INVESTIGATING WHICH SERVICES ARE EFFECTIVE ON RECOMMENDATION OF THE AIRLINE COMPANIES

Abstract

This study aimed to determine which services provided by airlines had an influence on recommendations. The authors collected passenger scores from the years between 2014 to 2019 concerning the top 10 airline companies of 2019 from the website www.AirlineQuality.com, which is the site most commonly used by passengers to evaluate airline companies and airports worldwide. In total, we analyzed 5512 ratings. Binary logistic regression was applied to test the hypothesis. According to the results, the most influential criterion is value for money. The second most important criterion is customer relations. Seat and cabin space and meals and beverages follow customer relations. The least important criterion related to recommendations is inflight entertainment. Previous studies were conducted using surveys. The present study used online ratings to determine airline attributes with the most and least influence on recommendations.