Full-service and low-cost airline service quality: A comparative text-mining analysis of online passenger reviews

This study analyzes the service quality perceived by passengers of full-service and low-cost airlines through text-mining techniques applied to 159,433 online reviews from 84 airlines. The results showed that airline service quality is primarily associated with operational aspects, the in-flight experience, and customer service and complaint handling. The comparative analysis revealed that full-service airlines achieve a clear competitive advantage in the in-flight experience, particularly regarding food and beverages, cabin comfort, in-flight entertainment, and cabin staff service. By contrast, no significant differences were found between the two business models in operational service dimensions such as punctuality, boarding procedures, booking and ticketing processes, or check-in and baggage handling. Customer service and complaint handling emerged as the most critical service dimension across both business models. Finally, the cluster analysis showed that the full-service business model does not necessarily guarantee higher levels of service quality, as some of these airlines offer service levels comparable to those of low-cost airlines. This study also highlights the potential of text-mining techniques applied to online reviews, from both theoretical and empirical perspectives, for analyzing service quality in the airline industry. From a managerial perspective, the findings help identify the service attributes that should be prioritized in order to enhance passengers' perceived service quality.