Relationship of core keywords and marketing performance obtained by using text mining: A comparative study

Abstract

The purpose of the study is to come up with top keywords by performing text mining for comments left by airline industry customers and to identify the inuences that those top keywords exert on the performances of the businesses. For this purpose, we have identified top keywords mainly from the customers comments on aviation services and combined them with survey questions to determine the relations between top keywords and customer satisfaction. The analysis led to four findings. First, top keywords from customers comments are divided into core attributes of the services and evaluations of the core attributes. Second, the analysis shows that top keywords fall into different categories of service attributes. Third, the analysis suggests that not all the top keywords are significantly related to the performance of a company. Fourth, the analysis suggests that different airliners' service management with top keywords should focus on the differences among airliners.