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

Name: An integrated SWOT based fuzzy AHP and fuzzy MARCOS methodology for digital transformation strategy analysis in airline industry
Author: Büyüközkan, G., Havle, Celal Alpay, Feyizoğlu, O.

İsim	An integrated SWOT based fuzzy AHP and fuzzy MARCOS methodology for digital transformation strategy analysis in airline industry
Yazar	Büyüközkan, G., Havle, Celal Alpay, Feyizoğlu, O.
Basım Tarihi:	2021-10
Basım Yeri	- Elsevier
Konu	Airline industry, Digital transformation, SWOT Analysis, Fuzzy AHP, Fuzzy MARCOS
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	0969-6997
Kayıt Numarası	8bf5fe3c-5ca4-4b27-a1ee-737e7127cede
Lokasyon	Professional Flight Program
Tarih	2021-10
Örnek Metin	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”.
DOI	10.1016/j.jairtraman.2021.102142
Cilt	97

Kaynağa git Özyeğin Üniversitesi

Aramaya Dön

Özyeğin Üniversitesi

Kaynağa git

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

Yazar Büyüközkan, G., Havle, Celal Alpay, Feyizoğlu, O.

Basım Tarihi 2021-10

Basım Yeri - Elsevier

Konu Airline industry, Digital transformation, SWOT Analysis, Fuzzy AHP, Fuzzy MARCOS

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 0969-6997

Kayıt Numarası 8bf5fe3c-5ca4-4b27-a1ee-737e7127cede

Lokasyon Professional Flight Program

Tarih 2021-10

Örnek Metin 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”.

DOI 10.1016/j.jairtraman.2021.102142

Cilt 97