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Determining the factors affecting customer satisfaction using an extraction-based feature selection approach.

Weishen Wu1, Dalianus Riantama2

  • 1Department of Information Management, Da-Yeh University, Changhua, Taiwan.

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Summary

Online travel agencies (OTAs) faced challenges during the COVID-19 pandemic. Customer satisfaction with OTAs was driven by refunds, promptness, easiness, and assurance, guiding future service priorities.

Keywords:
COVID-19Customer satisfactionFeature selectionLASSOOnline travel agenciesText mining

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Area of Science:

  • Tourism Management
  • Consumer Behavior
  • Information Systems

Background:

  • The COVID-19 pandemic severely impacted global tourism and online travel agencies (OTAs).
  • Air travel lockdowns created a crisis for the tourism industry, affecting OTA operations.
  • Identifying strategies for OTA survival and post-pandemic preparation is crucial.

Purpose of the Study:

  • To investigate critical factors influencing customer satisfaction with online travel agencies during the COVID-19 pandemic.
  • To understand how the pandemic reshaped customer expectations and priorities for OTAs.
  • To provide actionable insights for OTAs to adapt their services.

Main Methods:

  • Utilized text mining for feature selection, specifically the LASSO method.
  • Analyzed online customer reviews to extract key satisfaction drivers.
  • Identified and ranked factors contributing to customer satisfaction.

Main Results:

  • Refunds, promptness, easiness, and assurance emerged as top customer satisfaction factors.
  • Negative reviews and low prices, alongside excellent service and comparison, were also significant.
  • The study revealed novel factors influencing satisfaction during the tourism recession.

Conclusions:

  • Findings offer essential guidelines for OTAs to re-evaluate and prioritize services.
  • Understanding these factors can help OTAs navigate the crisis and prepare for the future.
  • Adapting to new customer priorities is key for OTA resilience and success.