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


Havle C. A. , FEYZİOĞLU O., Buyukozhan G.

JOURNAL OF AIR TRANSPORT MANAGEMENT, vol.97, 2021 (Peer-Reviewed Journal) identifier identifier

  • Publication Type: Article / Article
  • Volume: 97
  • Publication Date: 2021
  • Doi Number: 10.1016/j.jairtraman.2021.102142
  • Journal Name: JOURNAL OF AIR TRANSPORT MANAGEMENT
  • Journal Indexes: Social Sciences Citation Index, Scopus, Hospitality & Tourism Complete, Hospitality & Tourism Index, Index Islamicus
  • Keywords: Airline industry, Digital transformation, SWOT Analysis, Fuzzy AHP, Fuzzy MARCOS, ANP-BASED SWOT, DECISION-MAKING, SUPPLIER SELECTION, RISK-ASSESSMENT, TOPSIS, FRAMEWORK, PROJECTS, MODEL

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 SWOTbased 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".