EVALUATION OF USER SATISFACTION AND LOYALTY IN AN AIRPORT LOUNGE BASED ON GOOGLE REVIEWS: KEY FACTORS BEHIND POSITIVE AND NEGATIVE EVALUATIONS

Abstract

Airport lounges are exclusive areas that offer additional facilities such as food and beverages, rest areas, internet access, and special services for passengers. Their presence plays a vital role in creating a more comfortable and premium air travel experience. This study aims to evaluate user satisfaction and loyalty toward airport lounges and identify the factors influencing positive and negative perceptions through digital reviews on Google Review. The research focuses on the Plaza Premium Lounge (Domestic Gate) at Kualanamu International Airport, Medan. The study employs a descriptive qualitative approach, using primary data consisting of 109 Google Review comments collected between January and February 2025. The analysis is based on sentiment (positive, negative, and neutral) and review themes, including food and beverages, service, comfort, facilities, and cleanliness. Results indicate that 84.4% of the reviews were positive, with dominant themes related to food & beverage (F&B), comfort, and service quality. Supporting data from a Google Form survey of 10 users show that the majority of respondents read digital reviews before using the lounge and consider them important in their decision-making process. Negative reviews also significantly impact user hesitation in choosing the service. The findings affirm that digital reviews play a crucial role in shaping service image and influencing potential users’ decisions. Therefore, lounge operators are advised to continuously improve service quality and manage digital reputation proactively and sustainably to retain customer loyalty