.png){kind=icon}
.png){kind=icon}
Return
Impression Management and Service Quality in Top Airlines’ Replies: Effects on Customer Perceptions
.png){kind=icon}
PRE
AI
M
DOI：10.1080/1528008X.2025.2571650.png)
.png){kind=icon}
Original request for help.png){kind=icon}
Share.png){kind=icon}
Save
Abstract
En 中文
This paper identified the impression management (IM) and service quality (SQ) strategies in reply tweets by the top three airlines. The research used ChatGPT and keyword-based searches to detect IM and SQ from 1,570 replies. Regression analyses were applied to reveal their effects on customer perceptions in terms of favorites. Word clouds and word frequency analysis were used to find insights from significant strategies. Control variables, a minimizing bad tactic, and one service quality dimension increase favorites, while one minimizing bad tactic and two maximizing good tactics decrease them. The findings provide guidelines for airlines to optimize their responses to customers on Twitter. This work adds to the emerging yet essential literature on SM marketing by providing insights into the top airlines’ strategies in customer conversations.
Keywords:
Impression management
service quality
airlines
Twitter
reply tweets
engagement
Journal
IF:
2.3
Papers:
218
Citations:
1.5K
Organization
Cited Papers