An integrated SWOT based fuzzy AHP and fuzzy MARCOS methodology for digital transformation strategy analysis in airline industry
dc.contributor.author | Büyüközkan, G. | |
dc.contributor.author | Havle, Celal Alpay | |
dc.contributor.author | Feyizoğlu, O. | |
dc.date.accessioned | 2022-09-27T10:13:44Z | |
dc.date.available | 2022-09-27T10:13:44Z | |
dc.date.issued | 2021-10 | |
dc.identifier.issn | 0969-6997 | en_US |
dc.identifier.uri | http://hdl.handle.net/10679/7883 | |
dc.identifier.uri | https://www.sciencedirect.com/science/article/pii/S0969699721001241 | |
dc.description.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”. | en_US |
dc.language.iso | eng | en_US |
dc.publisher | Elsevier | en_US |
dc.relation.ispartof | Journal of Air Transport Management | |
dc.rights | restrictedAccess | |
dc.title | An integrated SWOT based fuzzy AHP and fuzzy MARCOS methodology for digital transformation strategy analysis in airline industry | en_US |
dc.type | Article | en_US |
dc.peerreviewed | yes | en_US |
dc.publicationstatus | Published | en_US |
dc.contributor.department | Özyeğin University | |
dc.contributor.authorID | (ORCID 0000-0001-7729-2206 & YÖK ID 237676) Havle, Celal | |
dc.contributor.ozuauthor | Havle, Celal Alpay | |
dc.identifier.volume | 97 | en_US |
dc.identifier.wos | WOS:000711948900002 | |
dc.identifier.doi | 10.1016/j.jairtraman.2021.102142 | en_US |
dc.subject.keywords | Airline industry | en_US |
dc.subject.keywords | Digital transformation | en_US |
dc.subject.keywords | SWOT Analysis | en_US |
dc.subject.keywords | Fuzzy AHP | en_US |
dc.subject.keywords | Fuzzy MARCOS | en_US |
dc.identifier.scopus | SCOPUS:2-s2.0-85115190727 | |
dc.relation.publicationcategory | Article - International Refereed Journal - Institutional Academic Staff |
Files in this item
Files | Size | Format | View |
---|---|---|---|
There are no files associated with this item. |
This item appears in the following Collection(s)
Share this page