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

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  • Büyüközkan, Gülçin
  • Havle, Celal Alpay
  • FeyzioÄŸlu, Orhan

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.

Suggested Citation

  • Büyüközkan, Gülçin & Havle, Celal Alpay & FeyzioÄŸlu, Orhan, 2020. "A new digital service quality model and its strategic analysis in aviation industry using interval-valued intuitionistic fuzzy AHP," Journal of Air Transport Management, Elsevier, vol. 86(C).
    • Handle: RePEc:eee:jaitra:v:86:y:2020:i:c:s0969699719304752
    DOI: 10.1016/j.jairtraman.2020.101817
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    References listed on IDEAS

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    Cited by:

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    2. Melda Kokoç & Süleyman Ersöz, 2021. "A literature review of interval-valued intuitionistic fuzzy multi-criteria decision-making methodologies," Operations Research and Decisions, Wroclaw University of Science and Technology, Faculty of Management, vol. 31(4), pages 89-116.
    3. Yalcin Kavus, Bahar & Gulum Tas, Pelin & Ayyildiz, Ertugrul & Taskin, Alev, 2022. "A three-level framework to evaluate airline service quality based on interval valued neutrosophic AHP considering the new dimensions," Journal of Air Transport Management, Elsevier, vol. 99(C).
    4. Tsai, Pei-Hsuan & Chen, Chih-Jou & Hsiao, Wei-Hung & Lin, Chin-Tsai, 2023. "Factors influencing the consumers’ behavioural intention to use online food delivery service: Empirical evidence from Taiwan," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    5. Büyüközkan, Gülçin & Havle, Celal Alpay & Feyzioğlu, Orhan, 2021. "Digital competency evaluation of low-cost airlines using an integrated IVIF AHP and IVIF VIKOR methodology," Journal of Air Transport Management, Elsevier, vol. 91(C).
    6. Michael Owusu-Kyei & Yusheng Kong & Michael Owusu Akomeah & Stephen Owusu Afriyie, 2023. "Corporate Governance and Total Quality Management Implementation in The Telecom Sector, Ghana," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(2), pages 141-157, February.
    7. Büyüközkan, Gülçin & Havle, Celal Alpay & Feyzioğlu, Orhan, 2021. "An integrated SWOT based fuzzy AHP and fuzzy MARCOS methodology for digital transformation strategy analysis in airline industry," Journal of Air Transport Management, Elsevier, vol. 97(C).

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