This article demonstrates that the advent of internet has entirely revolutionised the way in which aviation industry operates. Such internet technologies are now becoming crucial for the rapid developing field of airline industry to enhance operational efficiency, improve its marketing and distribution strategy, and control cost, however, the most prominently, to improve the travelling experience of customers and service quality.
The purpose of this article is to examine on how the internet has impacted in the Airline and Airport industry, whilst highlighting the instant development and advantages which internet has contributed for the overall success to the airline industry. In the other hand, this article also enlightens the internet benefits to the customers where they are now more access to flexible and speedy services as well as more affordable service than ever.
Additionally, this article also aims to emphasise the use and significance role of Web 2. 0 in contemporary airline industry and further discuss as how it has facilitated airliners to improve in the communication and maintain relationship with their existing customers with taking into consideration of the needs of today’s consumers with increasing demand for air travel. According to Doganis (2006, p. 197) the Whole process of ‘doing business’ is being transformed.
Thanks to the evolving internet technologies which has been enabling airline companies in delivering speedier check-in processes, and self-service devices to provide them with higher degree of flexibility and control over their own travel arrangements. Taneja (2011) check-in is one area where airlines and airports have clearly deployed advancing technology to reduce operating costs and improve passenger service.
Modern technology such as internet web and Mobile devices is enabling passengers to manage their flight booking, check the status of their flight, check-in, receive boarding passes (these can be printed off site or sent to passengers’ mobile devices, where the device itself can even be used as a boarding pass) make seat selection, check bags as well as have access to information on the airline’s frequent flyer program, and request upgrades, all via online, without waiting in-line for an agent.
Hanlon (2007) and Jones (2004) adds that the consumer has high expectations of value for money when it comes to airline service; therefore, airlines are investing constantly in reaching the needs of the customers by providing even more convenience in all areas of air service. Taneja (2011) some airline agents are even going mobile, where they are now using handheld devices to issue baggage tags and boarding passes in an attempt to manage wait times. Airports have also been trying to use emerging technology to improve the part of the services they provide to the airlines and passengers.
Examples of technologies being used by airports include Flight Information Display Systems and Wi-Fi. Airports are now not only working closely with airlines in the area of self-service check-in devices, but are also experimenting to further improve by the wide availability of self-service options in other areas including tagging baggage, security clearance, and border control with the use of technology as Radio-frequency Identification to deliver a better passenger experience, ultimately, manage the time spent waiting in line throughout the airport and to ensure the productivity of airline and airport resources as well as security.
All this has been possible because of developments in information technology (IT) and the internet, Doganis (2006, p. 196). Global Distribution system enabled airlines to improve their internal organisation and also provided an influential tool to manage their record. Through Global Distribution System, Airline ticket agents can access the systems to make flight arrangements, view current reservations, and check passenger lists, as well as many it allow airlines to conduct other important functions such as to distribute inventory globally and to update routes, seats availability, and prices constantly.
The system also provides the significant means for effective communication with the travel agencies, consolidator and other distributors. Global Distribution System also serves as imperative tools used to issue electronic tickets and to exchange e-tickets with multiple carriers worldwide and improved the efficiency in arranging sales settlements between airlines and travel agencies, as well as empowered frequent flyer programmes (Buhalis, 2003).
Diagonis (2003) stated that the development in internet and I. Ts is not just about reservations ,or automatic ticketing, or monitoring expenses and travel policy but also it is about changing the whole relationship between suppliers, in this case the airlines, and their customers – but also the relationship between the airlines themselves and their own suppliers of goods and services. I. C.
Ts has provided the important tools to communicate effectively with their employee via internal system, a business network and the system are uses extensively in airline industry as it offers user-friendly access to employees of organisations and enables employees to exchange any information, collaborate, and improve their better internal communications with all level of employees. Using this system, employees can view company data, systems and email easily accessible via the internet web at anytime.
Technology is also enabling airline to communicate efficiently and maintain relationship with their business partners, suppliers and stakeholders via external system for sharing applications, and data as well as information to transact online, and improve the security of communications exchanged, reducing costs, faster results, enhancing business relationships and maximizing efficiency and flexibility. The airlines are not only transforming the way they conduct their overall operations but also the changes have been in the way respond to their customers’ needs, at any time, globally and in a personalized ways.
Additionally, the Web 2. 0 is perhaps one of the most critical areas of ICT contribution in enabling effective communication between customers and improving the service quality, Buhalis (2003). Today, the airlines rely exclusively using Web 2. 0, social Media sites including Facebook, YouTube, Flickr, twitter and some are Blogging in order to connect and engage customers. Many airlines are also using social Medias such as Twitter and Blogs consistently to improve the customer service and establish good relationship with their existing customers.
These airlines blog constantly on everything about their airlines, its services, and facilities to make customers as well as its fans update and aware of what’s happening with the airlines. Travelers often like to choose any products by going through customer reviews therefore, Social Medias plays crucial role in information searching (Buhalis, 2003). Social Medias has also provided customers the platforms to share and rate their experiences, and enable customers to gain and ask for suggestions and recommendations on flight bookings, holidays and destinations etc.
Taneja (2011) holds that the rapid development of information technology is enabling airlines to offer virtual assistants on the website to enhance and improve the customer experience of passengers. Alaska Airlines and Continental Airline in U. S are utilizing such technology to where their virtual assistant answers the questions and provide essential information that the passengers are seeking on their websites. Travelers are able to type questions in a window on the airline’s website to which the virtual assistants respond verbally, or in written responses, providing customers with personalised and more convenience service.
