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Assessment of key airline selection indicators in a strategic decision model: Passengers’ perspective

Berk Kucukaltan (School of Applied Sciences, Trakya University, Edirne, Turkey) (Faculty of Management, Law and Social Sciences, School of Management, University of Bradford, Bradford, UK)
Y. Ilker Topcu (Department of Industrial Engineering, Istanbul Technical University, Istanbul, Turkey)

Journal of Enterprise Information Management

ISSN: 1741-0398

Article publication date: 5 June 2019

Issue publication date: 18 June 2019

Abstract

Purpose

Fierce competition in the airline industry compels airline companies to offer various services. Yet, while companies strive to become preferable, customers confront numerous airline selection indicators, and as such causes vagueness in human thinking that needs to be systematically and normatively resolved. Accordingly, the purpose of this paper is initially to establish a strategic decision model that incorporates key selection indicators, among hundreds of criteria, through a systematic approach. Subsequently, it also aims to investigate the relative importance of these indicators for passengers.

Design/methodology/approach

This research first utilises a comprehensive literature review to uncover key indicators used in airline selection. Afterwards, the outcome obtained from the first phase initiated the phase of determining the prioritisation of these key selection indicators, through the analytic hierarchy process (AHP) method, based on passengers’ judgments.

Findings

The outcome of structuring a strategic decision model reveals 32 key selection indicators to be mainly considered by passengers and these indicators are grouped under five dimensions in this paper. Then, the prioritisation results given by the AHP indicate that “price-related factors” and “customer satisfaction-related factors”, respectively, are more important dimensions for passengers while selecting the best airline company.

Originality/value

The proposed approach provides a novel way to identify and prioritise key airline selection indicators for different passengers, through using the AHP, as a response to the need of adopting a systematic and comprehensive manner with the inclusion of general industry norms. Within this scope, the established model and the prioritisation results can be used as a reference by both airline passengers during their decision-making processes and airline companies which aim for becoming more competitive.

Keywords

Acknowledgements

Early version of this paper was presented in the International Symposium on the Analytic Hierarchy Process (ISAHP) 2016 and the latest version was presented in the Business & Organization Research (BOR) Conference 2018.

Citation

Kucukaltan, B. and Topcu, Y.I. (2019), "Assessment of key airline selection indicators in a strategic decision model: Passengers’ perspective", Journal of Enterprise Information Management, Vol. 32 No. 4, pp. 646-667. https://doi.org/10.1108/JEIM-08-2018-0178

Publisher

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Emerald Publishing Limited

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