Faced with the rapid development of digital technology and the rapid changes in the aviation industry, Thai Vietjet Air needs to be innovative in digital transformation to stay competiti
BackgrOundd - - ô- s+ x kh TH HH HH HH Hà 1
The rapid evolution of digital technology has significantly transformed global business models and daily life, necessitating that organizations embrace digital transformation Key advancements in areas like big data, artificial intelligence, virtual reality, and cloud technology highlight the urgency for businesses to adapt The widespread availability of the internet has reshaped human lives and business practices, continually driving changes in how we operate According to Matt, Hess, and Benlian (2015), companies must recognize the importance of digital transformation, as it affects decision-making processes, production, service delivery, cost structures, finances, and organizational frameworks Additionally, Mitroulis and Kitsios (2019) note that intense market competition and globalization compel businesses to make radical decisions and transitions to stay relevant.
The aviation industry is rapidly embracing digital transformation, fueled by technological innovation and the demand for enhanced customer experiences Airlines, airports, and related services are recognizing the competitive advantages of digital applications in the global market This transformation not only streamlines business operations but also enhances customer interactions and fosters new business opportunities To achieve long-term success, the aviation sector must implement an effective digital transformation strategy By leveraging digital technology, aviation companies can outpace competitors and innovate their existing business models.
Digitalization is reshaping global customer expectations (Akkartal, 2023) To meet these evolving demands, companies must reassess and adapt their strategies by leveraging new products, tools, and applications to enhance customer interactions (Richards, Seidakhmetov, & Zhunussova, 2020).
The airline industry faces intense competition, which has been amplified by advancements in digital technology According to Henriette et al (2016), technological innovations significantly influence organizational behaviors and practices In recent years, the aviation sector has heavily invested in new digital technologies, such as websites, mobile communications, self-service equipment, and software solutions (Philip & George, 2003; Milkau & Bott).
In 2015, advancements in high technology prompted airlines to rethink their operational strategies, leading to enhanced performance This transformation enables airlines to deliver superior services, ultimately satisfying customer needs and generating greater value.
Many airlines are embracing digital transformation, with Philippine Airlines leading the way by utilizing artificial intelligence (AI) to analyze passenger data, resulting in a 20% annual increase in customer engagement Similarly, Air Canada has implemented machine learning to enhance its virtual assistant, enabling it to efficiently respond to inquiries about fares and flight statuses, thereby improving passenger convenience Additionally, Air New Zealand is experimenting with innovative solutions, such as providing flight attendants with wireless headsets for real-time translation of customer requests, further enhancing the travel experience.
Vietjet offers services in 40 different languages and utilizes AI technology on its website, featuring the robot Amy to assist passengers with inquiries related to ticket bookings, check-ins, payment instructions, flight changes, and refunds In addition to enhancing passenger experience, Vietjet has fully digitized its cargo transportation through the Swift247 express delivery service, which partners with Grab technology for same-day delivery.
Aviation businesses undergoing digital transformation face significant risks if they fail to adapt their processes to evolving technology Effective management of digital transformation can unlock new opportunities while mitigating potential threats According to Chanias, Myers, and Hess (2019), companies that embrace their core business during this transition can outperform traditional competitors through strategic implementation Therefore, a well-planned and strategically managed digital transformation is essential With rapid changes in technology and consumer behavior, aviation companies must adopt an innovative and flexible approach to thrive in the competitive market (Matt, Hess, & Benlian, 2015) In an era of peak globalization, businesses that accurately identify and address the nuanced needs of consumers, leveraging insights from diverse information channels, will gain a competitive edge (Chanias, Myers & Hess, 2019).
Thai VietJet Air, a low-cost airline based at Bangkok Suvarnabhumi Airport, is a subsidiary of VietJet Air, established through a joint venture with Kan Air Chairman Somphong Sooksanguan With VietJet Air holding a reduced ownership of 9%, the majority shares are owned by Thai VietJet Aviation Company Limited (52%) and International Investment Company Limited (39%) Since its launch on March 25, 2015, operating the Bangkok-Phuket route, the airline faces increasing competition in the rapidly evolving aviation industry, driven by digital transformation To meet travelers' demands for seamless, digitally integrated experiences from booking to inflight services, Thai VietJet Air must innovate its digital practices to enhance customer satisfaction and operational efficiency, emphasizing the importance of a robust digital transformation strategy.
This research, titled “Developing a Digital Transformation Strategy for Thai Vietjet Air Period 2025-2030,” aims to create a comprehensive digital transformation strategy for the airline The focus is on enhancing service quality, meeting customer expectations, and achieving greater business efficiency during the specified timeframe.
Research motivation is significantly driven by the desire to develop research skills, which enhances critical thinking, problem-solving strategies, and practical application Engaging in research allows individuals to effectively utilize various information sources, process and analyze data, and propose hypotheses and alternative solutions Additionally, researchers gain a deeper understanding of theories and concepts, linking them to real-world practice The motivation for research extends beyond theoretical knowledge, encompassing emotional engagement and the thrill of significant discoveries, which are vital for both the researcher and fellow students Ultimately, the research process unveils students' personal interests and abilities, fostering their growth and development.
Completing research is essential for graduate students, as it not only enhances their knowledge in a specific field but also provides them with a certification that validates their advanced training Engaging in research is crucial for researchers, as it allows them to contribute to scientific understanding and national development By exploring their chosen discipline, researchers can generate innovative ideas, showcasing their creativity and adding value to the field Ultimately, through research and completing their degree, they play a significant role in driving digital transformation.
This research aims to develop a digital transformation strategy for Thai Vietjet Air in the period of 2025-2030 Specifically, the research brings to a focus of shedding light on the following objectives:
To find out current state, challenges and aspirations of Thai Vietjet Air;
To develop a digital transformation strategy for the Thai Vietjet Air in the period 2025-2030
To suggest solutions to elevate Thai Vietjet Air’s customer experience through digital touch points;
Relying on the research aim and objectives, three research questions are deployed as the following:
(1) What are current states, challenges, and aspirations of Thai Vietjet Air?
(2) What are solutions recommended for elevating Thai Vietjet Air’s customer experience through digital touch points?
(3) How to develop a digital transformation strategy for the Thai Vietjet Air in the period 2025-2030?
A survey was conducted targeting both customers and employees of Thai Viet Jet Air to address three primary research questions Specific inquiries were designed to provide clarity and insights into these research questions, ensuring a comprehensive understanding of the perspectives of both groups.
(a) What are the customers’ satisfaction with Thai Viet Jet Air’s service?
(b) How do you evaluate the current digital touchpoints of Thai Viet Jet?
(c) What do you expect in Thai Viet Jet’s digital service in the future?
(a) Which digital technologies has Thai Viet Jet Air applied in its digital service?
(b) What are challenges Thai Viet Jet Air’s employees encounter in the process of providing service?
