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An integrated SWOT based fuzzy AHP and fuzzy MARCOS methodology for digital transformation strategy analysis in airline industry

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  • Büyüközkan, Gülçin
  • Havle, Celal Alpay
  • FeyzioÄŸlu, Orhan

Abstract

Driven by business strategies, digital transformation (DT) facilitates dramatic change in air passenger behavior. This study aims to determine and analyze different DT strategies (DTSs) with the help of an integrated SWOT-based fuzzy AHP-MARCOS methodology that is proposed for the first time in the literature for this purpose. This methodology is validated with a case study concerning the airline industry in Turkey. The weights of the SWOT factors are determined with the fuzzy AHP method. The fuzzy MARCOS approach is used to select the most suitable DTS. The most appropriate strategy is obtained as “focusing on differentiated digital customer experience and service quality by the adaptation of business models to DT to provide benefits†.

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  • Büyüközkan, Gülçin & Havle, Celal Alpay & FeyzioÄŸlu, Orhan, 2021. "An integrated SWOT based fuzzy AHP and fuzzy MARCOS methodology for digital transformation strategy analysis in airline industry," Journal of Air Transport Management, Elsevier, vol. 97(C).
    • Handle: RePEc:eee:jaitra:v:97:y:2021:i:c:s0969699721001241
    DOI: 10.1016/j.jairtraman.2021.102142
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    2. Tsai, Pei-Hsuan & Chen, Chih-Jou & Hsiao, Wei-Hung & Lin, Chin-Tsai, 2023. "Factors influencing the consumers’ behavioural intention to use online food delivery service: Empirical evidence from Taiwan," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
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    5. Alharasees, Omar & Kale, Utku, 2024. "Aviation Operators’ Total Loads Analysis by Multi-Criteria Decision-Making," Journal of Air Transport Management, Elsevier, vol. 118(C).

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