Application of sentiment analysis : assessing the reliability and validity of the global airlines rating program

LI, MR. G. (2017) Application of sentiment analysis : assessing the reliability and validity of the global airlines rating program.

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Abstract:The Internet provides the vast amount of information which is free assessable. Among different types of information, online consumer reviews (OCRs) and social media feeds are of great importance to businesses for their substantial influences on customers’ decision making. Within the aviation industry, Skytrax, a UK-based consultancy, operates the world biggest airline review site and runs a unique airline rating system named the global Airlines Rating program (1-5 stars). This program categorises airlines into five classes and updates the result annually. An increasing number of airlines has adopted the result for promotional purposes. However, researchers challenge the reliability and validity of this program, and little literature has discussed such issues. This paper is going to partially fill this gap by assessing the reliability, discriminate validity, and external validity of this program via sentiment analysis based on travellers’ reviews from Skytrax and associated Twitter messages. Results reveal that the global Airlines Rating program (1-5 stars) possesses a low-level reliability, poor discriminate validity, and fragile external validity according to airlines’ knowledge on Twitter. Theoretically, this paper further enriches the text mining model proposed by Kayser & Blind (2016). The current research framework is of the great relevance for future study. Practically, this thesis raises cautions regarding applications of this program for travellers and airlines.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/72657
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