(c) What do you expect to make Thai Viet Jet Air’s service better in the future? (d) Which digital technologies do you recommend to improve Thai Vietjet Air’s customer experience?
This research focuses exclusively on the current state, challenges, and aspirations of Thai Vietjet Air, aiming to recommend solutions for enhancing customer experience through digital touchpoints Additionally, it seeks to develop a digital transformation strategy for Thai Vietjet Air for the period of 2025-2030, intentionally excluding other factors such as the challenges and influences impacting the digital transformation process.
This research examines the operational network of Thai Vietjet Air, focusing on its offices and airport lobby locations Due to time and workforce constraints, the study will be conducted at select convenient offices of Thai Vietjet Air and the airport lobby The survey is scheduled for July 2024.
Research SCOD€ - óc HH HH TH TH HH TH HH 6
This research focuses exclusively on the current state, challenges, and aspirations of Thai Vietjet Air, aiming to recommend solutions for enhancing customer experience through digital touchpoints and to formulate a digital transformation strategy for the airline for the period 2025-2030 It intentionally excludes other factors, such as those influencing the digital transformation process or the challenges encountered during its implementation.
This research examines the operational network of Thai Vietjet Air, focusing on its offices and airport lobby locations Due to constraints in time and workforce, the study is limited to select convenient offices and the airport lobby The survey will be conducted in July 2024.
Research methodỌOE V .- - << 4xx vn TH TH HH nh 6
This study employs both secondary and primary research, utilizing a mixed-methods approach that combines quantitative and qualitative techniques to address the research questions The integration of these methods is appropriate, as it allows for a comprehensive analysis of data collected from questionnaires and group interviews A total of 40 employees from the Commercial Department participated in the survey, providing valuable insights through both the questionnaire and interview discussions.
The Service and ICT Departments of Thai Vietjet Air, along with feedback from 40 customers, contribute to an analysis of the airline's digital readiness Utilizing secondary research, the study examines internal documents and credible online sources, employing qualitative methods to assess Thai Vietjet Air's performance against industry standards set by competitors like Vietnam Airlines and Air Asia.
This thesis is divided into five chapters as follows:
Chapter 1- introduction presents research background, research aim and objectives, research questions, scope of the research and methodology
Chapter 2- literature review presents some concept of digital transformation strategy and frameworks of the research
Chapter 3- research methodology presents methods used to analyze data, sample size, instruments, data collection procedure and data analysis procedure
Chapter 4- findings presents the results of the research Chapter 5- conclusion and recommendations presents summary of the research, limitations, implications, and some recommendations for further studies.
This chapter outlines the rationale behind the thesis title, detailing the motivations and objectives aimed at understanding the current state, challenges, and future aspirations of Thai Vietjet Air It seeks to enhance the customer experience through digital touchpoints and formulate a digital transformation strategy for the airline for the years 2025 to 2030 To address the research questions, both quantitative and qualitative methods are employed.
Digital transformation, a concept that gained traction during the internet boom, refers to the integration of digital technology across all business areas When executed effectively, it can revolutionize business operations, enhance collaboration, optimize performance, and deliver greater value to customers However, defining digital transformation can be challenging, as its implementation varies across different sectors As noted by Walter (2023), it represents a holistic change that reshapes our lives, work, and interpersonal relationships through the application of digital technology.
Digital transformation involves leveraging new digital technologies—such as mobile technology, social media, embedded devices, and analytics—to significantly enhance business operations, create new business models, and improve customer experiences (Fitzgerald et al., 2014; Westerman et al., 2011) This transformative process not only facilitates the development of innovative opportunities and revenue streams but also fosters creativity across entire industries rather than merely upgrading traditional methods It requires a strategic alignment of technology investments with business models to effectively engage digital customers throughout their experience (Solis et al., 2014) As Martin (2008) noted, digital transformation generates fundamentally new capabilities across various sectors, leading to a comprehensive integration of digital technologies and business processes (Liu et al., 2011) This transformation encompasses changes in all aspects of society driven by digital technology (Stolterman et al., 2004) and results in new actors, structures, and practices that can alter existing organizational norms (Hinings et al., 2018).
Digital transformation differs from digitization, as it encompasses the broader changes driven by the emergence and advancement of digital technologies While digitization focuses on converting analog information into digital formats and automating processes, digital transformation involves organizations adapting and responding effectively to new technologies This distinction highlights that transformation requires a deeper understanding and proactive action, rather than merely implementing superficial changes.
Digital transformation is an inevitable trend of our era, driven by constant change in both life and society As individuals and organizations evolve, they must adapt to avoid becoming obsolete However, this transformation is not a one-size-fits-all process; each entity must create a personalized roadmap that aligns with their unique perspectives, understanding, and operational needs.
Digital transformation begins with a shift in mindset and awareness, leading to gradual changes in our lifestyles, work practices, and production methods through digital technologies This transformation impacts not only organizations and businesses but also customers, partners, human resources, and distribution channels By enhancing productivity and reducing costs, digital transformation creates new opportunities for development and generates value beyond traditional norms in sectors like healthcare, education, and production Today, digital transformation is increasingly being implemented across various aspects of life.
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Figure 2.1 Bibliometric map of digital transformation (Kraus et al., 2021)
Digital transformation plays a crucial role in various industries, particularly in business It facilitates better connectivity and reduces the distance between departments within an organization by integrating information across a unified technology platform By leveraging technology in digital transformation, businesses can effectively break down silos and enhance collaboration among teams.
"wall" separating departments thanks to the multi-dimensional, multi-functional connection platform between departments From there, digital transformation helps
10 businesses improve all internal operations, work is deployed smoothly, less dependent on resources because most of the work has been automated and semi-automated.
Digital transformation enhances efficiency in business management by enabling owners to proactively monitor reports and assess production and operational activities It ensures that all business information is digitized and presented transparently with precise data, effectively minimizing the risks associated with hidden costs and black funds, ultimately optimizing revenue.
Digital transformation significantly enhances employee productivity by automating low-value tasks, allowing businesses to reduce labor costs while enabling employees to focus on skill development and more critical responsibilities Additionally, it provides managers with streamlined reporting data, facilitating the assessment of individual employee performance over various timeframes, such as daily, weekly, monthly, or quarterly.
Digital transformation significantly enhances product quality by enabling businesses to leverage modern technology in their production lines, which minimizes errors and allows employees to focus on improving their skills and optimizing product value Furthermore, it boosts the competitiveness of enterprises by facilitating efficient and accurate operations through digital management solutions This transformation not only streamlines business decisions but also enhances customer interactions and service policies, underscoring the crucial role of digital technology in the 4.0 era and its impact on enterprise competitiveness.
