A Robust, Multi-Criteria Customer Satisfaction Analysis Framework for Airline Service Provider Evaluation

This research introduces a novel framework that allows the comparative evaluation of airlines based on passengers’ flight experiences. The proposed framework combines a typical and a simulation-based extension of the AHP in a group decision-making environment to elicit rankings of various airlines. The first option (T-AHP) generates rankings by combining individual passengers’ preferences using the geometric mean synthesis rule. The second option (S-AHP) simulates the stochastic characteristics of the responses, aiming to handle the inherent uncertainty and the variety of preferences obtained by the customers. The rankings are derived by mapping the decision space according to the evaluation criteria implemented and passengers’ preference dimensions. The proposed options are illustrated through a case study where four airlines are evaluated using 51 satisfaction dimensions (sub-criteria). Although the derived results indicate similar rankings, those obtained by the S-AHP option are more stable and robust, with greater discriminatory capacity compared to those of its typical counterpart (T-AHP).