Variable Consistency Dominance-based Rough Set Approach to formulate airline service strategies

This study differs from previous ones applying multivariate statistical analysis and multiple criteria decision-making (MCDM) methods. We use the Variable Consistency Dominance-based Rough Set Approach (VC-DRSA) to formulate airline service strategies by generating airline service decision rules thatmodelpassengerpreferences for airline servicequality. Flowgraphsare applied to inferdecision rules and variables. This combined method considers decision-maker inconsistency. The use of flow graphs to visualize rules makes them more reasonable and understandable than traditional methods. To validate the effectiveness of our model, a large sample is surveyed. Managerial improvements needed for carriers to achieve the aspired-to level of customer satisfaction are also discussed. © 2011 Elsevier B.V. All rights reserved.