Customer behavior is increasingly leaning towards digital transformation, with a notable shift towards online purchases Digital touchpoints are crucial in the purchasing journey, influencing both online and offline sales (Kannan & Li, 2017) Advanced search and social media tools empower customers by making them more informed, connected, and active participants in the market (Lamberton & Stephen, 2016) Furthermore, digital technologies enable customers to co-create value through product design and customization, engage in last-mile distribution activities, and assist others by sharing product reviews (Beckers, van Doorn, & Verhoef).
In the digital age, smartphones play a crucial role in shaping customer behavior, enabling practices like showrooming, where consumers inspect products in-store before purchasing them online With a growing reliance on apps and advanced AI technologies, customers are redefining their shopping experiences, making the adoption of new digital tools essential for businesses Companies that fail to adapt to these technological shifts risk losing their appeal to consumers.
Since the advent of the World Wide Web, various technologies have emerged to enhance e-commerce, leading to the rise of digital innovations such as big data, AI, blockchain, IoT, and robotics, which significantly improve business operations and services While not every technology tool meets expectations, the influx of new digital technologies underscores the necessity for companies to undergo digital transformation These technologies alter cost structures by replacing expensive human labor with robots or virtual agents and optimizing logistics to reduce supply chain expenses through AI and blockchain As a result, competition among businesses intensifies, particularly in industries characterized by startups and disruptive competitors, although the airline industry remains less competitive in comparison.
12 to high barriers to entry, if an airline wants to disrupt the market and stay ahead of its competitors, digital transformation is the strategy that the airline should follow.
LITEATURE REVIEÔW LH TH TH HH ng ng 8
Key technologies driving digital transformatIon - ô+ +- ô+ ++ss++++++ 14
Digital transformation represents a profound shift in how organizations leverage technology, human resources, and processes to enhance business performance In today's landscape, various digital technologies are accessible for implementing transformation across diverse sectors, including the aviation industry.
Big Data Analytics refers to the process of analyzing and processing large, diverse, and complex data sets to uncover valuable insights for organizations (Ahamed, 2022) This data originates from various sources, including structured and unstructured formats from computer systems, sensors, websites, and social networks (Abdulsamie & AI-Azab, 2021) The integration of machine learning, algorithms, and data mining is essential for extracting meaningful information and making informed decisions (Ates, Bostanci, & Guzel, 2020) In the aviation industry, the rapid accumulation of vast amounts of data enables companies to leverage big data analytics to enhance decision-making throughout the value chain, from evaluating product performance to analyzing the effects of weather on operations.
14 chain and how it might influence downstream operations (Abdulsamie & Al-Azab, 2021).
Big data analytics offers significant benefits to the aviation industry; however, companies must navigate several challenges to maximize its efficiency in services and operations A critical first step is establishing a robust data architecture, as data configurations are often not directly transferable, and legacy systems may lack support (Abdulsamie & Al-Azab, 2021) This complexity makes it challenging to convert input data into actionable insights Additionally, the skill set required for effectively translating data into value often falls outside traditional aviation expertise Furthermore, data ownership issues can hinder the effective use of analytics for service enhancement.
While big data analytics presents challenges, it also offers significant opportunities Accurate and relevant data provides valuable insights that enhance real-time decision-making and improve processes throughout the product lifecycle By leveraging data from real-world conditions, organizations can create virtual representations, quickly analyze alternative scenarios, and gain a better understanding of multi-disciplinary design decisions In the long run, big data and machine learning can be utilized to respond to events dynamically, enabling real-time support and services tailored to customer needs.
2.2.2 Artificial intelligence and machine learning
Artificial Intelligence (AI) refers to the simulation of human cognitive functions in machines, particularly in computer systems (Gbadegeshin et al., 2021) The fields of artificial neural networks and deep learning are advancing quickly According to Valavanidis (2023), AI's ability to analyze vast datasets enables it to generate predictions with greater speed and accuracy than human capabilities.
The vast amount of data produced daily presents a significant challenge for researchers AI leverages machine learning to efficiently transform this data into actionable insights (Kabashkin, Misnews, & Zervina, 2023) Nonetheless, the high costs associated with processing such large datasets can make AI implementation prohibitively expensive.
Explainability will be an obstacle to using AI in areas that operate under strict regulatory requirements.
In aviation industry, safety is one of the key requirements Stoop and Kahan
Aviation is recognized as the safest mode of transportation due to its stringent safety standards and risk management practices Although the validation process for machine intelligence is demanding and not all initial attempts succeed, AI has demonstrated its capability to operate safely and integrate seamlessly with existing systems It supports human-centric operations and facilitates a smooth transition towards global harmonization The essential factor for the safe adoption of AI lies in creating an environment of human-machine coexistence, where machines function as supportive assistants rather than adversaries.
Early automation aided in simple, repetitive tasks, but today, AI is advancing by learning and mimicking human behaviors, assisting and sometimes performing tasks independently This evolution is driven by data, the essential fuel for AI In the aviation industry, standardized data collection has led to the development of centralized, streamlined, and globally accessible information exchange systems The industry's efforts to establish a solid foundation for AI, combined with open data sharing, have the potential to revolutionize decision-making processes.
Airlines are leveraging AI technology to enhance operational efficiency by optimizing scheduling and simulating various disruption scenarios, such as weather impacts and flight delays This advanced technology also predicts landing times and calculates fuel consumption for each flight, ultimately improving overall airline performance.
2.2.3 Internet of Things (IoT) in aviation
IoT refers to a network of smart devices and technologies that facilitate communication between devices and the cloud as well as between devices (Ismail,
The Internet of Things (IoT) significantly enhances operational efficiency by digitizing assets, as noted by Tripathy and Anuradha (2017) Furthermore, IoT enables real-time assessment of an organization's overall equipment effectiveness, serving as a crucial metric for evaluating supply chain performance.
Many companies are increasingly utilizing off-the-shelf IoT devices, such as RFID technology, to enhance operational efficiency These devices facilitate real-time monitoring of process performance, help prevent bottlenecks, and provide valuable insights into assembly operations As a result, they streamline processes and minimize the need for complex and time-consuming removals.
In the aviation industry, the use of IoT devices is primarily restricted to VIP customers and is operated on a separate system to prevent connectivity issues with safety-critical systems (Karkus, Karsigil, & Polat, 2019) To enhance the efficiency of IoT, further advancements are required, including improving interoperability between new and legacy systems, managing data capacity, and implementing robust security layers to facilitate diverse interface opportunities Ensuring security and preventing hacking remain top priorities across the industry.
So, this is a key challenge of IoT devices Moreover, it is necessary to consider other challenges such as updates, certification, and reconfiguration.
The aviation industry can leverage IoT devices to enhance services by integrating sensors into passenger seats, monitoring product and factory performance, personalizing environmental conditions, and facilitating semi-autonomous pilot operations through wearables The key to optimizing IoT utilization lies in connecting assets, allowing organizations to use real-time data for predicting maintenance needs, reducing downtime, managing utilization, and simulating scenarios to improve overall equipment effectiveness By connecting workstations with products and processes, quality can be significantly improved, operator capabilities enhanced, and a flexible, dynamic work environment created Smart tooling that links machines and operators through interactive tablets or augmented reality headsets, along with laser positioning and smart fixturing, ensures processes are executed accurately, resulting in higher quality outcomes.
