An advanced analytical framework for improving customer satisfaction: A case of air passengers

Having an appropriate and advanced analytical framework is essential for transport service managers to optimize resource allocation to improve customer satisfaction. This study proposes a novel analytical framework, the Importance-Performance-Impact Analysis (IPIA), which aims to overcome several conceptual and methodological shortcomings associated with Importance Performance Analysis (IPA). The IPIA framework integrates advanced analytical techniques, such as Back Propagation Neural Network and Decision-Making Trial and Evaluation Laboratory (DEMATEL/ANP). We illustrate IPIA in one of the 'Big Four' airlines in China. IPIA Table and IPIA Matrix help transportation managers to allocate resources better than IPA to improve customer satisfaction.