22 The Moderating Effect of Review Involvement on the Relationship between Low-Cost Carriers Service Quality and Customer Satisfaction The Moderating Effect of Review Involvement on the Relationship between Low-Cost Carriers Service Quality and Customer Satisfaction Jia-Jen Ni, Department of Applied Japanese, Chihlee University of Technology Yi-Hsuan Li, Department of Business Administration, National Taiwan University of Science and Technology Tom M. Y. Lin, Department of Business Administration, National Taiwan University of Science and Technology 1. Purpose/Objective Low-cost Carriers (LCCs) attract potential customers with relatively cheaper ticket prices, thus the low airfare has become one of the important factors when choosing to fly with a particular LCC. However, in this emerging business model, there are also other factors that will affect customer satisfaction and deserve further discussion. The business model of LCCs is different from that of Full Service Carriers (FSCs). Customers who regularly comment on or make suggestions to airline service quality are more likely also experienced travelers and have many flight experiences. Nevertheless, past studies has not discussed yet whether these experienced customers have more moderate or stricter perception on service quality of LCCs. With the advent of the we-media era, experienced customers now can actively share their own travel experiences through social tourism websites such as TripAdvisor and Booking.com. These websites hence become vastly important sources from which other customers obtain information before traveling. Online reviews have also become vastly important sources for related business enterprises because of the hidden messages and relatively authentic contents within huge data. Prior studies regarding the impact of service quality of LCCs on customer satisfaction mostly use questionnaire survey but collect only limited samples. Therefore, this study uses data mining instead and aims to collect a large number of customers’ online opinions which will help us understand whether the impact of customers’ perceived service quality of LCCs on their satisfaction is different from that of the Full Service Carriers (FSCs). In addition, this study also discusses whether the degree of online “review involvement” of customers affects the relationship between the service quality and satisfaction of LCCs. Finally, to identify what are the important service items to the customers, we conduct word analysis through data mining technique to group the service
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