The US airlines relative positioning based on attributes of service quality

The purpose of this research is to examine the relative positioning of the 10 major US airlines based on 15 attributes that measure actual airline performance on critical quality criteria important to consumers. These attributes are on-time performance, involuntary denied boarding, mishandled baggage, and 12 customer complaint areas. The same 15 attributes have also been used for traditional airline quality ratings. Data on all the attributes are obtained from the US Department of Transportation's Air Travel Consumer Report. The correspondence analysis is utilized to determine positions of the 10 US airlines in this study.