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

• Published in: Journal of air transport management Vol. 97; p. 102142
• Main Authors: Büyüközkan, Gülçin, Havle, Celal Alpay, Feyzioğlu, Orhan
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.10.2021
• Subjects: Airline industry; Digital transformation; Fuzzy AHP; Fuzzy MARCOS; SWOT Analysis; Digital transformation; SWOT Analysis; Fuzzy AHP; Fuzzy MARCOS; Airline industry
• ISSN: 0969-6997; 1873-2089
• DOI: 10.1016/j.jairtraman.2021.102142

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 SWOT-based 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”. •A quantified SWOT analysis is offered to reveal digital transformation (DT) strategies for air transportation.•The weights of the SWOT factors are determined with the fuzzy AHP method.•The fuzzy MARCOS method is used to select the most appropriate DT strategy.•A case study is carried out concerning the airline industry in Turkey.