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.
Original language | English |
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Pages (from-to) | 192-205 |
Number of pages | 14 |
Journal | Transportation Research Part E: Logistics and Transportation Review |
Volume | 127 |
Early online date | 25 May 2019 |
DOIs | |
Publication status | Published - 1 Jul 2019 |
Research Groups and Themes
- MGMT Operations and Management Science
- MGMT theme Innovation and Digitalisation
Keywords
- Crisis communication Twitter mining
- Customer behaviour
- Image repair
- Social media big data