Sentiment analysis: Brand perception and customer satisfaction of airline industry

This research investigates customer satisfaction and brand loyalty in the airline industry through an in-depth analysis of customer reviews and overall ratings. By employing sentiment analysis and natural language processing techniques, the study identifies critical factors influencing satisfaction and dissatisfaction across various airlines. Key variables such as overall ratings, review length, traveller demographics, and travel class are examined to uncover patterns in customer sentiment. The findings reveal that positive sentiment is strongly associated with higher ratings, while lower ratings highlight dissatisfaction drivers, including delays and seating comfort. Longer reviews often provide more nuanced insights into customer experiences, reflecting stronger emotional responses. Additionally, the analysis shows that passengers in business and premium economy classes express significantly higher levels of satisfaction compared to those in economy class, particularly on long-haul routes. These results offer practical recommendations for airlines to enhance customer service, improve satisfaction, and strengthen brand loyalty. By pinpointing areas needing improvement and capitalizing on strengths, this study advances the understanding of customer experience management in the aviation sector. It also emphasizes the importance of sentiment analysis as a strategic tool for addressing customer needs, optimizing service quality, and sustaining a competitive edge in the airline industry.