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Uncovering non-substitutable value-for-money drivers in Skytrax top airlines: a MEREC-CoCoSo-NCA benchmarking framework

Author

Listed:
  • Ferhat İnce

    (Eskişehir Technical University, Department of Aviation Management)

  • İhsan Emrecan Şahin

    (Tarsus University, Department of Aviation Management)

  • Tuğba Akbiyik

    (Tarsus University, Department of Aviation Management)

Abstract

In the globalized and progressively liberalized airline industry, players must distinguish their products and services to attain a competitive edge. It is crucial to identify the service characteristics that are necessary but not sufficient for maximizing passenger satisfaction. The study aims to determine customer satisfaction and the service attribute that is so necessary that other attributes cannot take its place for the top 10 airlines identified by Skytrax for 2023. We employed Web Scraper and acquired 494 reviews shared in 2023 by passengers for the relevant air carriers. Subsequently, we used the method based on the removal effects of criteria (MEREC) to weight the service attributes and the combined compromise solution (CoCoSo) to rank the alternatives. Afterward, we performed a stringent sensitivity analysis to validate the robustness of the findings. Finally, we executed the necessary condition analysis to identify the non-substitutable criterion by using R language. The MEREC strategy revealed that ground service is the most significant attribute for passengers. In addition, the CoCoSo procedure says that All Nippon Airways is early on the list. The NCA results indicate that ground service has the highest effect size on value for money.

Suggested Citation

  • Ferhat İnce & İhsan Emrecan Şahin & Tuğba Akbiyik, 2025. "Uncovering non-substitutable value-for-money drivers in Skytrax top airlines: a MEREC-CoCoSo-NCA benchmarking framework," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 52(4), pages 499-518, December.
    • Handle: RePEc:spr:decisn:v:52:y:2025:i:4:d:10.1007_s40622-025-00449-9
    DOI: 10.1007/s40622-025-00449-9
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