Has the digitalisation of the leisure air travel search industry been enabled by the characteristics of multi-sided platforms (MSPs)?

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dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.advisorPinjamaa, Noora
dc.contributor.advisorRossi, Matti
dc.contributor.authorSilvennoinen, Antti
dc.contributor.departmentTieto- ja palvelutalouden laitosfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2017-05-30T05:42:48Z
dc.date.available2017-05-30T05:42:48Z
dc.date.issued2017
dc.description.abstractThe air travel industry has been a front-runner in the development and adoption of new technologies in the past half century. The entry of metasearch companies into the leisure air travel search industry has changed the dynamic of consumer search completely. These metasearch companies operate a multi-sided platform in which they provide end users a free service where they can search, compare and analyse all of the flight options available them. This research studies whether the distinctive characteristics of multi-sided platforms (MSPs) have been the key enablers for the leisure air travel search industry to go through digitalisation. The main theoretical basis for this research was built from literature on platform technologies, with a focus on multi-sided platforms, and digitalisation. Based on past literature, a theoretical lens was developed, in order to identify the specific MSP characteristics that would used to analyse the upcoming data. A plan was created to conduct a qualitative study aimed at obtaining personal views and opinions on various themes regarding digitalisation in the leisure air travel search industry. The qualitative data was obtained utilizing both semi-structured interviews, as well as, written questionnaires, and the data received from the research was analysed in order to find similarities and themes regarding the research topics. The key themes that were formed from the qualitative study were all analysed regarding why they were viewed as important factors within the industry and how they had an effect on the way that the industry has gone through its digitalisation. The themes that emerged were technological milestones, seamless communication, customer loyalty programs, knowing your customers, and ownership of data. Each theme was also analysed in connection to the research question, in order to get overall conclusions for the study. Generally, the results from the study reflected well the existing literature on areas such as the benefits of using multi-sided platforms, the utilisation of customer loyalty programs, and the ability to successfully utilise customer data. In addition, the study provided great insight on the importance for a company to know ones customer and having the ability to recognize and adapt to changing customer demands. This study provides a good basis for further research on the topic, which could include a more extensive study from the consumer side, on what they value the most during the search phase of their leisure flights, and how they see the developments within the industry have changed their entire user experience.en
dc.ethesisid14977
dc.format.extent105
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/26343
dc.identifier.urnURN:NBN:fi:aalto-201705304946
dc.language.isoenen
dc.locationP1 Ifi
dc.programmeInformation and Service Management (ISM)en
dc.subject.helecontietotalousfi
dc.subject.heleconpalvelutfi
dc.subject.helecondigitaalitekniikkafi
dc.subject.heleconalustafi
dc.subject.helecontiedonhakufi
dc.subject.heleconlentoliikennefi
dc.subject.heleconmatkailufi
dc.subject.heleconvapaa-aikafi
dc.subject.heleconkuluttajakäyttäytyminenfi
dc.subject.heleconkokemusfi
dc.subject.keyworddigitalisationen
dc.subject.keywordmulti-sided platformsen
dc.subject.keywordMSPsen
dc.subject.keyworduser experienceen
dc.subject.keywordleisure air travel search industryen
dc.titleHas the digitalisation of the leisure air travel search industry been enabled by the characteristics of multi-sided platforms (MSPs)?en
dc.typeG2 Pro gradu, diplomityöfi
dc.type.ontasotMaster's thesisen
dc.type.ontasotMaisterin opinnäytefi
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