2.2.4 Blockchain technology in airline operations
Blockchain technology encodes data into distinct blocks, linking them to create a continuous chain When new information is added, it seamlessly integrates into this structure, ensuring data integrity and security (Dong, Abbas, Li, & Kamruzzaman, 2023).
17 be saved in the new block and connected to the old block, to form a new chain. Thanks to that, old information in Blockchain technology is not lost.
Blockchain technology offers a significant advantage by distributing information across multiple servers rather than relying on a single server This decentralized approach ensures that data is automatically backed up and easily accessible, allowing users to view and verify their transaction information securely and efficiently.
2024) This helps businesses to minimize situations such as fraud, helping to ensure transparency, clarity and a high level of information security.
Customer experience enhancement through digital channels
The integration of digital technologies across various business sectors transforms company operations and fundamentally changes customer interactions It is essential for businesses to acknowledge and adapt to these changes to remain competitive and meet evolving consumer expectations.
The digital era has ushered in significant changes in customer experience management, necessitating the seamless integration of digital channels into interactions (Kearl, 2024) Initially, transformation began with basic online processes such as ordering and electronic customer support As technology advanced, these digital interactions evolved into more complex and effective systems Today, the entire customer journey, from initial engagement to post-purchase support, is fully digitized (Lahadcni, Zulkifli, & Sekar).
2024) Customer journey from traditional customer interaction to digital customer interaction is remarkable, with the shift from a product —centric to a customer centric approach.
Enhancing customer experience through digital channels involves leveraging personalization, omnichannel engagement, real-time feedback, and technologies such as AI, machine learning, and automation, including self-service solutions like chatbots By utilizing AI-powered text and speech analytics, companies can gain valuable insights from big data regarding customer behavior, preferences, and expectations This deep understanding allows businesses to tailor their products and services to meet individual customer needs, creating a personalized experience that was previously deemed unattainable.
Digital transformation enhances omnichannel customer engagement, allowing brands to connect with customers across various touchpoints such as social media, websites, and mobile apps Leveraging digital technologies enables companies to deliver a seamless and cohesive experience, significantly improving overall customer satisfaction.
Real-time feedback is a key component of digital transformation, enabling companies to make customer feedback more actionable and accessible By leveraging customer feedback platforms and real-time analytics, businesses can efficiently gather, analyze, and respond to customer opinions This immediate access to insights allows companies to swiftly adjust their products and services, ultimately enhancing customer satisfaction and loyalty.
Mobile and social media technologies significantly enhance customer experience by enabling real-time engagement between companies and their clients According to Kearl (2024), smartphones and digital platforms are essential for digitizing customer interactions Modern consumers prefer to connect with businesses through these digital channels, allowing companies to promote their products, offer immediate support, and collect valuable feedback.
AI and machine learning are increasingly utilized to enhance customer understanding, expedite resolutions, streamline analysis, and tailor experiences Chatbots and virtual assistants, driven by AI, are now prevalent on websites and apps, offering immediate support to users These technologies facilitate the automation of various customer journey elements, ranging from personalized product suggestions to proactive customer service.
Automation plays a crucial role in digital transformation by enhancing customer engagement through various tools such as automated email sequences, AI chatbots, and speech analytics These AI-driven solutions effectively address numerous customer service challenges Additionally, self-service options like online knowledge bases, interactive FAQs, and customer portals empower customers to resolve issues independently, reducing the need for direct contact with customer service representatives.
Digital channels significantly enhance personalization and foster customer engagement, allowing companies to gain a deeper understanding of their customers This insight leads to meaningful interactions that strengthen the connection between businesses and their clientele Improved personalization not only elevates the customer experience but also cultivates loyalty, as customers are more likely to return to companies that meet their needs with relevant and tailored experiences.
As well as other sectors, customers of aviation industry would like to engage seamless experiences in services Digital transformation helps companies possible
To deliver a seamless omnichannel experience, companies must ensure consistency across all customer touchpoints, including websites, mobile apps, and social media (Massi, Piancatelli, & Vocino, 2023) Digital transformation plays a crucial role in achieving this by enabling businesses to provide a cohesive and integrated experience, allowing customers to transition smoothly between various digital channels To accomplish this, companies need to effectively integrate digital technologies into their customer service, ensuring that all channels are interconnected and that data is shared seamlessly Capturing the right customer experience metrics at the right time is essential for enhancing this seamless interaction.
Businesses that embrace digital transformation in their contact centers through automation, AI-driven technologies, and self-service options can deliver round-the-clock support, minimize wait times, and enhance customer satisfaction Additionally, these solutions enable companies to expand their customer service capabilities without significantly increasing their workforce, offering a cost-effective way to handle customer interactions.
Digital transformation significantly enhances the operational efficiency of airline companies By leveraging digital technologies, airlines can elevate their customer service, leading to increased customer satisfaction Therefore, it is essential for Thai Vietjet Air to adopt digital solutions to improve both its customer experience and operational effectiveness.
Chapter SUMMALY ng ốc
This chapter offers a comprehensive analysis of digital transformation, defining its key concepts, exploring its significance, and identifying the essential technologies that propel it forward Additionally, it includes a review of literature focused on enhancing customer experience through digital channels.
RESEARCH DESIGN AND METHODOLOGY
Sample 0
The research population consists of employees from the Commercial, Customer Service, and ICT Departments at Thai Vietjet Air, who engage directly with customers and utilize digital technologies in their operations Additionally, customers who have utilized Thai Vietjet Air's digital services are included, as they can provide valuable insights and feedback regarding their experiences with these services.
At first, the researcher purposively chooses 40 employees from the population to participate in the study The employees’ profile information is described as the following table:
Table 3.2 The employees’ participants’ profile information (survey data)
Commercial 14 Department 35.00 Department Customer Service | 16
Years of working | 3-5 years 23 57.50 at Thai Vietjet Air | 6-10 years 8 20.00
A study was conducted involving a random selection of 40 customers of Thai Vietjet Air to gather insights on their opinions regarding the airline's services enhanced by digital transformation The participants, who utilize Thai Vietjet Air’s services varying from occasional to frequent travelers, represent a diverse demographic, including students, office workers, factory employees, teachers, and business professionals across different age groups.
Table 3.3 The customer participants’ profile information (survey data)
>28 years old 15 37.50 Number of times One time 13 32.50 using Thai Vietjet 2-3 times 15 37.50
Two research specific methods used in this study are questionnaire and interview focus group discussion These two methods are used to make clear about three research questions.
