The value of qualitative data in quality improvement efforts: the case of the airline catering services

Abstract

Discusses the importance of qualitative data from customers in customer satisfaction measurement programs. Presents results of a study which is based on customer comments, using airline flight attendants as the target customer population. Indicates that qualitative data can produce actionable information as well as explanations for the nature of quantitative customer satisfaction data. Provides implications for management.

Citation

Pedrick, D., Babakus, E. and Richardson, A. (1993), "The value of qualitative data in quality improvement efforts: the case of the airline catering services", Journal of Services Marketing, Vol. 7 No. 3, pp. 26-35. https://doi.org/10.1108/08876049310044556