A non-additive multiple criteria analysis method for evaluation of airline service quality

Subjective preferences with interactive property are often involved in the evaluation of airline service quality. It may not be possible, however, to correctly evaluate service quality using conventional additive measures. The fuzzy measure, which is a non-additive measure, is more suitable for this situation. Given the presence of arduousness in current fuzzy measure identification and in the calculation of the comprehensive performance values of alternatives in terms of the Choquet integral, this paper proposes the λ_k fuzzy measure and introduces Marichal entropy of the λ_k fuzzy measure to reach a solution. This paper also presents the aggregator Choquet integral with respect to the λ_k fuzzy measure. To verify the method's effectiveness, an application study of the comprehensive performance of 15 US airlines was conducted, using data collected over a 10-year period. Our results show that the proposed method is a suitable multi-criteria analysis method, which can be used to evaluate the performance of airline service quality when man–made interaction phenomena are not existent.     

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.     

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 multiple correspondence cluster analysis to map the competitive position of airlines

Airlines can use market positioning to identify the major strengths and weaknesses of their services. The empirical analysis examines the international airlines operating on the Taipei–Tokyo and Taipei–Osaka routes. The multiple correspondence analysis results illustrate the relative positions of airlines, service attributes, and travelers’ characteristics in a perceptual map. The cluster analysis clearly identifies two groups of airlines that compete on particular services. The findings suggest that each airline can simultaneously adopt strategies to maintain and enhance its current strengths and to strengthen attributes in which it is lacking.     

A novel interval-valued fuzzy MCDM method for improving airlines’ service quality in Chinese cross-strait airlines

This paper presents an effective approach based on combining VIKOR, GRA, and interval-valued fuzzy sets to evaluate service quality of Chinese cross-strait passenger airlines via customer surveys. The proposed approach can enable decision-makers to understand the gaps between alternatives and aspired levels. An empirical study is used to establish a complete service quality evaluation framework for reducing the gaps to achieve the aspired level. Based on the gaps in priorities, it can help an airline to identify its own strengths and weaknesses in specific areas of passenger service to further improve service quality.     

Exploring passenger preferences in airline service attributes: A note

This paper examines passengers' valuations on airline service attributes using stated preference analysis in the direct flight air market between Taiwan and China. An experiment design reflecting the characteristics of low cost airlines is used to collect stated preference data from Taiwanese air passengers. Empirical results reveal not only the implicit values of service attributes but also the preference differences in attributes between business and non-business travelers.     

A combined MCDM model based on DEMATEL and ANP for the selection of airline service quality improvement criteria: A study based on the Taiwanese airline industry

The aim of this study is to select airline service quality improvement criteria for the Taiwanese airline industry. Numerous factors such as low railway prices, the development of high-speed rail, increases in petroleum prices, increases in foreign airline competition, and the recent economic depression have led many airlines in Taiwan to encounter financial difficulties and even closure. Researchers have begun to identify critical service quality improvement criteria with the goal of increasing the competitive advantages of airlines. Most of the selected criteria, however, suffer from a major technical problem: all of the measurement dimensions are independent, leading to inadequate criteria for measuring service quality. Our calculations consider the interrelationships and effects among the evaluation dimensions and criteria to precisely rank and select criteria. The value of this study is that it provides airlines with a direction for measuring and improving their service quality with the goal of developing sustained competitive advantage over the long term.     

A study of the competitiveness of airline cargo services departing from Korea: Focusing on the main export routes

The purpose of this study was to identify the competitive service factors of airlines by rating the views of forwarders in the export market departing from Korea. An Analytic Hierarchy Process was applied to data collected from the officers of the top 50 forwarders in charge of choosing the airlines. The results showed that price appeared to be the most important factor for all routes. Other attributes showed varying degrees of importance, depending on the route. Based on the results, the most competitive airlines were selected for each route and strategic alternatives were proposed for each airline.     

A modified VIKOR multiple-criteria decision method for improving domestic airlines service quality

This study applies a modified VIKOR method to improve service quality among domestic airlines in Taiwan. Our model allows decision-makers to understand the gaps between alternatives and aspired-levels in practice. A large sample is used to establish a complete service quality evaluation framework for reducing the gaps to achieve the aspired-level. We then applied the modified VIKOR method to establish the gaps in priorities between alternatives and aspired-levels. Finally, based on these gaps in priorities, we provide managerial implications to improve different carriers for satisfying the customers’ needs to achieve the aspired-level.     

