23 NTU Management Review Vol. 31 No. 1 Apr. 2021 factors mostly concerned by the customers. 2. Design/Methodology/Approach In this study, we choose TripAdvisor.com as our data source and extract the data using Python. We select samples from the top-10 airlines that have won the 2018 Skytrax Award for the Best Low-cost Airline in the world, and collect a total of 17,490 English reviews about these LCCs dating from 31 May 2016 to 24 August 2018. The extracted contents include “the name of airline”, “the reviewers’ levels”, “dates of reviews”, “the overall rating of satisfaction”, etc.; and the eight aspects for rating the service quality: (1) seat comfort; (2) customer service; (3) cleanliness; (4) food and beverages; (5) legroom; (6) in-flight entertainment; (7) value for money; and (8) check-in and boarding. Besides, we use the contribution level on TripAdvisor to represents the level of “review involvement”. The higher level of the contribution level indicates the more reviews he/she has posted on TripAdvisor, that means the reviewers’ credibility (Baek, Ahn, and Choi, 2012), experience and professional knowledge (Liu and Park, 2015; Zhou and Guo, 2017). Zhao, Xu, and Wang (2019) used this contribution level as “review involvement”, thus in this study, we also use this contribution level to measure the “review involvement”, and as a moderator to evaluate the theoretical model in this study. To explore different dimensions when consumers consider about service quality, we also use “feature selection” technique to extract important words/phrases that are influential to the consumers’ “emotion scores” from the collected reviews. Based on Siering, Deokar, and Janze (2018), we divide the airline services into three major aspects, namely, “the core service concept”, “the augmented service concept” and “other concepts”, and classify those extracted important words into these three categories. 3. Findings In terms of the effect of service quality on satisfaction, it is consistent with the expected hypothesis that all eight aspects of service quality will positively affect and improve customer satisfaction. We find that the high-to-low degree of influence of these eight aspects is as follows: customer service, value for money, check-in and boarding, seat comfortable, food and beverages, legroom, in-flight entertainment, and cleanliness. Specifically, what customers evaluate the most is “customer service,” which means that customers concern about their interaction with airline employees a lot and hopefully in return these employees will understand and give more attention to their needs. The
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