산업경영시스템학회지 Vol. 42 No. 3 (p.116-130)

Comparisons of Airline Service Quality Using Social Network Analysis

소셜 네트워크 분석을 활용한 항공서비스 품질 비교
키워드 :
Airline Service,Online Review,Service Quality,Social Network Analysis

목차

1. 서 론
2. 선행연구
   2.1 서비스 품질 모형
   2.2 항공 서비스 품질
3. 연구방법
   3.1 데이터
   3.2 소셜 네트워크 분석
4. 연구결과
   4.1 데이터 빈도 및 의미 연결망 분석
   4.2 구조적 등위성 분석
5. 결 론
References

초록

This study investigates passenger-authored online reviews of airline services using social network analysis to compare the differences in customer perceptions between full service carriers (FSCs) and low cost carriers (LCCs). While deriving words with high frequency and weight matrix based on the text analysis for FSCs and LCCs respectively, we analyze the semantic network (betweenness centrality, eigenvector centrality, degree centrality) to compare the degree of connection between words in online reviews of each airline types using the social network analysis. Then we compare the words with high frequency and the connection degree to gauge their influences in the network. Moreover, we group eight clusters for FSCs and LCCs using the convergence of iterated correlations (CONCOR) analysis. Using the resultant clusters, we match the clusters to dimensions of two types of service quality models (Grönroos, Brady & Cronin (B&C)) to compare the airline service quality and determine which model fits better. From the semantic network analysis, FSCs are mainly related to inflight service words and LCCs are primarily related to the ground service words. The CONCOR analysis reveals that FSCs are mainly related to the dimension of outcome quality in Grönroos model, but evenly distributed to the dimensions in B&C model. On the other hand, LCCs are primarily related to the dimensions of process quality in both Grönroos and B&C models. From the CONCOR analysis, we also observe that B&C model fits better than Grönroos model for the airline service because the former model can capture passenger perceptions more specifically than the latter model can.