Document Type : Research Paper
Management Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta 11480, Indonesia
Facing competitive market situations, online customer recommendations is an important tool to attract potential customers as well as to get free promotions. This study aims to measure the service quality key attributes of online customer recommendations toward full-service and low-cost carrier airlines from Indonesia. To measure service quality key attributes influencing online customer recommendations, a feature selection approach was used. The performance of feature selection algorithms was evaluated using support vector machines (SVM). Findings revealed that airlines’ reputation, employee knowledge and information system were the most important attributes of customer recommendations toward full-service airlines. On the other side, airlines’ reputation, employee knowledge, employee courteousness, on-time performance, safety & security, error records, responsive employee and information system were for low-cost carrier airlines. This research provides paths to airlines’ managers how to get free advertisement through online customer recommendations.