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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dc.contributor.authorChin, Mun Hoe
dc.date.accessioned2017-10-30T02:55:54Z
dc.date.available2017-10-30T02:55:54Z
dc.date.issued2014-06
dc.description.abstractTan 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.en_US
dc.identifier.urihttp://hdl.handle.net/123456789/5155
dc.language.isoenen_US
dc.publisherUniversiti Sains Malaysiaen_US
dc.subjectEmbracing self-service technologiesen_US
dc.subjectand social mediaen_US
dc.titleCreating And Sustaining Competitive Advantage By Embracing Self-Service Technologies And Social Media : The Winning Formula Of Airasia The Thriving Brand In The Challenging Aviation Industryen_US
dc.typeThesisen_US
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