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    Social media as a tool for airline service quality assessment
    (University of Žilina, 2023) Buday, Adam; Badánik, Benedikt
    Our study investigates the perception of service quality of 12 airlines by using a mixed-method approach that consists of numerical analysis of key performance indicators (KPIs) and qualitative examination of Twitter customer service. Our findings reveal that Twitter is the most popular social media platform in the airline industry, with U.S.-based airlines being the most active. The analysis of customer feedback on Twitter showed noticeable differences between full-service and low-cost carriers, with the former receiving more complaints regarding booking and in-flightservice quality, and the latter receiving more complaints regarding delayed or cancelled flights and poor customer service. Overall, our research provides valuable insights into the significance of social media as a tool for promotional activities and customer service, while highlighting common issues in service quality perception by airline customers.
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    Digital media airline crisis communication
    (University of Žilina, 2023) Máčadi, Marek; Badánik, Benedikt
    This article explains what social media is and how influential can social media be. Focus of this paper is on usage of digital media by airlines during times of crisis. This article explains what digital media and Twitter are, how airline use Twitter as a social media platform to communicate with its stakeholders, customers and employees during crisis and how digital media can be used by airlines to efficiently communicate with interested parties. Furthermore, examples of inadequate crisis communication made by airlines during major crisis incidents will be shown as an example of what consequences can incorrect crisis communication cause.