IDEAS home Printed from https://ideas.repec.org/a/wly/transj/v49y2010i1p7-23.html

Positioning of International Air Passenger Carriers Using Multidimensional Scaling and Correspondence Analysis

Author

Listed:
  • Chieh‐Hua Wen
  • Wen‐Ya Yeh

Abstract

This article uses multidimensional scaling and correspondence analysis to explore how international airline passengers position various air carriers. The analysis has produced perceptual maps of relative positions of airlines and their service attributes. Empirical data were collected from Taiwanese air passengers who had flown from Taipei to Tokyo and to Singapore. Factor analysis was performed to reduce a large number of airline service attributes into a small set of underlying factors. The results of multidimensional scaling analyses reveal that some air carriers are closely competitive; this can be seen by their close proximity in the perceptual map. However, certain airlines possess a unique service quality profile and are not strongly associated with other airlines; such unique firms appear as isolated points on the perceptual map. Interestingly, both multidimensional scaling and correspondence analysis produce similar perceptual maps of the airlines' relative positions and service attributes. However, the advantage of correspondence analysis over multidimensional scaling is that data collection is relatively quick and easy because the analyst is not required to obtain respondents' ratings for each attribute. This study provides specific suggestions about how air carriers on each route can use the results to improve their performance or to build a differential edge.

Suggested Citation

  • Chieh‐Hua Wen & Wen‐Ya Yeh, 2010. "Positioning of International Air Passenger Carriers Using Multidimensional Scaling and Correspondence Analysis," Transportation Journal, John Wiley & Sons, vol. 49(1), pages 7-23, January.
    • Handle: RePEc:wly:transj:v:49:y:2010:i:1:p:7-23
    DOI: 10.2307/40904818
    as

