Creating And Sustaining Competitive Advantage By Embracing Self-Service Technologies And Social Media : The Winning Formula Of Airasia The Thriving Brand In The Challenging Aviation Industry
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Date
2014-06
Authors
Chin, Mun Hoe
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
Tan Sri Tony Fernandes with a group of like-minded friend transformed RM
40 million worth of debts to today’s AirAsia and this study is aimed to explore deeply
into analysing AirAsia’s low-cost model and identifying the role and issues of selfservice
technologies and social media in the AirAsia’s low-cost model. Semi-guided
interviews were conducted to capture insight and feedback from experts with
experience in self-service technologies and social media and documents where
reviewed to provides overview and operations the group. Currently, AirAsia has its
very own low-cost model based on Southwest’s. In AirAsia’s low-cost model, selfservice
technologies and social media play an important role. Wide range of selfservice
technologies to facilitate its services from reservation to check-in and engage
its consumers over various social media platform even in China. Through interviews,
issues such as low response rate on social media, discrepancy online and on ground
experiences and more and case issues were addressed. Analysis tools SWOT analysis
was used to analyse internal and external environmental factors of the case issues.
Recommendations were given to improve the issues to enhance consumer
engagement, resulting sustainable competitive advantage in the competitive aviation
industry.
Description
Keywords
Embracing self-service technologies , and social media