소셜 미디어 감성분석을 활용한 항공사 고객만족도 연구

A Study of Airline Customer Satisfaction using A Social Media Sensitivity Analysis: Focusing on Korean, English, Japanese and Chinese language group

This study aimed to examine customer satisfaction by language group by analyzing SNS messages regarding two major domestic airlines written in four languages(Korean, English, Japanese, and Chinese). A social media sensitivity analysis was performed on 51,802 messages related to two major domestic airlines posted on Twitter and Weibo over eight years from January 1, 2010 to December 31, 2017. First, the results of the sensitivity analysis by airline and language group showed that in all cases, the percentage of positive messages was above 50%. Second, for both airlines, in-flight service, which was the most evaluated item among airline selection attributes, had a high rate of positive assessment at over 70%. Third, for aircraft operations, both airlines had a high percentage of negative assessment. Finally, in terms of marketing, both airline A (52%) and airline B (67%) had high rates of positive assessments. The results of this study are expected to be used by major domestic airlines as basic data for implementing marketing strategies to improve customer satisfaction.