The role of AI in increasing customer satisfaction in the aviation industry : a case study of Bamboo Airways

Abstract

Aviation industry plays an integral part in economy, particularly in tourism. In any business domain it is crucial to foster customer satisfaction through service quality. In the post-pandemic period, applications of Artificial Intelligence (AI) into the aviation industry seem extensive and helpful but challenging. The thesis analyses Bamboo Airways’ AI applications for customer satisfaction. Through website search, booking app screening and semi-structured interview of two managers, the study aims to explore the practical use of and the participants’ insights into the role of AI applications at the airline. Findings can contribute to a better understanding of AI use in aerospace services in the Vietnamese context.