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

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...

Full description

Saved in:
Bibliographic Details
Published in:Journal of air transport management 2021-10, Vol.97, p.102142, Article 102142
Main Authors: Büyüközkan, Gülçin, Havle, Celal Alpay, Feyzioğlu, Orhan
Format: Article
Language:English
Subjects:
Airline industry
Digital transformation
Fuzzy AHP
Fuzzy MARCOS
SWOT Analysis
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary: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”. •A quantified SWOT analysis is offered to reveal digital transformation (DT) strategies for air transportation.•The weights of the SWOT factors are determined with the fuzzy AHP method.•The fuzzy MARCOS method is used to select the most appropriate DT strategy.•A case study is carried out concerning the airline industry in Turkey.
ISSN:0969-6997
1873-2089
DOI:10.1016/j.jairtraman.2021.102142