Customizing the promotion strategies of integrated air-bus service based on passenger satisfaction

The integrated air-bus service expands the catchment area and alleviates congestion of regional airports. To gain further insights into the unexplored potential attributes of the integrated service that generate passenger satisfaction, this paper utilizes a two-stage analysis approach to identify the key promotion factors for passengers from different constituents. Based on the survey data collected in Nanjing Lukou International Airport, this paper 1) uses k-means clustering to categorize respondents into four groups. 2) Combines the gradient boosting decision tree and impact asymmetry analysis to identify the attributes that have nonlinear influences on the overall service satisfaction for each group respectively. Results suggest that the timetable of the airport bus is critical for all passenger groups. Interestingly, there are noticeable differences in passenger satisfaction with the accessibility, cost affordability, comfort, reliability, and integration of the integrated service, providing the basis for customizing service promotion strategies among different passenger groups and airports.