Highlights Reviews the literature on yield management, social media crisis and image repair. 55,083 Tweets over the 24-h were captured to analyse the 2017 UA Overbooking Crisis. The two-phase insincere rhetorical apology was a main contributor to the crisis. Hard to identify stakeholders hence to alter their perceptions and repair image. Demands for a more effective orchestration of yield management to avoid crisis.
Abstract Airlines have been adopting yield management to optimise the perishable seat control problem and overbooking is a common strategy. This study outlines the connections between yield management, crises, and crisis communication. Using big data captured on a social media platform, this study aims to combine traditional yield management with emerging social big data analytics. As part of this, we use the twitter data on the 2017 United Airline (UA) to analyse the overbooking crisis. Our findings shed light on the importance of a more effective orchestration of yield management to avoid the escalation of crises during crisis communication phases.
Examining customer perception and behaviour through social media research – An empirical study of the United Airlines overbooking crisis
2019-05-09
14 pages
Aufsatz (Zeitschrift)
Elektronische Ressource
Englisch
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