Why Does Passenger’s Perception of Low Cost Carriers Change As Identified on Social Media: A Case Study on Jetstar Airways?
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Low-cost carriers have been operating since early 1990’s and the reputation of these low-cost carriers have been a questionable one. This research looks to understand customer perceptions of Jetstar, one of the low-cost carriers that operate within New Zealand. Jetstar operates around the world, but for the purpose of this research, we wil be looking at comments based on customers who flew with Jetstar in New Zealand. This research uncovers what customers on Jetstar are concerned about by looking at social media comments on three different social media platforms: Facebook, Instagram and Twitter. The methodology used for this research was done using a case study on Jetstar Airways. The data was collected by accessing social media platforms – Facebook, Twitter, and Instagram – to gather 50 comments from the years 2012 – 2018. After the collection of data, content analysis was used to determine themes and codes that were deciphered to understand customers’ perceptions of the airline. The research found that there were more customers who were dissatisfied with the performance of Jetstar under customer service. There were other elements that may have had an impact in the customers’ decisions, but the main concern was to do with customer service both on board and on the ground. It is hoped that the research would benefit the airline to understand the stance of customers who choose to fly with Jetstar and the reason for their choices. [NOTE: The thesis has been approved for a premanent embargo by Faculty.]