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Examining customer perception and behaviour through social media research – An empirical study of the United Airlines overbooking crisis

Research output: Contribution to journalArticle

Original languageEnglish
Pages (from-to)192-205
Number of pages14
JournalTransportation Research Part E: Logistics and Transportation Review
Early online date25 May 2019
DateAccepted/In press - 9 May 2019
DateE-pub ahead of print - 25 May 2019
DatePublished (current) - 1 Jul 2019


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.

    Research areas

  • Crisis communication Twitter mining, Customer behaviour, Image repair, Social media big data

    Structured keywords

  • MGMT Operations and Management Science
  • MGMT theme Innovation and Digitalisation


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