    Download full text from publisher

    File URL: https://doi.org/10.2307/40904818
    Download Restriction: no
    File URL: https://libkey.io/10.2307/40904818?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Pakdil, Fatma & Aydın, Özlem, 2007. "Expectations and perceptions in airline services: An analysis using weighted SERVQUAL scores," Journal of Air Transport Management, Elsevier, vol. 13(4), pages 229-237.
    2. Park, Jin-Woo & Robertson, Rodger & Wu, Cheng-Lung, 2004. "The effect of airline service quality on passengers’ behavioural intentions: a Korean case study," Journal of Air Transport Management, Elsevier, vol. 10(6), pages 435-439.
    3. Park, Jin-Woo, 2007. "Passenger perceptions of service quality: Korean and Australian case studies," Journal of Air Transport Management, Elsevier, vol. 13(4), pages 238-242.
    4. O’Connell, John F. & Williams, George, 2005. "Passengers’ perceptions of low cost airlines and full service carriers: A case study involving Ryanair, Aer Lingus, Air Asia and Malaysia Airlines," Journal of Air Transport Management, Elsevier, vol. 11(4), pages 259-272.
    5. Chen, Fang-Yuan & Chang, Yu-Hern, 2005. "Examining airline service quality from a process perspective," Journal of Air Transport Management, Elsevier, vol. 11(2), pages 79-87.
    6. Aksoy, Safak & Atilgan, Eda & Akinci, Serkan, 2003. "Airline services marketing by domestic and foreign firms: differences from the customers’ viewpoint," Journal of Air Transport Management, Elsevier, vol. 9(6), pages 343-351.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Juan de Oña & Rocio de Oña, 2015. "Quality of Service in Public Transport Based on Customer Satisfaction Surveys: A Review and Assessment of Methodological Approaches," Transportation Science, INFORMS, vol. 49(3), pages 605-622, August.
    2. Chen, I-Shuo, 2016. "A combined MCDM model based on DEMATEL and ANP for the selection of airline service quality improvement criteria: A study based on the Taiwanese airline industry," Journal of Air Transport Management, Elsevier, vol. 57(C), pages 7-18.
    3. Maria Grazia Bellizzi & Luigi dell’Olio & Laura Eboli & Carmen Forciniti & Gabriella Mazzulla, 2020. "Passengers’ Expectations on Airlines’ Services: Design of a Stated Preference Survey and Preliminary Outcomes," Sustainability, MDPI, vol. 12(11), pages 1-14, June.
    4. Shah, Faisal Tehseen & Syed, Zaineb & Imam, Abeer & Raza, Aiman, 2020. "The impact of airline service quality on passengers’ behavioral intentions using passenger satisfaction as a mediator," Journal of Air Transport Management, Elsevier, vol. 85(C).
    5. Bellizzi, Maria Grazia & dell’Olio, Luigi & Eboli, Laura & Mazzulla, Gabriella, 2021. "Detecting passengers' heterogeneity on airlines’ services using SP data," Journal of Air Transport Management, Elsevier, vol. 96(C).
    6. Gupta, Himanshu, 2018. "Evaluating service quality of airline industry using hybrid best worst method and VIKOR," Journal of Air Transport Management, Elsevier, vol. 68(C), pages 35-47.
    7. HakJun Song & Wenjia Ruan & Yunmi Park, 2019. "Effects of Service Quality, Corporate Image, and Customer Trust on the Corporate Reputation of Airlines," Sustainability, MDPI, vol. 11(12), pages 1-14, June.
    8. Samanci, Simge & Didem Atalay, Kumru & Bahar Isin, Feride, 2021. "Focusing on the big picture while observing the concerns of both managers and passengers in the post-covid era," Journal of Air Transport Management, Elsevier, vol. 90(C).
    9. Kurtulmuşoğlu, Feride Bahar & Can, Gülin Feryal & Tolon, Metehan, 2016. "A voice in the skies: Listening to airline passenger preferences," Journal of Air Transport Management, Elsevier, vol. 57(C), pages 130-137.
    10. Mohammed Al Awadh, 2023. "Assessing the Quality of Sustainable Airline Services Utilizing the Multicriteria Decision-Making Approach," Sustainability, MDPI, vol. 15(9), pages 1-19, April.
    11. Li, Wenhua & Yu, Suihuai & Pei, Huining & Zhao, Chuan & Tian, Baozhen, 2017. "A hybrid approach based on fuzzy AHP and 2-tuple fuzzy linguistic method for evaluation in-flight service quality," Journal of Air Transport Management, Elsevier, vol. 60(C), pages 49-64.
    12. 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.
    13. Kurtulmuşoğlu, Feride Bahar & Can, Gülin Feryal & Pakdil, Fatma & Tolon, Metehan, 2018. "Does gender matter? Considering gender of service in the airline industry," Journal of Air Transport Management, Elsevier, vol. 70(C), pages 73-82.
    14. Henderson, Isaac Levi & Tsui, Kan Wai Hong & Ngo, Thanh & Gilbey, Andrew & Avis, Mark, 2019. "Airline brand choice in a duopolistic market: The case of New Zealand," Transportation Research Part A: Policy and Practice, Elsevier, vol. 121(C), pages 147-163.
    15. Climis Raghda, 2016. "Factors Affecting Customer Retention in the Airline Industry," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 24(4), pages 49-69, December.
    16. Ko, Young Dae & Kwag, Sung Il & Oh, Yonghui, 2020. "An efficient airline seat reallocation algorithm considering customer dissatisfaction," Journal of Air Transport Management, Elsevier, vol. 85(C).
    17. Yalcin Kavus, Bahar & Gulum Tas, Pelin & Ayyildiz, Ertugrul & Taskin, Alev, 2022. "A three-level framework to evaluate airline service quality based on interval valued neutrosophic AHP considering the new dimensions," Journal of Air Transport Management, Elsevier, vol. 99(C).
    18. Tahanisaz, Sahar & shokuhyar, Sajjad, 2020. "Evaluation of passenger satisfaction with service quality: A consecutive method applied to the airline industry," Journal of Air Transport Management, Elsevier, vol. 83(C).
    19. Nameghi, Ehsaneh N.M. & Ariffin, Ahmad Azmi M., 2013. "The measurement scale for airline hospitality: Cabin crew's performance perspective," Journal of Air Transport Management, Elsevier, vol. 30(C), pages 1-9.
    20. Eunil Park & Sanghoon Lee & Sang Jib Kwon & Angel P. Del Pobil, 2015. "Determinants of Behavioral Intention to Use South Korean Airline Services: Effects of Service Quality and Corporate Social Responsibility," Sustainability, MDPI, vol. 7(9), pages 1-16, September.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wly:transj:v:49:y:2010:i:1:p:7-23. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.