IDEAS home Printed from https://ideas.repec.org/a/bit/bsrysr/v14y2023i2p1-23n1.html
   My bibliography  Save this article

Twitter Sentiment Analysis of the Low-Cost Airline Services After COVID-19 Outbreak: The Case of AirAsia

Author

Listed:
  • Saad Nor Hasliza Md

    (School of Management, Universiti Sains Malaysia, Penang, Malaysia)

  • San Chin Wei

    (School of Management, Universiti Sains Malaysia, Penang, Malaysia)

  • Yaacob Zulnaidi

    (School of Distance Education, Universiti Sains Malaysia, Penang, Malaysia)

Abstract

Background Public opinion about experience and expectation on services that appear on Twitter platforms provides valuable insights into satisfaction and experience. Objectives This research investigates consumer perception and opinion toward AirAsia’s services after the COVID-19 outbreak. Methods/Approach A framework is proposed by integrating the customer satisfaction model with the digital service quality dimension: product quality, price, situational factors, personal factors, service quality, and digital service quality. Nvivo is used to extract and analyse Twitter data for sentiment analysis, thematic analysis, and word frequency calculations. Results Findings demonstrated that AirAsia had received more negative sentiments than positive sentiments, indicating a lower level of satisfaction across all dimensions of customer satisfaction. Conclusions This research provides the airline industry, especially AirAsia, with an opportunity to better understand the sentiments and preferences of its customers. AirAsia can use the findings of this research to evaluate the quality of their services, especially in terms of service quality, to improve customer satisfaction, gain customer loyalty, and enhance customer experience.