Recovering costs through price and service differentiation: Accounting for exogenous information on attribute processing strategies in airline choice

The entry of low cost airlines has thrown out a challenge to all airlines to find ways of attracting passengers, through a mix of fare discounting, greater frequency, improved flight times and no-frill's levels of on-board service. These competitive strategies have an impact on cost recovery. As airlines seek business in an increasingly heterogeneous passenger market, a greater understanding of what matters to potential passengers in choosing an airline grows in importance. Traditional studies of passenger airline choice assume that all attributes matter, but some to a lesser extent. What happens to the empirical evidence on willingness to pay when specific attributes are totally ignored by particular passengers? In this paper, we examine the impact of individual-specific attribute processing strategies (APS) on the inclusion/exclusion of attributes on the parameter estimates and behavioural outputs of models of airline service and fare level choice. Modelling practice assumes that whilst respondents may exhibit preference heterogeneity, they employ a homogenous APS with regards to how they process the presence/absence of attributes of stated choice (SC) experiments. We demonstrate how information collected exogenous of the SC experiment on whether respondents either ignored or considered each attribute of the SC task may be used in the estimation process, and how such information may be used to provide outputs that are attribute processing strategies segment specific.     

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.     

Focusing on the big picture while observing the concerns of both managers and passengers in the post-covid era

This study reveals how to improve and define the issues of service quality in the airline sector after the outbreak of COVID-19, to what extent customer needs (important issues) and expectations (expected performances) will differ, and the priorities of airline sector managers in terms of resource allocation, costs, planned strategies, and operational efficiency and effectiveness. It offers a systematic and interactive perspective by simultaneously providing the perspective of both airline managers and passengers by using a new hybrid method, namely Fuzzy Importance, Expected Performance, and Priority Analysis (FIEPA) with VIKOR. This method allows the use of different perspectives of different managers in the analysis, which can be prioritized with different weights. According to the results of the study, in which 449 passengers participated on Twitter, the attributes on which airline managers should focus were determined, having three distinctive characteristics of being important for customers, having high priority according managers, and having low expected performance according customers. Twenty-two attributes related to the service quality of airlines during outbreak periods were classified into three main dimensions as “social distance and hygiene during flight”, “information awareness and concern”, and “infection alert procedure”.     

Cross-cultural perspectives regarding service quality and satisfaction in Chinese cross-strait airlines

Although the same culture and language pertains in Taiwan and the Chinese mainland, perceptions of service quality vary. Here notions of air service quality is examined in terms of passengers’ backgrounds, and especially of those from cross-strait areas based on the perception data of Taiwan travelers and Mainland China travelers. Significant differences are found between cross-strait airlines and Taiwan and Mainland China travelers regarding service attributes.     

Fuzzy importance-performance analysis of visitor satisfaction for theme park: the case of Fantawild Adventure in Taiwan,China

This study presents a quantitative analysis of visitor satisfaction and its relationship with tourism attributes in the Fantawild Adventure Theme Park in Taiwan, China. The study applies a fuzzy method and importance-performance analysis (IPA) to determine the range of impact of various attributes on visitor satisfaction. The weight and logical value of satisfaction were determined by using triangular fuzzy variables. Analysis of 389 visitor surveys identified a complex relationship between satisfaction and the following attributes: recreation experience, park service and management, park environment, guidance information, amusement consumption, and park facilities. Recreation experience is the most significant factor in visitor satisfaction, whereas the attribute of park facilities is the least significant. The fuzzy IPA method is a very useful diagnostic tool for theme park managers, who can use it to identify current problems regarding visitor experiences and then assign priorities to improvement measures for such experiences.     

Quality risk assessment model for airline services concerning Taiwanese airlines

Whereas most studies have focused on elevating the service quality of airlines, few have explored quality risks from the viewpoint of customer dissatisfaction caused by poor service. For this study, we designed a quality risk assessment model that measures quality risk for airline services by integrating the Kano model, degrees of importance and satisfaction, and the failure mode and effects analysis. Data were collected for Taiwanese airlines through a questionnaire. The application of the proposed quality risk assessment model revealed several high-risk services, such as employee service attitudes, the ability of employees to manage customer complaints, the comfort of airplane seats, in-flight snack services, and flight punctuality. Finally, this study presents a discussion on the managerial implications and recommends directions for future research.     

