Airline service: low-cost-carriers (LCCs) failure and passenger emotional experience

Abstract

Purpose This study aims to analyze low-cost-carrier (LCC) passengers’ comments about their flight experience on Asian LCCs. Design/methodology/approach A netnography approach was used to review and content analyzed 230 LCC passengers’ negative feedback on the TripAdvisor website. Findings LCC service failures generated 17 different negative emotions; among them, shock, disappointment and surprise were the most frequent emotions felt by passengers. Practical implications Maintaining a high level of customer service and ensuring easy access to information reduces LCC passenger’s negative emotions and meets LCC passengers’ service expectations and satisfaction. This study provides guidelines for the LCCs management who want to implement a netnography technique as a marketing research strategy. Originality/value A better understanding of this concept will help the LCCs industry to build a robust business model than competitors, maintain their competitive advantages in the global market and develop effective marketing strategies to attract more passengers.

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