ISSN: 2226-3624
Open access
In recent times, digitalisation has become increasingly utilised by companies globally to shape their businesses and to effectively increase sustainable customer loyalty, create distinctiveness, as well as provide competitive advantage. The airline sector is actively involved in sustainable digital innovation due largely to its cost structure, competition intensity and desire to improve customers experience and organisational performance. This paper therefore seeks to investigate the impact of digital marketing applications and strategies adopted by both local and international airline operators in Malaysia. The study specifically focused on determining the relationship between the independent variables of digitalization strategies construct (pre-arrival digital tools usage, boarding digital tools usage and arrival digital usage ) and the dependent variable ( customer satisfaction).As result, the study adopt quantitative methodology whereby primary data will be collected through an online questionnaire survey to be administered to conveniently selected sample respondents in Klang Valley area, Malaysia. The survey data will seek to analyse sustainable digital application best practices in the industry in Malaysia in the context of the effect of digital marketing on customers relation management post -COVID 19. By using SPSS Version 23 data analysis tool, descriptive and correlation analysis were performed to determine the degree of association among the tested variables. The findings of the study will have implications on customers expectations and demand from airline companies as well as assist airline sector practitioners improve on effective adoption and utilization of digital technology to drive change and improve performance in the turbulent aviation business environment.
Alkaabi, A. K. A. S., Adaikalam, J., Karim, A. M., Hock, O. Y., & Hossain, M. I. (2020). Influence on Internal Control through Digitalization of Assets: A Study on Ministry of Interior, UAE. International Journal of Academic Research in Accounting, Finance and Management Sciences, 10 (1),13-24.
Alkaabi, A. K. A. S., Karim, A. M, Hossain, M. I., Nasiruzzaman, M. (2019). Assets Digitalization: Exploration of Prospects with Better Control Implementation. International Journal of Academic Research in Business and Social Sciences, 9(5), 960–970.
Alt?ndal, M. (2013). Dijital pazarlamada marka yönetimi ve sosyal medyan?n etkileri ?Brand management in digital marketing and the effects of social media?. Academic IT Conference, Akdeniz University.
Andal-Ancion, A., Cartwright, P. A., & Yip, G. S. (2003). The digital transformation of traditional business. MIT Sloan Management Review. 44(4), 34.
Arntz, M., Gregory, T., & Zierahn, U. (2019). Digitization and the future of work: macroeconomic consequences. In Handbook of labor, human resources and population economics (pp. 1-29). Cham: Springer International Publishing.
Babenko, V., Kulczyk, Z., Perevosova, I., Syniavska, O., & Davydova, O. (2019). Factors of the development of international e-commerce under the conditions of globalization. In SHS Web of Conferences (Vol. 65, p. 04016). EDP Sciences.
Bashir, M. A., Ali, M. H., Wai, L. M., Hossain, M. I., & Rahaman, M. S. (2020). Mediating Effect of Customer Perceived Value on the Relationship between Service Quality and Customer Satisfaction of E-Banking in Bangladesh. International Journal of Advanced Science and Technology. 29(2), 3590 – 3606
Bhattacharjee, A., Jahanshahi, A. A., Polas, M. R. H., Hossain, M. I., & Asheq, A. S. (2019). Customer Care Service Management is Moving Forward to Achieve Sustainable Customer Retention in Every Industry. Does it play a Role to Increase Brand Retention. International Journal of Management and Sustainability, 8(2), 88-97.
Brink, T. (2017). B2B SME management of antecedents to the application of social media. Industrial Marketing Management, 64, 57-65.
Burke, M., Quigley, M., & Speed, C. (2013). The internet of things: Pink jumpers and Hungarian eggs in digital spaces. Procedia Technology, 9, 152-157.
Cento, A. (2008). The airline industry: challenges in the 21st century. Springer Science & Business Media.
Colombo, M. G., Croce, A., and Grilli, L. (2013). ICT services and small businesses’ productivity gains: An analysis of the adoption of broadband Internet technology. Information Economics and Policy, 25(3), pp.171-189.
Dragomir, V. D., & Dumitru, M. (2022). Practical solutions for circular business models in the fashion industry. Cleaner Logistics and Supply Chain, 4, 100040.
Duziak, D. (2023). Decentralized Booking Platforms. In Blockchain for Hospitality and Tourism: A Guide to the Future (pp. 57-65). Berkeley, CA: Apress.
