Ni, J. J., Li, Y. H., and Lin, Y.. M. T. 2021. The Moderating Effect of Review Involvement on the Relationship between Low-Cost Carriers Service Quality and Customer Satisfaction. NTU Management Review, 31 (1): 1-34. https://doi.org/10.6226/NTUMR.202104_31(1).0001
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
Abstract
Low-cost Carriers (LCCs), as an emerging operating model in commercial aviation, offer low ticket prices at the expense of limited services to attract customers who are particularly concerned about the price. Past studies have used LCCs as examples to understand the impact of service quality on customer satisfaction. In this study, we first apply data mining technology to collect and extract contents of customers' online reviews on LCCs from the TripAdvisor website, then we add the "review involvement" variable to understand how it interferes with service quality and customer satisfaction. We collect a total of 17,490 English reviews and the results show that "customer service", "value for money", and "check-in and boarding" are the three aspects that have high impacts on customer satisfaction. The adding variable "review involvement" has an obvious moderating effect on service quality and customer satisfaction. Moreover, we conduct a qualitative study and find other service quality variables those customer would concern about Low-cost Carriers. Finally, this study also proposes managerial implications as suggestions for aviation operators to better understand what their potential customers care about and to improve their business strategies.
Keywords
Low-cost carriers (LCCs)online reviewsdata miningservice quality