Strategic Analysis of Digital Transformation Capabilities: A Multi-Criteria Decision-Making Evaluation of Low-Cost Airlines

Abstract

This study comparatively assesses the digital transformation capabilities of low-cost carriers (LCCs) operating in Turkey through the lens of dynamic capabilities. Based on a literature review and expert input, a hierarchical set of sensing, seizing and transforming sub-dimensions was defined. Criteria weights were obtained using the Best–Worst Method (BWM), and airline performance was evaluated and ranked with the WASPAS technique. The empirical application—covering Pegasus, SunExpress and Ajet—reveals that digital seizing capabilities (notably strategic digital agility, digital strategy development, and resource prioritization) carry the greatest weight. Pegasus scores highest overall, indicating a more institutionalized and holistic digital transformation approach; SunExpress shows strengths in operational digital integration; Ajet lags largely due to dependence on parent-company infrastructures. The findings emphasize that successful digital transformation depends less on isolated technology investments and more on strategic agility, data-driven insight generation, and organizational reconfiguration. Managerial implications and actionable recommendations are provided, alongside discussion of limitations related to sample scope and expert-based assessments.

Author

• Durak, Mehmet Sahin Embry-Riddle Aeronautical University

Keywords

• Digital transformation; Dynamic capabilities; Low-cost carriers; BWM-WASPAS
• Business
• Business Administration, Management, and Operations
• Strategic Management Policy
• Transportation and Mobility Management