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Examining customer perception and behaviour through social media research – An empirical study of the United Airlines overbooking crisis

Jie Ma, Ying Kei Tse, Xiaojun Wang and Minhao Zhang

Transportation Research Part E: Logistics and Transportation Review, 2019, vol. 127, issue C, 192-205

Abstract: Airlines have been adopting yield management to optimise the perishable seat control problem and overbooking is a common strategy. This study outlines the connections between yield management, crises, and crisis communication. Using big data captured on a social media platform, this study aims to combine traditional yield management with emerging social big data analytics. As part of this, we use the twitter data on the 2017 United Airline (UA) to analyse the overbooking crisis. Our findings shed light on the importance of a more effective orchestration of yield management to avoid the escalation of crises during crisis communication phases.

Keywords: Social media big data; Customer behaviour; Image repair; Crisis communication Twitter mining (search for similar items in EconPapers)
Date: 2019
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