Airline Ranking Using Social Feedback and Adapted Fuzzy Belief TOPSIS

In the era of digital interconnectivity, user-generated reviews on platforms such as TripAdvisor have become a valuable source of social feedback, reflecting collective experiences and perceptions of airline services. However, aggregating such feedback presents several challenges: evaluations are typically expressed using linguistic ordinal scales, are subjective, often incomplete, and influenced by opinion dynamics within social networks. To effectively deal with these complexities and extract meaningful insights, this study proposes an information-driven decision-making framework that integrates Fuzzy Belief Structures with the TOPSIS method. To handle the uncertainty and imprecision of linguistic ratings, user opinions are modeled as fuzzy belief distributions over satisfaction levels. Rankings are then derived using TOPSIS by comparing each airline’s aggregated profile to ideal satisfaction benchmarks via a belief-based distance measure. This framework presents a novel solution for measuring synthetic satisfaction in complex social feedback systems, thereby contributing to the understanding of information flow, belief aggregation, and emergent order in digital opinion networks. The methodology is demonstrated using a real-world dataset of TripAdvisor airline reviews, providing a robust and interpretable benchmark for service quality. Moreover, this study applies Shannon entropy to classify and interpret the consistency of customer satisfaction ratings among Star Alliance airlines. The results confirm the stability of the Airline Satisfaction Index (ASI), with extremely high correlations among the five rankings generated using different fuzzy utility function models. The methodology reveals that airlines such as Singapore Airlines, ANA, EVA Air, and Air New Zealand consistently achieve high satisfaction scores across all fuzzy model configurations, highlighting their strong and stable performance regardless of model variation. These airlines also show both low entropy and high average scores, confirming their consistent excellence.