Customer surveys are a useful tool to obtain feedback on various aspects of an a

Question

Customer surveys are a useful tool to obtain feedback on various aspects of an airline such as operational performance, quality of service and customer satisfaction. A typical survey would ask customers to rate (on a scale of 1-5) various aspects of their experience, such as comfort of seats, helpfulness of gate agents, and friendliness of flight attendants. One of the most important ratings that customers provide is their overall satisfaction. In order to improve customers’ overall satisfaction, airlines want to invest in an area with the highest impact on customer satisfaction. How would you detect the key drivers of customer satisfaction using customer survey data?

Explanation / Answer

I am assuming that one of the statements is your outcome of interest; something like, "I am satisfied with my customer experience". You want to tie back both the responses to other questions, as well as demographic/transactional/profile information about your customers to this outcome statement. If so, your question sounds like what's often called "key driver analysis". In my experience, it's never 1 driver, it's multiple; and those drivers change for different customer profiles.

Do you have a hypothesized framework for what drives satisfaction? Do you believe that there is some unmeasured, latent influence on satisfaction that is expressed by the things you can measure? If so, you might use structural equation modeling or a confirmatory factor analysis to confirm or refute your hypotheses.

Otherwise, you might look at techniques such as partial least squares or principal components regression. These tend not to come from a preconceived hypothesis of how the world works. You may even learn a great deal simply by visualizing the correlations between the different survey item responses and your satisfaction outcome measurement- no formal model needed.

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