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Journals / Uluslararası Ekonomi ve Yenilik Dergisi / 2026 / Cilt: 12 Sayı: 2

Beyond Brand Ranking: A Sentiment Analysis and Topic Modeling Approach to Measuring Customer Experience in the Airline Industry

Marka Sıralamasının Ötesinde: Havayolu Sektöründe Müşteri Deneyimini Ölçmek İçin Duygu Analizi ve Konu Modelleme Yaklaşımı

Hale Tuğçe Karakoç(ISPARTA UYGULAMALI BİLİMLER ÜNİVERSİTESİ)0000-0003-3557-3522
Hilal Memiş Kamacı(SAMSUN ÜNİVERSİTESİ)0000-0003-0567-1404
Özlem Kahraman(NİŞANTAŞI ÜNİVERSİTESİ)0000-0003-2939-1554
Mustafa Kemal Yılmaz(SAMSUN ÜNİVERSİTESİ)0000-0002-6906-5414
Pages
713–737
Publication Date
2026-10-01
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings indicate that American Airlines and United Airlines received substantial negative feedback, particularly regarding ticketing, reservations and flight experiences.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The present study aims to evaluate how brand performance is reflected in customer perceptions by analyzing airline passenger reviews.
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Key Findings & Data:In contrast, Lufthansa and Emirates demonstrated a more balanced sentiment distribution, especially in terms of seat and cabin comfort.
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Conclusion & Impact:The findings indicate that American Airlines and United Airlines received substantial negative feedback, particularly regarding ticketing, reservations and flight experiences.
🔬Design:Review & Systematic Survey
📍Scope:Comprehensive Sample
⚙️Variables:Duygu analizi · Konu modelleme · Müşteri geri bildirimi

Abstract

The present study aims to evaluate how brand performance is reflected in customer perceptions by analyzing airline passenger reviews. In order to measure customer satisfaction and service quality, sentiment analysis and topic modelling techniques were employed. A comprehensive analysis of online reviews from five major airline companies was conducted to identify sentiment distributions, with a focus on the most frequently complained about and praised service aspects. The findings indicate that American Airlines and United Airlines received substantial negative feedback, particularly regarding ticketing, reservations and flight experiences. In contrast, Lufthansa and Emirates demonstrated a more balanced sentiment distribution, especially in terms of seat and cabin comfort. It is worthy of note that Delta Airlines received a comparatively higher proportion of positive feedback with regard to flight experience and service quality. The present study makes a contribution to the improvement of service quality by means of analyzing customer feedback and thereby supports strategic decision-making by ensuring that airline services are aligned with passenger expectations. Moreover, it emphasizes the significance of incorporating natural language processing and machine learning-based analyses into marketing and brand management processes.

Özet

Bu çalışma, havayolu yolcu yorumlarını analiz ederek marka performansının müşteri algılarına nasıl yansıdığını değerlendirmeyi amaçlamaktadır. Müşteri memnuniyetini ve hizmet kalitesini ölçmek için duygu analizi ve konu modelleme teknikleri kullanılmıştır. Beş büyük havayolu şirketinden alınan çevrimiçi yorumların kapsamlı bir analizi, en sık şikâyet edilen ve övülen hizmet yönlerine odaklanarak duygu dağılımlarını belirlemek için yapılmıştır. Bulgular, özellikle biletleme, rezervasyon ve uçuş deneyimleri konusunda American Airlines ve United Airlines'ın önemli ölçüde olumsuz geri bildirim aldığını göstermektedir. Buna karşılık, Lufthansa ve Emirates, özellikle koltuk ve kabin konforu açısından daha dengeli bir duygu dağılımı sergilemiştir. Delta Airlines'ın uçuş deneyimi ve hizmet kalitesiyle ilgili olarak nispeten daha yüksek oranda olumlu geri bildirim aldığı da dikkat çekicidir. Bu çalışma, müşteri geri bildirimlerini analiz ederek hizmet kalitesinin iyileştirilmesine katkıda bulunmakta ve böylece havayolu hizmetlerinin yolcu beklentileriyle uyumlu olmasını sağlayarak stratejik karar alma süreçlerini desteklemektedir. Ayrıca, doğal dil işleme ve makine öğrenimi tabanlı analizlerin pazarlama ve marka yönetimi süreçlerine entegre edilmesinin önemini vurgulamaktadır.

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Cite This Article

Karakoç, H. T., Kamacı, H. M., Kahraman, Ö., Yılmaz, M. K. (2026). Beyond Brand Ranking: A Sentiment Analysis and Topic Modeling Approach to Measuring Customer Experience in the Airline Industry. Uluslararası Ekonomi ve Yenilik Dergisi, Cilt: 12 Sayı: 2, 713–737. https://doi.org/10.20979/ueyd.1961198

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