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Assessment of Airport Restaurant Service Quality Using Topic Modeling

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한국항공경영학회 (Aviation Management Society Of Korea)|2022.02|한국항공경영학회지 (Journal of the Aviation Management Society of Korea)|제20권 제1호|pp. 49-70|DOI 10.30529/amsok.2022.20.1.003

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참고문헌

키워드

Topic Modeling토픽 모델링Online ReviewLatent Dirichlet Allocation온라인 리뷰Airport RestaurantInstitutional DINESERV공항 식당잠재적 디리클레 할당구조적 DINESERV
주제분류경영학

초록

A significant portion of airport profits rely on airport concessions as aviation charges are mostly regulated. This study provides a new approach to evaluate customer perceptions toward airport restaurants using text analytics. Specifically, the research identifies airport restaurant service quality by using latent Dirichlet allocation topic modeling. To this end, extracted topics from 9,032 online reviews, voluntarily written at TripAdvisor, of top seven airports in Asia and Europe are labeled and matched into the five dimensions of the Institutional DINESERV model. The results show that the most important dimension and the least important dimension for airport restaurant customers was food quality and atmosphere, respectively. It was estimated that the food quality was about three times more important than the atmosphere. The next highest service quality dimension was derived in the order of price/value, service quality, and convenience. By subdividing and comparing extracted service attributes, we discovered differences in regional and cultural customer perceptions between airports in Asia and Europe. Through this, the most important service dimension for Asian airport passengers to which we belong was price and value, and that passengers at European airports valued service quality the most. On the other hand, the least important service dimension was identified as convenience and atmosphere, respectively. Moreover, we conducted a sentiment analysis considering the positive and negative emotions of customer review words to examine customer perceptions of airport restaurant services as supplementing the results of topic modeling. The results revealed that price/value and convenience should be improved since negative scores were greater than positive scores, and a high level of quality should be maintained for other dimensions. In the detailed results of each regional airport, it was identified that in Asian airports, service quality should be improved first, and food quality was the next priority. In European airports, the positive scores of all five dimensions were higher than the negative scores, so the sentiment analysis did not reveal the dimension that needed improvement. The results of this study are expected to provide meaningful implications and insights on the establishment of a successful airport restaurant strategy for improving airport profitability.

Abstract

A significant portion of airport profits rely on airport concessions as aviation charges are mostly regulated. This study provides a new approach to evaluate customer perceptions toward airport restaurants using text analytics. Specifically, the research identifies airport restaurant service quality by using latent Dirichlet allocation topic modeling. To this end, extracted topics from 9,032 online reviews, voluntarily written at TripAdvisor, of top seven airports in Asia and Europe are labeled and matched into the five dimensions of the Institutional DINESERV model. The results show that the most important dimension and the least important dimension for airport restaurant customers was food quality and atmosphere, respectively. It was estimated that the food quality was about three times more important than the atmosphere. The next highest service quality dimension was derived in the order of price/value, service quality, and convenience. By subdividing and comparing extracted service attributes, we discovered differences in regional and cultural customer perceptions between airports in Asia and Europe. Through this, the most important service dimension for Asian airport passengers to which we belong was price and value, and that passengers at European airports valued service quality the most. On the other hand, the least important service dimension was identified as convenience and atmosphere, respectively. Moreover, we conducted a sentiment analysis considering the positive and negative emotions of customer review words to examine customer perceptions of airport restaurant services as supplementing the results of topic modeling. The results revealed that price/value and convenience should be improved since negative scores were greater than positive scores, and a high level of quality should be maintained for other dimensions. In the detailed results of each regional airport, it was identified that in Asian airports, service quality should be improved first, and food quality was the next priority. In European airports, the positive scores of all five dimensions were higher than the negative scores, so the sentiment analysis did not reveal the dimension that needed improvement. The results of this study are expected to provide meaningful implications and insights on the establishment of a successful airport restaurant strategy for improving airport profitability.

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