“Önermek Ya Da Önermemek” Havayolu Pazarında Kullanıcı Yorumlarının Konu Modellemesi

Öz

Rekabetçi bir ortam, farklı tüketici beklentileri ve farklı hizmet seviyeleri gibi kendine özgü özelliklere sahip havayolu endüstrisinde müşterileri ve pazarı anlamak, pazarlama karar alma süreçleri için kritik öneme sahiptir. Dijital platformlar, şirketlere çevrimiçi yorumlar aracılığıyla değerli bilgi kaynakları sunar ve müşterileri değerlendirmek için verileri değerlendirmek önem arz etmektedir. Çalışma, havayolu kullanıcı değerlendirmelerindeki konuları, öneren ve önermeyen değerlendirmeler üzerinden iki yönlü bir bakış açısından keşfetmeyi amaçlamaktadır. Çalışmanın amacına uygun olarak, Airlinequality.com'daki Skytrax çevrimiçi değerlendirmelerinde yer alan konuları tespit etmek için BERTopic dönüştürücü modeli aracılığıyla konu modelleme metodolojisi kullanılmıştır. Çalışmada örneklem olarak 25 havayolu şirketine dair 33.810 kullanıcı yorumu kullanılmıştır. Konu modelleme metodolojisi ile tespit edilen tekli konular konu gruplarında gruplanmıştır. Çalışmada öneren değerlendirmelerde beş ana konu grubuna (uçuş deneyimi, müşteri hizmetleri, seyahat sınıfı, havayolu bahsetmeleri ve diğer), önermeyen değerlendirmelerde dokuz ana konu grubuna (uçuş deneyimi, hizmet deneyimi, müşteri hizmetleri / operasyonları, bagaj, müşteri ifadeleri, bölge / ülke merkezli ifadeler, koltuklar, transfer süreci ve özel durumlar) ulaşılmıştır.

Anahtar Kelimeler

• havayolu pazarlaması
• kullanıcı önerisi
• çevrimiçi değerlendirmeler
• kulaktan kulağa pazarlama

“Recommend or not Recommend” Topic Modelling of User Reviews in Airline Market

Abstract

Understanding customers and the market in the airline industry, which has unique characteristics such as a competitive environment, diverse consumer expectations, and different service levels, is critical for marketing decision-making. Digital platforms offer valuable information sources through online reviews to companies, and it is essential to evaluate the data to evaluate the customers. The study aims to discover the topics in airline user reviews from a duality perspective by recommending reviews and not-recommending reviews. Consistent with the study aim, topic modeling methodology through BERTopic transformers-model is employed to detect the topics included in Skytrax online reviews on Airlinequality.com. 33.810 user reviews from 25 airline companies are used as the study sample. Individual topics detected by topic modeling methodology are grouped into topic groups in the study. Five main topic groups (flight experience, customer service, travel class, airline mentions, and other) for recommending status user reviews, and nine main topics groups (flight experience, service experience, customer service/operations, baggage, customer expressions, region/country-based expressions, seats, transferring process and special cases) for not-recommending status user reviews are concluded in the study.

Keywords

• airline marketing
• user recommendation
• online reviews
• word of mouth

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