Kuşakcı, Ali Osman
Yükleniyor...
Araştırma projeleri
Organizasyon Birimleri
Yönetim Bilimleri Fakültesi, İşletme Bölümü
Küresel rekabete ayak uydurmak ve sürdürülebilir olmak isteyen tüm şirketler ve kurumlar, değişimi doğru bir şekilde yönetmek, teknolojinin gerekli kıldığı zihinsel ve operasyonel dönüşümü kurumlarına hızlı bir şekilde adapte etmek zorundadırlar.
Adı Soyadı
Ali Osman Kuşakcı
İlgi Alanları
Business Analytics, Artificial Intelligence, Genetic Algorithm, Constrained Optimization
Kurumdaki Durumu
Aktif Personel
2 sonuçlar
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Yayın Adapting social media strategies: a comparative analysis of Turkish Airlines, Qatar Airways, and Emirates before, during, and after the COVID-19 Pandemic(Bussecon International Academy, 2023) Kim, Tatyana; Kuşakcı, Ali OsmanIn recent years, the aviation industry has transformed significantly, driven by the increasing importance of digital technologies and social media for communication and marketing. The COVID- 19 pandemic accelerated this transformation, posing unprecedented challenges to airlines. The present study investigates how Turkish Airlines, Qatar Airways, and Emirates adapted their social media strategies before, during, and after the pandemic. The research has a threefold focus: (i) assessing pre- pandemic social media strategies, (ii) examining strategy evolution during the pandemic, and (iii) comparing the effectiveness of these strategies before and after COVID-19. By exploring how these airlines leveraged social media to navigate pandemic-related disruptions and maintain vital connections with passengers, this study provides valuable insights. These findings hold significant implications for aviation stakeholders, marketing professionals, and researchers, shedding light on the evolving role of social media in crisis communication and marketing. The study uncovered interesting changes in how airlines use Twitter. After the pandemic, they started using more emojis, and their messages shifted from promoting services to expressing hope during the pandemic and back to promotions afterward. They played with visuals and hashtags. Pricing-wise, they offered discounts for students, different ticket options, and bundled services. In promotions, they focused on being environmentally and socially responsible, user convenience, and specific events. They mainly shared updates on flights, achievements, and travel advice. To engage people, they used quizzes, replied directly to customers, and targeted specific groups. For marketing managers, the study suggests being more customer-focused, emphasizing environmental and social responsibility, offering diverse pricing, celebrating milestones, and creating engaging content. Overall, the findings provide practical insights for adjusting marketing strategies in the ever-changing world of airlines, especially considering the challenges brought by COVID-19.Yayın A digital transformation maturity model for the airline industry with a self-assessment tool(Elsevier, 2022) Kuşakcı, Ali Osman; Kıyıklık, Ayşe; Mbowe, Baboucarr; Yönetim Bilimleri Fakültesi, İşletme BölümüThe 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.
