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

Büyüközkan, Gülçin, Celal Alpay Havle and Orhan Feyzioğlu

Journal of Air Transport Management, 2020, vol. 86, issue C

Abstract: 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.

Keywords: Air transportation; Airlines; Digital service quality; Digital transformation; IVIF AHP; SERVQUAL (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jaitra:v:86:y:2020:i:c:s0969699719304752

DOI: 10.1016/j.jairtraman.2020.101817

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