduced to speed up the service. On analyzing the responses to satisfaction questions using simple summary statistics, the level of satisfaction resulted very high. However, our aim was to look for potential “darker” sides of the service by detecting possible hidden satisfaction components. For this purpose, we used the Nonlinear Principal Components Analysis, which is particularly powerful in this context. A simple textual analysis was also performed as a validating test. Results from our analysis indicated that satisfaction is flawed by a set of factors like the mechanics of the bikes, the picking and dropping system, and the apps used to organize the service. Less concern was detected for more general aspects of the service.     

Evaluating frequent flyer programs from the air passengers' perspective

Frequent flyer programs are used as a common strategy in the airline industry. They can be defined as a service quality attribute that consists of some redemption of free flight miles and can determines the selection of airlines. It has been argued that they can act as an entry barrier, but limited attention has been paid to assessing the impact of this strategy on passengers’ perceptions of service. They are generally part of broad airline service quality parameters and thus can creates dilemmas for airline managers, passengers and regulators regarding their added value, costs and competitive effects on industrial organization.     

Airline frequent flyer programs: equity and attractiveness

The scheme of a frequent flyer program describes how travelers accumulate and redeem their frequent flyer miles in the program, and determines the amount of benefits travelers can receive from the program (e.g., number of free trips). In the US, there are three basic types of frequent flyer program schemes (standard, discount, and non-mileage schemes). This paper investigates, by type of traveler, which scheme is most (or least) attractive to customers, so that each airline can select the most appropriate (or attractive) scheme for its target audience. The study results imply that the “non-mileage” scheme may be most attractive to travelers with low average trip miles (flown miles per trip), while the “standard” scheme may be most attractive to travelers with high average trip miles.     

How airline service quality determines the quantity of repurchase intention - Mediate and moderate effects of brand quality and perceived value

Drawing on an integrated framework of service quality theory, this study develops and demonstrates a mediation-moderation model of airline service quality that influences the repurchase intentions of passengers. This model associates service quality with individual behavioral and perception—brand awareness and perceived values and examines the buffering role of brand attractiveness and experience in the decision-making processes. In a sample of 451 passengers, somewhat as expected, airline service quality enhances the positive effect of repurchase intention on airline company service because it fosters a positive link between brand awareness and perceived value. Unsurprisingly, brand attractiveness and memorable brand experiences are found to strengthen the positive effect of brand awareness and perceived value. Several alternative models were used to check the robustness of our findings. Patterns of moderated mediation modeling for theoretical and empirical implications are discussed.     

Exogenous shocks and managerial preparedness: A study of U.S. airlines’ environmental scanning before the onset of the COVID-19 pandemic

Managerial preparedness is a constant concern for firm stakeholders. This concern is exacerbated during times of immense stress brought about by exogenous shocks. In this paper, we analyze the preparedness of U.S. commercial airline management teams to the largest systematic exogenous shock to date, namely the COVID-19 pandemic in 2019 and 2020. We do this by underpinning the paper with theory on environmental scanning and managerial dysfunction and then documenting the signals and actions of management around multiple public health scares. These include the SARS outbreak, the Swine Flu outbreak and the COVID-19 outbreak. Our results, based off of corporate filings with the SEC, is that airline management had multiple “dry runs” before the COVID-19 outbreak that should have lead them to prepare for financially catastrophic scenarios such as the one observed in 2020. Instead, management teams failed to learn from these, and other, prior shocks. Instead, they focused on other, less serious threats while diffusing their financial buffers through dividends and share buybacks.     

A cross cultural investigation of airlines service quality through integration of Servqual and the Kano model

This paper examines the service quality attributes of airlines with regard to their effect on customer satisfaction in a cross-cultural context. The applicability of a modified Servqual instrument as a means of measuring customers' perceptions and expectations is explored using respondents from USA and Turkey. The study is unique as it integrates the Servqual scale and the Kano model in a complementary way. The findings reveal that the Servqual gap scores are negative in both USA and Turkey, in all areas of service quality, indicating that customers' perceptions fall far short of their expectations. For the Kano model, it is demonstrated that the general structure of the scale is the same for both countries. However, the two countries differ in certain service quality attributes as far as prioritization. This has implications for the formulation of airline marketing strategies. While some degree of standardization is necessary for certain service elements, especially if the airline is catering for the international market, there are certain service attributes that should be designed to meet local needs and expectations.     

Customer satisfaction and loyalty in supply chain: the role of communication

Communication between buyers and sellers is central to the supply chain philosophy. Further, the trend toward more detailed customer demands has made it even more important for firms to solicit input and feedback from their customers in order to better tailor their offerings to customer needs. Previous research suggests a strong linkage between customer satisfaction and customer loyalty. Highly satisfied customers are more loyal than less satisfied customers. Thus, it was hypothesized that firms proactively seeking information from customers should realize a “pay off” in terms of more satisfied and, subsequently, more loyal customers. A survey of buyers in the personal products industry was used to examine three methods of listening to customers. Frequency of vendor meetings with customers, formalized contact through the solicitation of feedback and/or conducting surveys, and personal visits by senior vendor managers were found to be related to customer satisfaction as well as customer loyalty.     

Examining a hybrid model for e-satisfaction and e-loyalty to e-ticketing on airline websites

In the air transportation industry, web-based marketing has already been widely applied to service frequent customers as well as to attract new ones. The importance of attracting new customers and keeping existing ones loyal to e-ticketing on airline websites is crucial. Accordingly, this study proposes an integrated model for evaluating the effectiveness of airlines' websites from a customer point of view. This model is based on the three perspectives of the marketing mix 4Ps, E-SERVQUAL and Expectancy Disconfirmation Theory. E-marketing and E-SERVQUAL features are divided into three dimensions, specifically information, system and service disconfirmations. The methodology was applied based on Structural Equation Modeling (SEM) and was administered to online customers who carry out e-ticketing via an airline website. The results show that customer disconfirmations have a positive significant impact on overall customer e-satisfaction. The significance of this relationship was more considerable in the service dimension of e-marketing, as well as the system dimensions of E-SERVQUAL and e-marketing. Moreover, overall e-satisfaction was found to mediate the relationship between customer disconfirmations and consumer e-loyalty.