The study utilizes questionnaires due to their numerous advantages, as highlighted by Wilson and McLean (1994) These instruments are popular among researchers for collecting survey data efficiently and can be implemented without significant obstacles.
Researcher involvement during survey implementation allows for direct review of results According to Nunan (1999), questionnaires offer several key benefits, including cost efficiency, simultaneous responses from multiple participants, ease of data collection across diverse fields, and increased willingness of participants to share information due to the anonymity of their personal data.
This research utilized two distinct questionnaire versions: one for employee participants and another for customer participants (see Appendix A and B) The employee questionnaire, adapted from Shiwakoti et al (2022), was distributed to 40 employees across the Commercial, Customer Service, and ICT Departments to explore the current state, challenges, and aspirations of Thai Vietjet Air Meanwhile, the customer questionnaire was self-structured and administered to 40 customers to gather their insights on the digital services offered by Thai Vietjet Air.
The researcher employs open and closed questions for the questionnaire version for customers, and Likert scale items for the questionnaire version for employee.
The employee questionnaire is structured into two sections, with Part A consisting of five multiple-choice questions designed to gather demographic information, including gender, age, job position, and tenure at Thai Vietjet Air This approach allows the researcher to guide participants' responses effectively, facilitating a more in-depth analysis of the study.
Part B focuses on the current status, challenges, and aspirations of Thai Vietjet Air Participants are asked to provide their feedback using a Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree).
Part B of the questionnaire includes 16 items that address the current state, challenges, and aspirations of Thai Vietjet Air It is available in both English and Vietnamese, with participants encouraged to respond in Vietnamese.
The customer questionnaire for Thai Vietjet Air consists of two sections: Part A and Part B Part A features five demographic questions covering participants' gender, age group, flying frequency, travel purpose, and booking preferences Part B contains 20 items that gather participants' opinions on the airline's current services, particularly regarding the implementation of digital transformation in customer service and business operations The questionnaire is available in both English and Vietnamese, with participants encouraged to respond in Vietnamese.
After drafting the survey questionnaire, the researcher asks his supervisor for the comment The questionnaire is revised after receiving the comment from the supervisor.
Prior to the official distribution of two questionnaires to participants, including customers and employees, the researcher conducts a pilot test with 10 employees from the Customer Service Department and 10 customers, ensuring they are not part of the sample pool This pilot questionnaire helps assess the appropriateness of the questions Based on the feedback received, the researcher makes necessary adjustments to enhance the questionnaire's effectiveness before it is officially distributed to the target participants.
The researcher utilizes focus group discussions to gain insights into the current status, challenges, and aspirations of Thai Vietjet Air, alongside proposing solutions to enhance customer experience through digital touchpoints As noted by Eeuwijk and Angehrn (2017), these discussions foster open dialogue among participants, leading to the generation of innovative ideas beneficial for decision-making The moderator's ability to adapt the discussion dynamics enhances the quality of information gathered, while non-verbal cues such as gestures and interactive activities offer valuable insights for the researcher.
In this research, the researcher purposively selects 15 participants from Commercial Department, Customer Service Department, and ICT Department,
The interview involves 29 participants, including managers, supervisors, leaders, and staff, organized into three groups of five Each group is composed of one manager, one supervisor, one leader, and two staff members.
The researcher randomly 10 customers to take part in focus group discussion. These 10 customers are equally divided into two groups.
The focus group discussion is structured into three distinct parts: the first part involves greetings and introductions from the interviewees, while the second part consists of nine main questions tailored for customers and employees, aimed at assessing the current state, challenges, and aspirations of Thai Vietjet Air, as well as proposing solutions to enhance customer experience through digital touchpoints The final part concludes the interview, with detailed questions available in Appendices C and D.
Data collection procedure - - 5 - G1 11119911 91119 11 911 9v ng ng c 30
Data collection procedure is carried out in three stages, which is illustrated as figure 3.1 below.
Stage 1: Collect data from secondary sources in July 2024
Stage 2: Questionnaire survey for employees and customers in July 2024 in July 2024
Figure 3.1 Three stages of data collection procedure (self-structured) 3.4.1 Stage 1
In July 2024, the researcher collected data on the current state, challenges, and aspirations of Thai Vietjet Air by obtaining internal documents and permissions for access to relevant internal information Additionally, the researcher gathered information from official websites and academic journals to supplement the findings.
In July 2024, a questionnaire survey was conducted simultaneously across the Commercial, Customer Service, and ICT Departments, where 40 handouts were distributed to employee participants and an additional 40 handouts were given to customer participants.
Before distributing the questionnaire to the participants, the researcher creates a comfortable atmosphere and explain to them about the purpose of the
To ensure participants feel at ease while responding to the 31 survey questions, the researcher assures them that their answers will remain confidential and solely for research purposes Participants are encouraged to ask questions regarding any unclear items in the questionnaire They are allotted approximately 10 minutes to complete their responses, and the survey is provided in Vietnamese to enhance understanding and accuracy in their answers.
In July 2024, focus group discussions will be conducted following a questionnaire survey, utilizing designated spare rooms within each department for these physical interview sessions.
To ensure a natural and comfortable interview experience, the interviewer creates a welcoming atmosphere that encourages interviewees to share their responses Each interview typically lasts between 60 to 90 minutes and follows a three-step process.
The interviewer begins by expressing genuine gratitude to the interviewees, outlining the interview's purpose, expected duration, and procedures To ease any tension, the interviewer also poses a few preliminary questions aimed at making the interviewees feel more comfortable before delving into the main interview topics.
During the interview process, the moderator poses scenario-based questions to the group while observing and facilitating participation among all members Their role is to create a comfortable and open environment, encouraging interaction and personal expression To ensure accurate documentation of responses, the moderator records the discussion using an iPhone.
In conclusion, the interviewer invites the interviewees to express their insights on the current status, challenges, and future aspirations of Thai Vietjet Air They also seek recommendations for enhancing customer experience through digital touchpoints.
Data analysis DfOC€(UTC - G1911 TH nh TH nh ng ng 33
The ethical integrity of the interview process is upheld by obtaining consent from participants, ensuring their responses remain confidential and utilized solely for research purposes Additionally, the confidentiality of interviewees and their personal information is rigorously maintained.
This study employs two research methods: qualitative and quantitative The quantitative method utilizes data from questionnaires, presenting results through descriptive statistics, while the qualitative method analyzes secondary sources and focus group discussions, organizing findings into thematic categories.
The qualitative method is used to analyze secondary data Data is given into themes to state current state, challenges, and aspiration of Thai Vietjet Air
The quantitative method is employed to analyze data obtained from questionnaires, focusing on the current state, challenges, and aspirations of Thai Vietjet Air Researchers meticulously inspect and filter the responses to identify valid questionnaires, discarding any invalid submissions The data collected from customer questionnaires is then imported into an Excel file for percentage calculations, while employee questionnaire data is analyzed using SPSS version 20.0, primarily through descriptive statistics and Cronbach’s Alpha to ensure reliability.
