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Examining customer perception and behaviour through social media research – An empirical study of the United Airlines overbooking crisis

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  • Ma, Jie
  • Tse, Ying Kei
  • Wang, Xiaojun
  • Zhang, Minhao

Abstract

Airlines have been adopting yield management to optimise the perishable seat control problem and overbooking is a common strategy. This study outlines the connections between yield management, crises, and crisis communication. Using big data captured on a social media platform, this study aims to combine traditional yield management with emerging social big data analytics. As part of this, we use the twitter data on the 2017 United Airline (UA) to analyse the overbooking crisis. Our findings shed light on the importance of a more effective orchestration of yield management to avoid the escalation of crises during crisis communication phases.

Suggested Citation

  • Ma, Jie & Tse, Ying Kei & Wang, Xiaojun & Zhang, Minhao, 2019. "Examining customer perception and behaviour through social media research – An empirical study of the United Airlines overbooking crisis," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 127(C), pages 192-205.
    • Handle: RePEc:eee:transe:v:127:y:2019:i:c:p:192-205
    DOI: 10.1016/j.tre.2019.05.004
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    3. Pacheco Paneque, Meritxell & Bierlaire, Michel & Gendron, Bernard & Sharif Azadeh, Shadi, 2021. "Integrating advanced discrete choice models in mixed integer linear optimization," Transportation Research Part B: Methodological, Elsevier, vol. 146(C), pages 26-49.
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    5. Choi, Tsan-Ming & Guo, Shu & Luo, Suyuan, 2020. "When blockchain meets social-media: Will the result benefit social media analytics for supply chain operations management?," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 135(C).

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