25 NTU Management Review Vol. 31 No. 1 Apr. 2021 4. Research Limitations/Implications Firstly, regarding management practice, the quantitative research results show that customers attach great importance to customer service, which means that service personnel should fully communicate with customers and maintain a good service attitude to improve customer satisfaction. Secondly, for customers with more flying experience with LCCs, the influence of service quality on satisfaction will reduce. Therefore, we suggest LCCs can use various channels to “educate” customers that cheaper ticket prices come at the expense of traditional tangible services, and to encourage those regularly flying with LCCs to post positive online reviews to help prospective LCCs customers obtain more accurate information. Thirdly, through word analysis, we found three aspects that consumers did care about but not listed by TripAdvisor for reviewing, namely, “safety”, “flight punctuality” and “airline image”. Hence, we suggest LCCs pay more attention to improving flight safety, controlling flight punctuality, and enhancing airline image. In terms of research limitations, first, the sampling time of each airline is the same but the number of English reviews of LCCs in different regions is different, which results in unbalanced sample sizes. Future studies will produce more accurate results if researchers can overcome this barrier. Second, we use only TripAdvisor to obtain the message data of customers in this study. We suggest researchers collect reviews from multiple social tourism platforms in the future. Finally, flight distance is another aspect also affects customers' evaluation of service quality. For medium-haul or long-haul flights, passengers may consider more about seat comfort, legroom and food and beverages. Subsequent researchers can collect information of different air routes and compare the service quality that customers care about of different air routes to further understand the strength and weakness of LCCs. 5. Originality/Contribution The academic contributions of this study are as follows: Firstly, we confirm that customer service is the most important aspect affecting customer satisfaction of LCCs, while the tangible services such as seat comfort, food and beverages, legroom and cleanliness of LCCs, have very little impact on customer satisfaction if compared with customer satisfaction of FSCs. Secondly, we also confirm the importance of review involvement in Electronic Word-of-mouth (eWOM) research. Specifically, we find that customers who have higher involvement in online reviews better understand what services
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