Management
Claire Anne Jimenez; Pamela Resurreccion
Abstract
The recent coronavirus pandemic was a black swan event, and the airline industry was one of the most stricken. The crisis that airlines had to face during the pandemic was not just a health-related crisis but a consequential one within their own canceled flights, rebooking concerns, and a surge in refund ...
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The recent coronavirus pandemic was a black swan event, and the airline industry was one of the most stricken. The crisis that airlines had to face during the pandemic was not just a health-related crisis but a consequential one within their own canceled flights, rebooking concerns, and a surge in refund requests they lacked the liquidity to address. Communication with stakeholders is even more crucial in times of distress. How airlines respond to the crisis shapes their reputation and future engagements. This study aims to discuss what the pandemic prompted in the Twitter communication of the three leading airlines in the Philippines, providing an insight into how they behaved before and during the pandemic, focusing on their message content and delivery strategy. Utilizing a descriptive-qualitative research design, the study thematically analyzes airlines’ tweets and customer responses. The study contributes communication strategies that can help airlines instill confidence among passengers during and after a crisis, with an emphasis on instructing information, human connection, empathy, and responsiveness, and demonstrates how airlines can strategically optimize the microblogging platform in crisis communication and customer service support.
Management
Nasim Bagheripour Salamat; Maryam Pournasir Roudbaneh
Abstract
The main purpose of this research is to identify the concerns of Digikala's online customers during Corona Crisis, which has been discussed and shared among Twitter users. This study collects hashtag-based tweets related to digital goods that cover the 2020 period. To analyze the tweets, text analytical ...
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The main purpose of this research is to identify the concerns of Digikala's online customers during Corona Crisis, which has been discussed and shared among Twitter users. This study collects hashtag-based tweets related to digital goods that cover the 2020 period. To analyze the tweets, text analytical methods such as thematic modeling, emotion analysis, and word clouds are used. In this way, the most important topics discussed on Twitter have been discovered, then customer dissatisfaction has been determined. Afterward, the obtained results were compared with previous in the field of online retail services. Further, noticed that the trend of unforeseen trending hashtags related to digital goods in the last year, which identifies other factors that users are discussing. This study gives us an insight into how the brand operates in the Covid-19 crisis. Analysis of this information can be used to improve online retail services and access to customer needs.
