The digital transformation of Egypt air fights and the passenger experience

Abstract EN

Nowadays, the aviation industry is witnessing a rapid and disruptive era that could be described as the "era of hyper-competition, " in which fierce competition for resources has been raised among industry stakeholders, as well as the erasure of traditional competitive barriers to become the dominant force.

In this regard, this research seek to investigate the fundamental relationship between EgyptAir passengers' attitudes toward flight digital transformation practices, pre-flight, in-flight, and post-flight stages, and their experience value.

For that sake, the research employed a descriptive analytical methodology by using a questionnaire as a quantitative method.

The survey sample covered a random sample of EgyptAir passengers, with a total number of 724 questionnaires distributed online over the sample.

EgyptAir was chosen for the study because it is the country's flag carrier that has been seeking for digital transformation coping with Egypt vision 2030 for inclusive sustainable development.

The results were analyzed using descriptive statistics, reliability analysis, coefficient analysis, Pearson correlation analysis, and regression analysis with the support of SPSS v.25.

The research reached several results, the most important of which is that there is a significant but weak positive correlation between passenger attitudes toward flight-related digital practices and the digital flight experience value.

The research thus recommended that EgyptAir should intensify its awareness of passenger flight digital practices in terms of their values and how to use them for better seamless flight; it should also condense self-service techniques and promote them online through its website, mobile application, and social media platforms.