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Perceptions of Consumers in the Airline Industry Using a Qualitative Data Analysis Methodology: An Applied Research under an International Orientation

Author

Listed:
  • David Rimbo
  • Rocky Nagoya
  • Ikin Solihin
  • Jorge Mongay

Abstract

Greater digital connectivity, improved practical functionalities of internet and website interface, and the wide embrace of the social-media lifestyle, have induced higher level of activism and participation by the consumer class, as evidenced by the more frequent posting of online customers’ reviews. The textual and qualitative features of online customer reviews can be effectively reviewed and analyzed through the application of robust qualitative data mining methodology and text statistics. Qualitative Data analysis methodology (QDA) greatly helps with the technical steps for the codification, interpretative analysis, hypothesis testing, and predictive iterations. This research uses this methodology and proceeds with an in-depth analysis of N=1222 written reviews to explain the most common complaints of passengers under an international and comparative approach of two airlines in Asia. The conclusions and results of the research are in line with other quantitative research done by (Messner & Wolfang, 2016) stating that Food and Beverages, In-flight entertainment and the quality of the seats in the encounter stage of the service should be the major concerns of today´s airlines.

Suggested Citation

  • David Rimbo & Rocky Nagoya & Ikin Solihin & Jorge Mongay, 2017. "Perceptions of Consumers in the Airline Industry Using a Qualitative Data Analysis Methodology: An Applied Research under an International Orientation," International Business Research, Canadian Center of Science and Education, vol. 10(5), pages 22-28, May.
    • Handle: RePEc:ibn:ibrjnl:v:10:y:2017:i:5:p:22-28
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    References listed on IDEAS

    as
    1. Jorge Mongay, 2016. "Perceptions of consumers in the financial industry under a qualitative data analysis methodology," International Journal of Trade and Global Markets, Inderscience Enterprises Ltd, vol. 9(1), pages 33-44.
    2. Jennifer Gippel, 2015. "Masters of the Universe1: What top finance academics say about the ‘state of the field’," Australian Journal of Management, Australian School of Business, vol. 40(3), pages 538-556, August.
    3. Karsten Mackensen & Uta Wille, 1999. "Qualitative Text Analysis Supported by Conceptual Data Systems," Quality & Quantity: International Journal of Methodology, Springer, vol. 33(2), pages 135-156, May.
    4. Messner, Wolfgang, 2016. "The impact of an aircraft's service environment on perceptions of in-flight food quality," Journal of Air Transport Management, Elsevier, vol. 53(C), pages 123-130.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    customer reviews; airline industry; qualitative data analysis; QDA; CAQDAS; qualitative research; experiential analysis;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

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