Marketing

Big data

Service (business)

Service provider

Customer advocacy

Data mining

Computer science

Structural equation modeling

Business

Customer retention

Service quality

Advertising

Low-cost carrier

Consumer satisfaction

Machine learning

Customer satisfaction

Journal of Retailing and Consumer Services

Given that the global airline industry is considered one of the most competitive markets, numerous attempts have been made to explore strategies for success in this industry. Among these, improving customers’ perceived satisfaction is an important topic for airline service providers. Thus, the current study investigates the potential determinants of customers’ perceived satisfaction with airline services through a close examination of their feedback on these services. A sentiment analysis is conducted on a dataset comprising feedback from more than 133,000 customers. Applying the structural equation modeling method in the proposed research model reveals that customers’ affective values have notable effects on their satisfaction with airline services. Moreover, notable statistical differences in customer groups exist between low-cost carrier and full-service carrier services. The current study presents both managerial and practical implications.

Determinants of customer satisfaction with airline services: An analysis of customer feedback big data