The data of the questionnaire for the customers is calculated by excel and follow the formular below:
The meaning of the mean scores for the employee participants’ ideas on current state, challenges and aspiration of Thai Vietjet Air is interpreted as the following:
Table 3.4 Mean score of Agreement level (Mohammed, 2016)
The researcher employs a qualitative method to analyze data from focus group discussions, categorizing employees into three groups: GE1, GE2, and GE3 Employees in group 1 are designated as GEIA through GEIE, while group 2 members are labeled GE2A to GE2E, and group 3 members are identified as GE3A to GE3E Additionally, two customer groups are encoded as GC1 and GC2, with group 1 members labeled GC1A through GC1E and group 2 members identified as GC2A to GC2E.
Accurate transcription of recorded interviews is crucial, as emphasized by Bloor, Frankland, Thomas, and Robson (2001) They highlight the importance of transcribing all responses, including interrupted or unfinished ones To ensure precision, researchers must listen to the recordings multiple times, which requires significant time investment However, this effort is essential for obtaining reliable data.
After transcribing the responses into text format, the research employs a qualitative method for thematic analysis to uncover recurring patterns and themes Additionally, an inductive approach is utilized to gain a comprehensive understanding of the current state, challenges, and aspirations of Thai Vietjet Air, along with recommended solutions for its enhancement.
Vietjet Air enhances its customer experience by leveraging digital touchpoints, with insights drawn from both questionnaire results and interviews The findings, presented in the subsequent chapter, are complemented by a discussion of relevant concepts.
Analytical framework 0n ố
The study is processed according to the following analytical framework:
Current state of Thai Vietjet
Challenges of Thai Vietjet Air in adopting process of digital transformation
Suggest solutions for the digital transformation strategy
The need to have a digital transformation strategy for
Develop the digital transformation strategy for Thai Vietjet Air in the period
Chapter SUMMALY 10777
This chapter summarizes the use of both primary and secondary research methods, incorporating quantitative and qualitative approaches to address three key research questions Data was collected through questionnaires and focus group interviews involving 40 employees and 40 customers of Thai Vietjet Air The questionnaire results were analyzed using frequency, percentage, and mean score, while the interview findings were categorized into thematic areas.
RESEARCH RESUL/TTS . G5 1E ng ng ngư 37
Results of demographic information <5 5+2 + **+* + E£seeeeeeeeerss 38
This study examines the demographic information of both employees and customers, presenting the customer data first, followed by the employee data The demographic details for each group are detailed in terms of frequency and percentage, providing a clear overview of the participant profiles in the research.
The result shows that among 40 participants taking part in the survey, 20 people are male (occupying 50%) and the remaining ones are female (accounting 50%) (Figure 4.1).
Figure 4.1 Demographic information of gender (SPSS analysis)
Referring to age, 13 participants are under 15 years old (occupying 32.5%).
Among the participants, 7 individuals (17.5%) are aged 16-22 years, while 5 participants (12.5%) fall within the 23-28 age range The majority, comprising 15 participants (37.5%), are over 28 years old, as illustrated in Figure 4.2.
Figure 4.2 Demographic information of age (SPSS analysis)
A survey on the frequency of flying with Thai Vietjet Air revealed that 32.5% of participants (13 individuals) had flown with the airline once, while 37.5% (15 participants) had utilized its services twice Additionally, 30% of respondents (12 participants) reported flying with Thai Vietjet Air more than three times.
Frequency of flying with Thai Vietjet Air
= Two times TM> three times
According to the SPSS analysis presented in Figure 4.3, 50% of participants, totaling 20 individuals, utilize Thai Vietjet Air for business travel, while 17.5% of participants, or 7 individuals, fly with the airline for leisure purposes Additionally, 32.5% of participants, which equates to 13 individuals, travel for other reasons, as illustrated in Figure 4.4.
According to the SPSS analysis presented in Figure 4.4, the preferred method of booking flights among participants shows that 30% (12 participants) use websites, while 20% (10 participants) opt for mobile apps Additionally, 20% (8 participants) book their flights through travel agents, and 25% (10 participants) utilize other methods for flight bookings, as illustrated in Figure 4.5.
Figure 4.5 Method of booking (SPSS analysis)
Referring to the gender of employees, the results display that there are 21 male employees (corresponding to 52.5%); and 19 female employees (47.5%) (Figure 4.6)
According to the SPSS analysis in Figure 4.6, the demographic breakdown by department reveals that 35% of participants, totaling 14 individuals, are employed in the commercial department Meanwhile, the customer service department has 16 participants, representing 40% of the total Lastly, the ICT department comprises 10 participants, accounting for 25%.
Figure 4.7 Demographic information of department (SPSS analysis) Considering job position, the results reveal that there are 11 managers (27.5%); 12 supervisor (30%); 9 leaders (22.5%); and 8 staffs (20.0%) (Figure 4.8)
Figure 4.8 Job position (SPSS analysis) Lastly, the results show years of working at Thai Vietjet Air 23 participants (57.5%) have 3-5 years working at Thai Vietjet Air 8 participants (20%) are
Research T€SUẽfS, - - 2s + 11g nh HH TH nh 44
Years of working at ThaiVietjet
Figure 4.9 Years of working at Thai Vietjet (SPSS analysis) 4.2 Research results
This section outlines the findings that address two key research questions, utilizing both secondary and primary research methods Initially, it presents the current status, challenges, and aspirations of Thai Vietjet Air, organized into themes derived from secondary data, along with frequency, percentage, and mean scores obtained from primary data Subsequently, the research offers solutions aimed at enhancing the customer experience for Thai Vietjet Air, analyzed through thematic analysis.
4.2.1 Current state, challenges, and aspirations of Thai Vietjet Air
A Results from secondary research Being a subsidiary of Vietjet, strengths, weaknesses, opportunities, and threats of Thai Vietjet Air are drawn from Vietjets’ SWOT analysis Thus, Thai Vietjet Air’s SWOT analysis is demonstrated below:
Table 4.1 Thai Vietjet Air’s SWOT analysis (Annual report of Vietjet, 2023)
Vietjet Air dominates the domestic aviation market in Vietnam, leveraging its low-cost carrier business model and boasting the largest fleet in the country From 2018 to 2023, the airline has consistently maintained an impressive average market share of 40%, according to data from the Civil Aviation Authority.
The low cost per available seat kilometer
Vietjet's low Cost per Available Seat Kilometer (CASK) enables the airline to offer fares that are below the market average, boosting revenue while maintaining healthy profit margins This strategic pricing enhances Vietjet's competitiveness against both domestic and international carriers As the airline's fleet expands, the scale advantages will further decrease CASK, allowing for even more competitive pricing in the future.