Fachrurazi, F., Zarkasi, Z., Maulida, S., Hanis, R., & Yusuf, M. (2022). Ingcreasing Micro Small Medium Enteprises Activity Entrepreneurial Capacity In The Field Of Digital Marketing. Jurnal Ekonomi, 11(03), 1653-1660.
George, G., & Schillebeeckx, S. J. (2022). Digital transformation, sustainability, and purpose in the multinational enterprise. Journal of World Business, 57(3), 101326.
Gillen, D. W., Oum, T. H., & Tretheway, M. W. (1990). Airline cost structure and policy implications: a multi-product approach for Canadian airlines. Journal of Transport Economics and Policy, 9-34.
Gregory, G., Karavdic, M., & Zou, S. (2007). The effects of e-commerce drivers on export marketing strategy. Journal of International Marketing, 15(2), 30-57.
Grimpe, C., Sofka, W., and Kaiser, U. (2023). Competing for digital human capital: The retention effect of digital expertise in MNC subsidiaries. Journal of International Business Studies, 54(4), pp.657-685.
Heiets, I., La, J., Zhou, W., Xu, S., Wang, X., and Xu, Y. (2022). Digital transformation of airline industry. Research in Transportation Economics, 92, p.101186.
Hossain, M. I., Alam, M. K., Johari, Z., Tasnim, M., Ferdaous, K. I., & Pal, T. (2023). Structural Modelling on Factors of Adopting FinTech Among Malaysian Millennials: Perceived COVID-19 Risk as Moderator. In Digital Natives as a Disruptive Force in Asian Businesses and Societies (pp. 134-156). IGI Global.
Hossain, M. I., Teh, B. H., Tabash, M. I., Alam, M. N., & San Ong, T. (2022). Paradoxes on sustainable performance in Dhaka’s enterprising community: a moderated-mediation evidence from textile manufacturing SMEs. Journal of Enterprising Communities: People and Places in the Global Economy, (ahead-of-print).
Jarach, D. (2002). The digitalisation of market relationships in the airline business: The impact and prospects of E-business. Journal of Air Transport Management, 8, 115–120.
Karaagaoglu, N., & Cicek, M. (2019). An evaluation of digital marketing applications in airline sector. Journal of Human Sciences, 16(2), 606-619.
Khaled, A. S., Ahmed, S., Tabash, M. I., Al-Homaidi, E. A., & Hossain, M. I. (2019). The Impact of Technological and Marketing Innovations on Retailing Industry: Evidence of India. Journal of Reviews on Global Economics, 8, 948-957
Lampathaki, F., Sesana, M., & Alexandrou, M. (2019). Digital transformation in aeronautics through the ICARUS Aviation data and intelligence marketplace. In MATEC web of conference, 304.
Lee, W. L., Chong, A. L., and Ramayah, T. (2019b) The effects of entrepreneurial orientation on the performance of the Malaysian manufacturing sector, Asia-Pacific Journal of Business Administration, Vol. 11 No. 1, pp. 30-45
Lee, Y. Y., and Falahat, M. (2019), The impact of digitalization and resources on gaining competitiveadvantage in international markets: mediating role of marketing, innovation and learning capabilities, Technology Innovation Management Review, Vol. 9 No. 11, pp. 26-39.
Milkau, U., and Bott, J. (2015). Digitalisation in payments: From interoperability to centralised models?. Journal of Payments Strategy & Systems, 9(3), pp.321-340.
Moghrabi, I. A., Bhat, S. A., Szczuko, P., AlKhaled, R. A., & Dar, M. A. (2023). Digital Transformation and Its Influence on Sustainable Manufacturing and Business Practices. Sustainability, 15(4), 3010.
Nardo, M. (2003). The quantification of qualitative survey data: A critical assessment. Journal of Economic Surveys, 17(5), 645–668
Noroozi, B., Valizadeh, M. and Sorial, G.A., (2010). Designing of E-learning for Engineering Education in Developing Countries: Key Issues and Success Factors. In Web-Based Engineering Education: Critical Design and Effective Tools (pp. 1-19). IGI Global.
Ozturk, G. (2013). Dijital reklamc?l?k ve gençlik ?Digital advertising and the youth?. ?stanbul: Beta Publishing.
Pagani, M., and Pardo, C. (2017), “The impact of digital technology on relationships in a business network”, Industrial Marketing Management, Vol. 67, pp. 185-192.
Pardo, C., Pagani, M., & Savinien, J. (2022). The strategic role of social media in business-to-business contexts. Industrial Marketing Management, 101, 82-97.
Phillip, A. C., & George, S. Y. (2003). The Digital Transformation of Tranditional Businesses. MIT Sloan (Vol. 44)(4).
