The Effect of Digital Applications on Custormer Satisfaction in Malaysian Passanger Airline Industry: Post- Pandemic Era

Abstract

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.