Suggested Citation

  • Saad Nor Hasliza Md & San Chin Wei & Yaacob Zulnaidi, 2023. "Twitter Sentiment Analysis of the Low-Cost Airline Services After COVID-19 Outbreak: The Case of AirAsia," Business Systems Research, Sciendo, vol. 14(2), pages 1-23, December.
    • Handle: RePEc:bit:bsrysr:v:14:y:2023:i:2:p:1-23:n:1
    DOI: 10.2478/bsrj-2023-0009
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/bsrj-2023-0009
    Download Restriction: no
    File URL: https://libkey.io/10.2478/bsrj-2023-0009?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. Martin-Domingo, Luis & Martín, Juan Carlos & Mandsberg, Glen, 2019. "Social media as a resource for sentiment analysis of Airport Service Quality (ASQ)," Journal of Air Transport Management, Elsevier, vol. 78(C), pages 106-115.
    2. Rajaguru, Rajesh, 2016. "Role of value for money and service quality on behavioural intention: A study of full service and low cost airlines," Journal of Air Transport Management, Elsevier, vol. 53(C), pages 114-122.
    3. Chen, Yongmin & Gayle, Philip G., 2019. "Mergers and product quality: Evidence from the airline industry," International Journal of Industrial Organization, Elsevier, vol. 62(C), pages 96-135.
    4. Muhammad A. Sadi & Joan C. Henderson, 2000. "The Asian economic crisis and the aviation industry: Impacts and response strategies," Transport Reviews, Taylor & Francis Journals, vol. 20(3), pages 347-367, January.
    5. Sezgen, Eren & Mason, Keith J. & Mayer, Robert, 2019. "Voice of airline passenger: A text mining approach to understand customer satisfaction," Journal of Air Transport Management, Elsevier, vol. 77(C), pages 65-74.
    6. Arnout B. Boot & Erik Tjong Kim Sang & Katinka Dijkstra & Rolf A. Zwaan, 2019. "How character limit affects language usage in tweets," Palgrave Communications, Palgrave Macmillan, vol. 5(1), pages 1-13, December.
    7. Akamavi, Raphaël K. & Mohamed, Elsayed & Pellmann, Katharina & Xu, Yue, 2015. "Key determinants of passenger loyalty in the low-cost airline business," Tourism Management, Elsevier, vol. 46(C), pages 528-545.
    8. Calisir, Nese & Basak, Ecem & Calisir, Fethi, 2016. "Key drivers of passenger loyalty: A case of Frankfurt–Istanbul flights," Journal of Air Transport Management, Elsevier, vol. 53(C), pages 211-217.
    9. Gayle Philip G. & Thomas Tyson, 2015. "Product Quality Effects of International Airline Alliances, Antitrust Immunity, and Domestic Mergers," Review of Network Economics, De Gruyter, vol. 14(1), pages 45-74, March.
    10. Larissa Becker & Elina Jaakkola, 2020. "Customer experience: fundamental premises and implications for research," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 630-648, July.
    11. Ben Akpoyomare Oghojafor & Kunle Adeosun Ladipo Patrick & Ganiyu Rahim Ajao, 2016. "Airline Service Quality Dimensions and Customer Loyalty: Empirical Evidence from Air Passengers’ in Lagos State," Czech Journal of Tourism, Sciendo, vol. 5(2), pages 155-171, December.
    12. Melek Meral Anitsal & Ismet Anitsal & Selin Anitsal, 2019. "Is your business sustainable? A sentiment analysis of air passengers of top 10 US-based airlines," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 29(1), pages 25-41, January.
    13. Berrittella, Maria & La Franca, Luigi & Zito, Pietro, 2009. "An analytic hierarchy process for ranking operating costs of low cost and full service airlines," Journal of Air Transport Management, Elsevier, vol. 15(5), pages 249-255.
    14. Sheen Low & Fahim Ullah & Sara Shirowzhan & Samad M. E. Sepasgozar & Chyi Lin Lee, 2020. "Smart Digital Marketing Capabilities for Sustainable Property Development: A Case of Malaysia," Sustainability, MDPI, vol. 12(13), pages 1-40, July.
    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. Shen, Chao & Yahya, Yazkhiruni, 2021. "The impact of service quality and price on passengers' loyalty towards low-cost airlines: The Southeast Asia perspective," Journal of Air Transport Management, Elsevier, vol. 91(C).
    2. Leon, Steven & Dixon, Sonoma, 2023. "Airline satisfaction and loyalty: Assessing the influence of personality, trust and service quality," Journal of Air Transport Management, Elsevier, vol. 113(C).
    3. Giao, Ha Nam Khanh & Vuong, Bui Nhat, 2021. "The impact of service quality on passenger loyalty and the mediating roles of perceive value, airline image, passenger trust, and satisfaction: A Study of domestic flights with Vietnamese Low-Cost Air," OSF Preprints 9rbp8, Center for Open Science.
    4. Jun Hwan Kim & Hyun Cheol Lee, 2019. "Understanding the Repurchase Intention of Premium Economy Passengers Using an Extended Theory of Planned Behavior," Sustainability, MDPI, vol. 11(11), pages 1-19, June.
    5. Brueckner, Jan K. & Flores-Fillol, Ricardo, 2020. "Market structure and quality determination for complementary products: Alliances and service quality in the airline industry," International Journal of Industrial Organization, Elsevier, vol. 68(C).
    6. Andrea Moretta Tartaglione & Ylenia Cavacece & Giuseppe Russo & Giuseppe Granata, 2019. "A Systematic Mapping Study on Customer Loyalty and Brand Management," Administrative Sciences, MDPI, vol. 9(1), pages 1-21, January.
    7. Dissakoon Chonsalasin & Sajjakaj Jomnonkwao & Vatanavongs Ratanavaraha, 2020. "Key Determinants of Airline Loyalty Modeling in Thailand," Sustainability, MDPI, vol. 12(10), pages 1-17, May.
    8. Philip G. Gayle & Ying Lin, 2021. "Cost Pass‐Through In Commercial Aviation: Theory And Evidence," Economic Inquiry, Western Economic Association International, vol. 59(2), pages 803-828, April.
    9. Kos Koklic, Mateja & Kukar-Kinney, Monika & Vegelj, Spela, 2017. "An investigation of customer satisfaction with low-cost and full-service airline companies," Journal of Business Research, Elsevier, vol. 80(C), pages 188-196.
    10. Sezgen, Eren & Mason, Keith J. & Mayer, Robert, 2019. "Voice of airline passenger: A text mining approach to understand customer satisfaction," Journal of Air Transport Management, Elsevier, vol. 77(C), pages 65-74.
    11. Lu, Lin & Xu, Pei & Wang, Yen-Yao & Wang, Yu, 2023. "Measuring service quality with text analytics: Considering both importance and performance of consumer opinions on social and non-social online platforms," Journal of Business Research, Elsevier, vol. 169(C).
    12. Bình Nghiêm-Phú, 2019. "What Determines the Loyalty of Airline Passengers? Findings of a Quantitative Data-Mining Study," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 31(1), pages 23-37.
    13. Yimga, Jules & Gorjidooz, Javad, 2019. "Airline schedule padding and consumer choice behavior," Journal of Air Transport Management, Elsevier, vol. 78(C), pages 71-79.
    14. Li, Lingyao & Mao, Yujie & Wang, Yu & Ma, Zihui, 2022. "How has airport service quality changed in the context of COVID-19: A data-driven crowdsourcing approach based on sentiment analysis," Journal of Air Transport Management, Elsevier, vol. 105(C).
    15. Mahmut Bakır & Şahap Akan & Emircan Özdemir & Phi-Hung Nguyen & Jung-Fa Tsai & Hong-Anh Pham, 2022. "How to Achieve Passenger Satisfaction in the Airport? Findings from Regression Analysis and Necessary Condition Analysis Approaches through Online Airport Reviews," Sustainability, MDPI, vol. 14(4), pages 1-20, February.
    16. Huseyin Arasli & Mehmet Bahri Saydam & Hasan Kilic, 2020. "Cruise Travelers’ Service Perceptions: A Critical Content Analysis," Sustainability, MDPI, vol. 12(17), pages 1-13, August.
    17. Bezerra, George C.L. & Gomes, Carlos F., 2020. "Antecedents and consequences of passenger satisfaction with the airport," Journal of Air Transport Management, Elsevier, vol. 83(C).
    18. Bellizzi, Maria Grazia & Eboli, Laura & Mazzulla, Gabriella & Postorino, Maria Nadia, 2022. "Classification trees for analysing highly educated people satisfaction with airlines’ services," Transport Policy, Elsevier, vol. 116(C), pages 199-211.
    19. Lee, C.K.M. & Ng, K.K.H. & Chan, Hing Kai & Choy, K.L. & Tai, W.C. & Choi, L.S., 2018. "A multi-group analysis of social media engagement and loyalty constructs between full-service and low-cost carriers in Hong Kong," Journal of Air Transport Management, Elsevier, vol. 73(C), pages 46-57.
    20. Ayat Zaki Ahmed & Manuel Rodríguez Díaz, 2022. "A Methodology for Machine-Learning Content Analysis to Define the Key Labels in the Titles of Online Customer Reviews with the Rating Evaluation," Sustainability, MDPI, vol. 14(15), pages 1-31, July.

    More about this item

    Keywords

    Twitter; sentiment analysis; AirAsia; airline industry; service quality; customer satisfaction;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

    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:bit:bsrysr:v:14:y:2023:i:2:p:1-23:n:1. 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: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    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.