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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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dc.contributor.authorBüyüközkan, G.
dc.contributor.authorHavle, Celal Alpay
dc.contributor.authorFeyizoğlu, O.
dc.contributor.departmentProfessional Flight Program
dc.contributor.ozuauthorHAVLE, Celal Alpay
dc.date.accessioned2022-09-27T10:13:44Z
dc.date.available2022-09-27T10:13:44Z
dc.date.issued2021-10
dc.description.abstractDriven 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”.en_US
dc.identifier.doi10.1016/j.jairtraman.2021.102142en_US
dc.identifier.issn0969-6997en_US
dc.identifier.scopus2-s2.0-85115190727
dc.identifier.urihttp://hdl.handle.net/10679/7883
dc.identifier.urihttps://doi.org/10.1016/j.jairtraman.2021.102142
dc.identifier.volume97en_US
dc.identifier.wos000711948900002
dc.language.isoengen_US
dc.peerreviewedyesen_US
dc.publicationstatusPublisheden_US
dc.publisherElsevieren_US
dc.relation.ispartofJournal of Air Transport Management
dc.relation.publicationcategoryInternational Refereed Journal
dc.rightsrestrictedAccess
dc.subject.keywordsAirline industryen_US
dc.subject.keywordsDigital transformationen_US
dc.subject.keywordsSWOT Analysisen_US
dc.subject.keywordsFuzzy AHPen_US
dc.subject.keywordsFuzzy MARCOSen_US
dc.titleAn integrated SWOT based fuzzy AHP and fuzzy MARCOS methodology for digital transformation strategy analysis in airline industryen_US
dc.typearticleen_US
dspace.entity.typePublication
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relation.isOrgUnitOfPublication.latestForDiscoverya868c413-68bb-4e7a-9ef0-9fe4980449d3

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