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A digital transformation maturity model for the airline industry with a self-assessment tool
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CitationKıyıklık, A., Kuşakçı, A. O. ve Mbowe, B. (2022). A digital transformation maturity model for the airline industry with a self-assessment tool. Decision Analytics Journal, 3, https://doi.org/10.1016/j.dajour.2022.100055
The technological habitat in which successful firms may flourish is in rapid change. With digital transformation (DT), everything is connected and interdependent. Manual processes are now automated for most businesses. As a result, habits, and needs are changing, which, in turn, affects the conventional way firms offer their goods and services. Airlines are eager to participate in the trend as well. Those who adapt quickly to this new world will gain a greater share of the pie. However, most airlines have bulky and rigid systems designed based on the industry’s strict rules and regulations. Thus, the transformation process required to adapt to the new era of digitalization is not a simple task. Several interrelated factors, such as strategy, organization, customer, technology, operations, ecosystem, and innovation, have to be redefined to conceptualize a valid and functioning business framework. On the other hand, connectivity and accessibility are the game’s name from the passengers’ perspective. Acknowledging the necessities of the new era, the aim of this study is two-fold: (i) to highlight the essence of DT by examining the role of DT’s sub-dimensions in the civil airline industry, (ii) and propose a Digital Transformation Maturity (DTM) self-assessment tool for determining the DT maturity level of airline firms. The former is assessed by the judgments of aviation experts using Interval Type-2 Fuzzy AHP (IT2F-AHP), while the second stage was done with a survey in an airline company. According to the results, the digital strategy and the technology are highlighted as the most prominent dimensions of the proposed DTM tool. DTM evaluation of the selected airline reveals that the company is on the right path, with an overall score of 62 in its DT journey. However, some clear improvement opportunities are visible.