The role of satisfaction on customer reuse to airline services: An application of Big Data approaches

After customer satisfaction was indicated as one of the significant factors in service success in competitive markets, a large number of scholars investigated the effects and components of customer satisfaction on a customer's service experience. This study explores both general and concrete components of customer satisfaction of airline services, and it investigates the determinate role of satisfaction on customers’ intention to reuse the services, incorporating a research model that includes perceived cost values. In order to address this point, the current study analyzes the dataset of about 130,000 customers’ responses regarding airline services and investigates the effects of detailed customer satisfaction information on their intention to reuse the service. The results examined by the structural equation modeling method show that customer satisfaction in online airline services and customer in-flight experiences play decisive roles in overall customer satisfaction, and there is a notable relationship between overall satisfaction and the intention to reuse the service. Moreover, perceived cost values have negative effects on the intention and overall satisfaction. The empirical and theoretical implications of the study are identified from the structural results and findings.