Multidimensional Seat Comfort and Its Influence on Passenger Recommendation Behavior: Insights from Skytrax Reviews

This study examines how the multidimensional structure of seat comfort influences passengers’ recommendations. To this end, 1,062 passenger reviews from Skytrax of the world’s top 20 airlines from August 2008 and April 2025 were analysed using logistic regression. Five seat comfort variables were included: seat legroom, seat recline, seat width, aisle space, and TV screen viewing. The results indicate that all of these variables influence recommendation behavior, though to different degrees. Seat recline and aisle space were the strongest determinants, followed by seat width, viewing the TV screen, and seat legroom. This study contributes to the literature by moving beyond a generic satisfaction perspective and treating seat comfort as a multidimensional driver of passenger behavior. These findings are expected to have theoretical and practical implications, informing scholars' understanding of customer responses and guiding airline managers in improving service and seating strategies.