Vietjet Air has established itself as a leading airline in Southeast Asia, recognized for its dynamic marketing strategies Over the past 15 years, the airline has experienced remarkable growth, culminating in its recognition in 2023 as the Most Valuable Airline.
Brand in Vietnam (according to Brand
The airline boasts a modern and synchronized fleet consisting of 20 A320s,
36 A32Iceos, 24 A321neos, and 7 A330s, effectively reducing operating costs.
Additionally, ongoing fleet expansion from previous orders will increase Vietjet’s operational capacity and global flight coverage.
With an extensive distribution network,
Vietjet offers a seamless ticket booking experience through multiple channels, including its e-commerce platform accessible via website and mobile app, as well as the hotline 19001886 This enables customers around the globe to quickly and easily secure tickets and services for themselves and their loved ones Additionally, Vietjet boasts nearly 40,000 offline agents and sales points, both domestically and internationally, enhancing accessibility for travelers.
Vietjet, while a well-established brand in Vietnam and Southeast Asia, has not yet made a significant impact in international markets like the Americas, Europe, and Australia To strengthen its global presence, the company is actively focusing on strategies to enhance brand recognition in these regions.
Joint venture strategies for entering and expanding in international markets encounter significant challenges, primarily due to intense competition and a multitude of rivals in the low-cost airline sector, akin to Vietjet.
The tourism industry is experiencing a robust recovery, fueled by rising travel demand from both domestic and international markets in the post-pandemic landscape This resurgence is supported by a stable macroeconomic environment and effective strategies, indicating strong growth potential for the sector.
The competitive environment is intensifying as both domestic and international airlines vie for market share in an increasingly attractive market.
Rising fuel prices are putting pressure on the profitability of transportation operations.
45 pandemic control measures, Wietnam remains one of the most attractive destinations in the Southeast Asian region.
Increased partnerships and joint ventures offer Vietjet numerous opportunities to expand its route network and increase market share in international markets.
The government has announced substantial policies and investment initiatives in the aviation sector, allocating between USD 43-65 billion for the development and enhancement of transportation infrastructure from 2021 to 2030 This investment will focus on improving roads, railways, inland waterways, maritime routes, and aviation facilities, aiming to advance Vietnam's aviation industry to accommodate future growth demands.
The company’s leadership has robust
The digital transformation process is driven by strategic plans and directives that integrate modern science and technology into management systems, flight operations, and corporate governance This initiative has revitalized operations and acted as a crucial catalyst for growth and innovation.
WVietjet’s sustainable growth in the digital age.
Airport infrastructure projects are Progressing slower than expected, and airlines continue to face airport congestion issues, reducing operational efficiency and impacting the company’s recovery timeline and growth plans.
SWOT analysis of Vietnam Airlines:
Table 4.2 Vietnam Airlines’ SWOT analysis (Unilever, 2024)
National brand: Wietnam Airines Is a national airline, possessing advantages in terms of prestige and position in the domestic and international markets.
Extensive flight network: The airline operates a wide flight metwork, connecting
Vietnam with many countries around the world, facilitating market expansion.
Confirmed service quality: Vietnam Airlines continuously improves service quality, is recognized by Skytrax as a 4-star airline, bringing a classy flight experience to passengers.
Experienced staff: The airline owns a team of pilots, flight attendants and ground staff who are well-trained and professional, contributing to building a good image for the airline.
Vietnam Airlines faces challenges due to its cumbersome organizational structure, which hampers operational efficiency and agility in responding to market changes Additionally, the airline's operating costs remain high compared to low-cost carriers, placing significant pressure on ticket pricing and overall competitiveness in the industry.
Suboptimal information technology system: The application of information technology in management, operation and ticket sales is not really effective, reducing productivity and the ability to reach customers.
Tourism development: Wietnam's tourism industry is growing strongly, creating favorable conditions for Vietnam Airlines to attract international tourists and increase domestic tourists.
Free trade agreements: Participation in free trade agreements (FTAs) opens up opportunities to access new markets and attract foreign investment.
Online travel trends: The trend of booking airline tickets online is increasingly popular, creating conditions for Vietnam Airlines to approach customers directly, minimizing intermediary costs.
Fuel price fluctuations: Fluctuating fuel prices are unpredictable factors that directly affect the airline's operating costs.
Epidemics and crises: Unexpected events such as epidemics, political and economic crises can have a negative impact on the aviation industry in general and Wietnam Airlines in particular.
SWOT analysis of Air Asia:
Table 4.3 SWOT analysis of Air Asia (Strategy Story)
Financial losses during the pandemic Low profit (challenges in balancing service quality with pricing)
Many complaints from customers that the flights are always delayed or canceled.
New online platforms and services
(home delivery of Santan restaurant)
Positioned as a major low-cost carrier in
Competition Rely on other markets to reduce their financial loss during the pandemic
Pandemic safety concern Southeast Asia
Thai Vietjet stands out among prominent airlines such as Vietnam Airlines and Air Asia, particularly in its effective use of digital channels within its distribution network With a robust e-commerce presence, customers globally can effortlessly and swiftly book tickets and services through its user-friendly website and mobile app, showcasing Thai Vietjet's competitive advantage in the airline industry.
B Results from primary research The researcher presents the results from questionnaire survey for the customer at first and followed by the results from their interview responses Second, the researcher analyzes the results from questionnaire survey for the employee and followed by the results from their interview response.
B.1 Questionnaire and interview survey for customers:
The results of questionnaire are described in frequency and percentage, while the results of the interview are performed in themes.
A recent survey on customer satisfaction with Thai Vietjet Air revealed that 7.5% of participants were dissatisfied with the service, while 17.5% expressed neutral feelings In contrast, 27.5% reported satisfaction, and a significant 47.5% indicated they were very satisfied with the airline's service The detailed responses are visually represented in Figure 4.10.
Not satisfied Neutral Satisfied Very satisfied
Figure 4.10 Overall satisfaction with Thai Vietjet Air’s service (SPSS analysis)
Limitations 1 ố
While the current study offers valuable insights, it is important to recognize its limitations, which may affect the generalizability and validity of the results These factors should be taken into account when interpreting the findings of the research.
The study's sample size is limited, comprising only 40 employees from the Commercial, Customer Service, and ICT Departments, along with 40 customers Although this number is adequate for meeting research objectives, a larger sample could yield deeper insights into customer perceptions of Thai Vietjet Air and employee assessments of current challenges and solutions regarding digital transformation initiatives.
Secondly, the study is conducted in only one airline, Thai Vietjet Air which limits the generalizability of the results to other airlines of the aviation industry It is
The adoption of digital technologies in airline services and operations varies significantly across the industry Different airlines face unique challenges in their digital transformation journeys, and the solutions for enhancing these efforts can also differ widely.
Thirdly, psychological factors can drive the participants’ responses in the questionnaire This can influence the accuracy of the research results.
