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The role of satisfaction on customer reuse to airline services: An application of Big Data approaches

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  • Park, Eunil

Abstract

After customer satisfaction was indicated as one of the significant factors in service success in competitive markets, a large number of scholars investigated the effects and components of customer satisfaction on a customer's service experience. This study explores both general and concrete components of customer satisfaction of airline services, and it investigates the determinate role of satisfaction on customers' intention to reuse the services, incorporating a research model that includes perceived cost values. In order to address this point, the current study analyzes the dataset of about 130,000 customers' responses regarding airline services and investigates the effects of detailed customer satisfaction information on their intention to reuse the service. The results examined by the structural equation modeling method show that customer satisfaction in online airline services and customer in-flight experiences play decisive roles in overall customer satisfaction, and there is a notable relationship between overall satisfaction and the intention to reuse the service. Moreover, perceived cost values have negative effects on the intention and overall satisfaction. The empirical and theoretical implications of the study are identified from the structural results and findings.

Suggested Citation

  • Park, Eunil, 2019. "The role of satisfaction on customer reuse to airline services: An application of Big Data approaches," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 370-374.
    • Handle: RePEc:eee:joreco:v:47:y:2019:i:c:p:370-374
    DOI: 10.1016/j.jretconser.2019.01.004
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    5. Heesup Han & Taeyeon Eom & Hyunah Chung & Soyeun Lee & Hyungseo Bobby Ryu & Wansoo Kim, 2019. "Passenger Repurchase Behaviours in the Green Cruise Line Context: Exploring the Role of Quality, Image, and Physical Environment," Sustainability, MDPI, vol. 11(7), pages 1-15, April.
    6. Hyeongjin Ahn & Eunil Park, 2022. "For sustainable development in the transportation sector: Determinants of acceptance of sustainable transportation using the innovation diffusion theory and technology acceptance model," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(5), pages 1169-1183, October.
    7. Dimitrios Drosos & Grigorios L. Kyriakopoulos & Garyfallos Arabatzis & Nikolaos Tsotsolas, 2020. "Evaluating Customer Satisfaction in Energy Markets Using a Multicriteria Method: The Case of Electricity Market in Greece," Sustainability, MDPI, vol. 12(9), pages 1-19, May.
    8. Yunho Ji & Won Seok Lee & Joonho Moon, 2023. "Café Food Safety and Its Impacts on Intention to Reuse and Switch Cafés during the COVID-19 Pandemic: The Case of Starbucks," IJERPH, MDPI, vol. 20(3), pages 1-11, February.
    9. Youssef, Mayada Abd El-Aziz & Eid, Riyad & Agag, Gomaa, 2022. "Cross-national differences in big data analytics adoption in the retail industry," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    10. Zehong Li & Chuyang Yang & Chenyu Huang, 2023. "A Comparative Sentiment Analysis of Airline Customer Reviews Using Bidirectional Encoder Representations from Transformers (BERT) and Its Variants," Mathematics, MDPI, vol. 12(1), pages 1-19, December.

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