A fully fuzzy network DEA-Range Adjusted Measure model for evaluating airlines efficiency: A case of Iran

Due to the competition among companies, evaluating the performance is one of the most important issues for managers. Data Envelopment Analysis (DEA) - Range Adjusted Measure model (RAM) is one of the non-radial models to evaluate the performance of companies. This paper presents a fully fuzzy network DEA-RAM model for evaluating airlines and extends the network DEA-RAM model in the fully fuzzy framework. First, a network structure is designed for airlines and then, a DEA-RAM model is presented for calculating efficiency scores. To handle uncertainty in data, fully fuzzy approach is considered and finally, a multi-objective network model is proposed to calculate airlines’ efficiencies. To solve the proposed fully fuzzy DEA-RAM model, the lexicographic approach is used and the efficiency scores are reported as interval numbers. To illustrate the capability of the proposed fully fuzzy DEA-RAM model, the actual data of 14 Iranian airlines are gathered and the interval efficiencies of airlines are evaluated.     

Managing valuable Taiwanese airline passengers using knowledge discovery in database techniques

Taiwanese domestic airline passenger loads have declined over the past decade, and the inauguration of the Taiwan high-speed rail service in 2007 has further intensified the competition facing the airlines. Gaining and retaining valuable passengers thus has become essential in maintaining domestic airline profits in the increasingly competitive transportation market. This study develops a knowledge discovery in database process, including the recency, frequency, and monetary model and the C5.0 decision tree. The former is used to assess passenger value, while C5.0 is used to mine demographic, travel behavior, and critical service quality information for valuable passengers. The results identify valuable passenger characteristics that can help Taiwanese airlines maximize their number and retention.     

A new hybrid simulation-based assignment approach for evaluating airlines with multiple service quality criteria

Evaluation of airlines based on service quality criteria can help to improve the processes of airlines, and also can give guidance to travel agencies to provide better choices for passengers and tourists. In this study, a hybrid simulation-based assignment approach is proposed to deal with multi-criteria decision-making problems with a group of decision-makers. A probability distribution is used to model decision-makers’ opinions and constructing a stochastic decision matrix. Then some efficient multi-criteria decision-making methods are utilized for evaluating alternatives in a simulation process. The proposed approach is applied to a problem of evaluation of five airlines with respect to opinions of 58 experts on 28 criteria. The results show the efficiency of the proposed to handle decision-making problems with a large number of experts. Moreover, the evaluation results are more reliable than the other decision-making approaches because of simulating decision-makers’ opinions, using multiple methods and evaluating based on aggregative results.     

Market opportunity analysis and evaluation of the expansion of air transport services across the Taiwan Strait

Air transport services across the Taiwan Strait are rapidly developing. Taiwanese airlines are therefore facing a critical decision as to whether to expand their scheduled services beyond saturated markets. The Taiwanese government is also concerned regarding airline operators' willingness to enter new markets for next-round negotiations concerning traffic rights. This study proposes an Analytic Hierarchy Process (AHP) framework for Taiwanese airlines based on a market opportunity analysis (MOA) to evaluate the determinants of potential service expansion. A novel rank pair-wise comparison (RPC) is used to measure the relative weights among determinants. It is found that service provision for Taiwanese merchants is the most vital factor. Flight quotas and allowed time slots also affect airlines' willingness to expand operations. Other determinants depend on the individual airlines' development background and operating size. This study also evaluates twelve airports in mainland China using grey relational analysis (GRA) to rank the entrant priorities for additional scheduled services.     

The effect of frequent flyer programs: A case study of the Korean airline industry

Frequent flyer programs are important for airlines in Korea in their marketing of services. This paper develops a conceptual model to investigate the effect of such programs by examining the relationships them and, airline service quality, pricing, passenger satisfaction, airline image, and airline selection. Path analysis is used to analyze data collected from Korean international air passengers. The results show that frequent flyer programs have direct and indirect effects on pricing, passenger satisfaction, airline image, and airline selection. In addition, their effects on passengers' selections are significantly different between Korean and foreign airlines.