To effectively develop a digital transformation strategy for Thai Viet Jet Air, it is crucial to first comprehend the airline's overall business strategy and align the digital initiatives with targeted objectives Due to constraints in time and word count, this research does not provide a comprehensive analysis of Thai Viet Jet Air's business strategy or outline specific steps for creating the digital transformation strategy However, it is noted that the airline employs the TOWS matrix as a fundamental tool in shaping its digital transformation efforts.
Implications 1
The findings obtained in this current study generate meaningful and valuable implications for those of interests, including researchers; aviation students; customers and aviation companies.
This research contributes to make language research works become more abundant.
There is a notable lack of both international and domestic research on the digital transformation of Thai Vietjet Air, particularly regarding the challenges and application of digital technologies in its services and operations This gap presents an opportunity for future researchers to explore and reference the findings in both the Vietnamese and broader international contexts.
Students can gain extensive knowledge about digital transformation, including its definition, key digital technologies, and the significance of transitioning to a digital landscape Understanding these elements is crucial for navigating the evolving digital world effectively.
Students gain insights into the significance of digital transformation in the aviation industry, learning about various digital technologies and their practical applications within the sector.
Research findings indicate that customers can benefit from choosing Thai Vietjet Air for their travel needs The results highlight the airline's high-quality service, fostering positive perceptions among potential travelers Additionally, customers are informed about the digital technologies utilized in Thai Vietjet Air's operations, making it a viable option for their travel plans.
Airline companies struggling with digital transformation can look to Thai Vietjet Air as a model for enhancing their services and operations through digital initiatives This study highlights how these airlines can identify and implement effective digital solutions to improve their overall performance.
Recommendation for further studies .- - 5 + + svssveeserseeeses 79 REFERENCES - HH HH HH HH HH HH HH HH HH ng 81 F33ằ) 0511777
Future research should aim for a larger and more diverse sample size, encompassing a broader spectrum of customers and employees from various departments This approach will enhance the understanding of the current landscape of aviation companies, shedding light on their challenges and future aspirations.
Second, the future studies can survey more airlines to understand about their digital transformation as well as challenges they have to encounter during the process of transformation.
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Hãng hàng không đang tích cực áp dụng công nghệ để thực hiện thủ tục bay không tiếp xúc, nhằm nâng cao trải nghiệm của hành khách Việc sử dụng công nghệ tiên tiến giúp giảm thiểu thời gian chờ đợi và tăng cường an toàn trong quá trình làm thủ tục Điều này không chỉ mang lại sự thuận tiện cho người đi máy bay mà còn góp phần vào việc hiện đại hóa ngành hàng không **Nguồn tham khảo** Nhu Ha và Hoang Anh (2024) Hang không ứng dụng công nghệ làm thủ tục bay không tiếp xúc Bao Nhân Dân [Link bài viết](https://nhandan.vn/hang-khong-ung-dung-cong-nghe-lam-thu-tuc-bay-khong-tiep-xuc-post826423.html)
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(Self-structured) Dear Thai Vietjet’s employees,
This survey aims to examine the current status, challenges, and goals of Thai Vietjet Air, while providing insights on enhancing the customer experience through digital touchpoints and improving operational efficiency.
This survey will take about 10 to 15 minutes to complete, and all responses will remain confidential and used solely for research purposes Participation is voluntary, and please refrain from including your name on the survey.
Thank you for your time and cooperation Your input is invaluable and will make a significant contribution to this study.
Sincerely, Part A: Demographic Information Options
3 Frequency of Flying with Thai Vietjet Air One time times
5 Preferred Method of Booking - Website
6 How would you rate your overall satisfaction with Thai
7 How satisfied are you with the ease of booking your flight through digital platforms (website/mobile app)?
8 How would you rate the check-in process using digital kiosks or online check-in?
9 How satisfied are you with the digital communication
(emails, SMS, app notifications) you receive from Thai Vietjet
10 How user-friendly do you find Thai Vietjet Air’s website? - Very Difficult
11 How user-friendly do you find Thai Vietjet Air’s mobile - Very Difficult app?
12 How satisfied are you with the information provided on Thai | - Very
Vietjet Air’s digital platforms (website/mobile app)? Dissatisfied
13 Have you used Thai Vietjet Air’s in-flight entertainment - Yes system (if available)?
In-flight entertainment có được coi là chuyền đồi số không? - No
14 If yes, how satisfied are you with the in-flight entertainment | - Very system? Dissatisfied
15 How effective do you find Thai Vietjet Air’s customer - Very
89 service through digital channels (chat, email, social media)? Ineffective
16 What additional features or improvements would you like to see in Thai Vietjet Air’s digital platforms (website/mobile app)?
17 How important is it for you that Thai Vietjet Air continuously improves its digital services?
18 Would you be interested in using more personalized digital services (e.g., personalized travel recommendations, loyalty program updates) from Thai Vietjet Air?
19 How likely are you to recommend Thai Vietjet Air to others based on your experience with their digital services?
20 Any additional comments or suggestions regarding Thai (Open-ended) Vietjet Air’s digital transformation efforts?
(of Shiwakoti et al., 2022) Dear Thai Vietjet’s employees,
This survey aims to examine the current status, challenges, and goals of Thai Vietjet Air, while also providing insights on enhancing customer experience through digital touchpoints and improving operational efficiency.
This survey will take about 10 to 15 minutes to complete, and your responses will be kept confidential and used solely for research purposes Participation is voluntary, and please refrain from including your name in the survey.
Thank you for your time and cooperation Your input is invaluable and will make a significant contribution to this study.
5 Years of working at Thai Vietjet Air 3-5 years
Part B | Current state, Challenges, Aspirations SD SA
1 Airline provides AI customer service
3 Airline provides self-check-in kiosk
8 Airline provides Automatic cleaning robot tags
9 Airline provides Ultraviolet light cleaning & antimicrobial cleaning tag
10 Airline provides application-controlled IFE
11 I need a new set of skills compared to the skills needed for legacy systems
12 I need to be proactive in the training of personnel in the operation of the new systems.
13 I need to improve my soft skills
14 I need to collaborate with other departments to improve the effectiveness of digital technology application
15 All employees should be well- trained in both professional skills and soft skills
16 Data privacy should be completely ensured
APPENDIX C INTERVIEW QUESTIONS FOR CUSTOMERS Hi,
I am conducting a survey to get know about digital transformation of Thai Viet Jet Air It will take your 60 to 90 minutes.
Your interview responses are kept confident and just for the research objectives only So could you please give me some minutes for the interview?
Thank you so much, and let’s me start our interview
1 How do you satisfy with current digital service of Thai Viet Jet Air?
How do you evaluate the current digital touchpoints of Thai Viet Jet?
What do you expect in Thai Viet Jet’s digital service in the future
FY N Do you have any suggestion regarding Thai Vietjet Air’s digital transformation efforts?
Thank you for your sharing If you have any further information, please let me know and send me via personal email.