Identifying Key Success Factors in the Airline Industry in the Post-COVID World

Identifying Key Success Factors in the Airline Industry in the Post-COVID World: Overcoming Old and New Challenges in the UAE Airline Industry
A Dissertation submitted to ____________________in partial fulfillment of the requirements for the degree of Master of Business Administration in Aviation Management
2022

School of Aviation Studies and Business Management
Table of Contents
Introduction. 4
Statement of the Problem.. 6
Objectives. 6
Research Questions. 6
Research Hypotheses. 6
Research Model 7
Significance of the Research. 7
Assumptions. 8
Limitations. 8
Definition of Terms. 9
Literature Review.. 10
The Impact of The Pandemic on Consumer Perceptions. 10
Impacts of the Pandemic on Airline Travel 12
Measures Taken During the Pandemic. 14
Post-Pandemic Innovations and Shifts. 17
Methodology and Research Design. 20
Data Collection. 21
Advantages of Primary Method of Data Collection. 22
Challenges of Primary Method of Data Collection. 23
Advantages of Secondary Method of Data Collection. 23
Challenges of Secondary Method of Data Collection. 23
Data Analysis and Findings. 25
Survey Analysis. 25
Findings. 36
References. 43
Appendix. 46
Abstract
This study seeks to outline the core success factors that will drive the aviation industry forward in the post-pandemic world, specifically by considering how this worldwide crisis has changed consumer perception towards air travel. By considering core changes and shifts within the industry during the pandemic, the study focuses on understanding how aviation firms' future growth and development tactics could be reshaped from the focal point of safety, individual responsibility, and environmental sustainability. The use of primary closed and open-ended survey questions allowed for assessing consumer perception associated with the pandemic and air travel during this time. The study finds that increased focus on technological innovation on passenger safety and a commitment to environmental sustainability could be key game-changers in gaining a competitive advantage in the post-pandemic world.
Keywords: Aviation, air travel, airline industry, pandemic, Covid-19, business, shifts
Introduction
According to Keynes (2009), the airline industry, as opposed to most other sectors, is subject to rapid paradigm shifts, aided in part by the digitalization of modern airline services. As customer demands and expectations continue to expand, and regulatory frameworks associated with government action and organizational dynamics continue to shift, the aviation industry becomes ever-increasingly complex. The inability to adapt to the changes in the industry can result in bankruptcy and dissolution of entire companies, which is an aspect that has been observed over the years several times. The UAE is no stranger to the "change to survive" phenomenon. This situation has merely been exacerbated due to the COVID-19 pandemic, during which, according to Benny (2021), airlines in the UAE and Middle Eastern regions suffered losses upwards of $7.1 billion.
In the aftermath ...