A new digital service quality model and its strategic analysis in aviation industry using interval-valued intuitionistic fuzzy AHP |
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| Affiliation: | 1. Department of Software Engineering, University of Granada, Granada 18071, Spain;2. Department of Marketing and Market Research, Complutense University of Madrid, Madrid 28015, Spain;3. Department of Computer Science and Artificial Intelligence, University of Granada, Granada 18071, Spain;4. Department of Electrical and Computer Engineering, King Abdulaziz University, Jeddah 21589, Saudi Arabia;1. Department of Industrial Engineering, Istanbul Technical University, Macka, 34367, Istanbul, Turkey;2. Department of Management Engineering, Istanbul Technical University, Macka, 34367, Istanbul, Turkey |
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| 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. |
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| Keywords: | Air transportation Airlines Digital service quality Digital transformation IVIF AHP SERVQUAL |
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