6.8 Summary

In this chapter, we analyzed the correlations between Twitter sentiment and customer satisfaction of 9 American airlines. We used American Customer Satisfaction Index (ACSI) as the measure of customer satisfaction. We find that there is little correlation between the two metrics. However, ACSI is measured only once annually while Twitter sentiment can be obtained every single day. Furthermore, ACSI is a measure of customer satisfaction. Twitter sentiments that we used do not necessarily say anything about satisfied customers. It could be a good metric for brand attitude instead.