A new digital service quality model and its strategic analysis in aviation industry using interval-valued intuitionistic fuzzy AHP

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

JOURNAL OF AIR TRANSPORT MANAGEMENT, cilt.86, 2020 (SSCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 86
  • Basım Tarihi: 2020
  • Doi Numarası: 10.1016/j.jairtraman.2020.101817
  • Dergi Adı: JOURNAL OF AIR TRANSPORT MANAGEMENT
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus, Geobase, Hospitality & Tourism Complete, Hospitality & Tourism Index, Index Islamicus
  • Anahtar Kelimeler: Air transportation, Airlines, Digital service quality, Digital transformation, IVIF AHP, SERVQUAL, MULTIPLE-ITEM SCALE, DECISION-MAKING, CUSTOMER SATISFACTION, SELECTION, METHODOLOGY, CRITERIA, DEMATEL, SECTOR, ANP
  • Galatasaray Üniversitesi Adresli: Evet

Özet

Today, airline companies have to provide digital products and services to ensure customer satisfaction. Accordingly, classical service quality models are not sufficient to capture customer expectations, and new digital service quality (DSQ) models should emerge. This study aims to propose a new and genuine DSQ model. The proposed model consists of digital tangibles, reliability, digital interaction, digital trust, and customer-centricity dimensions; and 35 criteria related to them. Importance degrees of criteria are determined with the IVIF AHP method. The validity of the proposed model is verified, employing a real case concerning the Turkish airline industry. The results show that the most significant dimension is digital trust, and the three most important criteria are proactive customer service, cybersecurity, and customer insight.