Polas, M. R. H., Juman, M. K., Karim, A. M., Tabash, M. I., Hossain, M. I. (2020). Do Service Quality Dimensions Increase the Customer Brand Relationship among Gen Z? The Mediation Role of Customer Perception between the Service Quality Dimensions (SERVQUAL) and Brand Satisfaction. International Journal of Advanced Science and Technology. 29(4), 1050-1070
Polas, M. R. H., Juman, M. K., Karim, A. M., Tabash, M. I., Hossain, M. I. (2020). Do Service Quality Dimensions Increase the Customer Brand Relationship among Gen Z? The Mediation Role of Customer Perception between the Service Quality Dimensions (SERVQUAL) and Brand Satisfaction. International Journal of Advanced Science and Technology. 29( 4), 1050-1070
Polas, R. H., Imtiaz, M., Saboor, A., Hossain, N., Javed, M. A., & Nianyu, L. (2019). Assessing the Perceived Value of Customers for being Satisfied towards the Sustainability of Hypermarket in Malaysia. International Journal of Business, 6(5), 248-263.
Rialti, R., Filieri, R., Zollo, L., Bazi, S., and Ciappei, C., (2022). Assessing the relationship between gamified advertising and in-app purchases: a consumers’ benefits-based perspective. International Journal of Advertising, 41(5), pp.868-891.
Sabri, M. O., Al-Qawasmi, K., Odeh, M., & Aydin, M. E. (2023). Adoption of business model canvas in exploring digital business transformation. Information Sciences Letters, 12(2), 845-854.
Saunders, M., Lewis, P. H. I. L. I. P., & Thornhill, A. D. R. I. A. N. (2007). Research methods. Business Students 4th edition Pearson Education Limited, England, 6(3), 1-268.
Schallmo, D., Williams, C. A., and Lohse, J. (2018). Clarifying digital strategy–Detailed literature review of existing Approaches. In ISPIM Conference Proceedings (pp. 1-21). The International Society for Professional Innovation Management (ISPIM).
Shrivastava, V. (2023). Skilled Resilience: Revitalizing Asian American and Pacific Islander Entrepreneurship Through AI-Driven Social Media Marketing Techniques. Available at SSRN 4507541.
Sinha, S., Pandey, K. R., & Madan, N. (2018). Fintech and the demand side challenge in financial inclusion. Enterprise development & microfinance, 29(1), 94-98.
Sioshansi, F. P., Zamani, R., & Moghaddam, M. P. (2022). Energy transformation and decentralization in future power systems. In Decentralized Frameworks for Future Power Systems (pp. 1-18). Academic Press.
Stone, M. D., & Woodcock, N. D. (2014). Interactive, direct and digital marketing: A future that depends on better use of business intelligence. Journal of research in interactive marketing, 8(1), 4-17.
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of small business and enterprise development, 22(4), 633-651.
Varnali, K. (2010). The impact of the internet on marketing strategy: Revisiting early predictions. International Journal of E-Business Research (IJEBR), 6(4), 38-51.
Wang, G. J., Xie, C., Chen, S., Yang, J. J., & Yang, M. Y. (2013). Random matrix theory analysis of cross-correlations in the US stock market: Evidence from Pearson’s correlation coefficient and detrended cross-correlation coefficient. Physica A: statistical mechanics and its applications, 392(17), 3715-3730.
Westerman, G., Bonnet, D., & McAfee, A. (2014). Dönü?üm için teknolojiyi kullanmak ?Leading Digital,?. Translated by. Umit Sensoy. ?stanbul: Optimist Publishing.
Yoon, M. G., Yoon, D. Y., & Yang, T. W. (2006). Impact of e-business on air travel markets: Distribution of airline tickets in Korea. Journal of Air Transport Management, 12(5), 253-260.
You, Y. (2018). Research on quality state perception of digital production line in aviation enterprise,MATEC Web of Conferences. 175.
Yu, M. M., Abdul Rashid, A., & See, K. F. (2022). Developing an innovation capital index of global airlines using a hierarchical data envelopment analysis approach. Journal of the Operational Research Society, 73(8), 1708-1723.
Yu, S.-F. (2008). Price perception of online airline ticket shoppers. Journal of Air Transport Management, 14(2), 66–69.
Zarafat, H., Sharif, P. S., & Ming, C. (2013). Demographic and social differences in the acceptance of Internet banking: an empirical study of Malaysia. International Journal of Marketing Practices, 1(1), 01-15.
N/A
Copyright: © 2023 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode