Citation

Almsalati, Farag Mahmoud (2023) E-commerce implementation in Libyan Airlines towards code sharing. Other thesis, Multimedia University.

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Abstract

Libyan Airlines (LA) is struggling to keep its business afloat following the restrictions imposed by the European Commission, which also negatively affected the entire Libyan economy. The only practical solution to this challenge is to rely on codesharing with airlines from other countries to increase the flow of commodities and people to and from Libya. However, in order for code-sharing to work, an e-commerce (EC) platform should be established to link international airlines to Libya. Although EC can help build the competitive advantage of aviation companies, its success cannot be guaranteed. Libya is confronted with various economic challenges, such as war, lack of infrastructure and poor internet penetration. This study investigates how code-sharing and EC can be implemented in LA by performing a qualitative analysis of LA managers’ views on the adoption of EC and the internal and external challenges faced by the company after the civil wars in 2011. The political situation in Libya is influenced by global political and economic conditions, which implies that political instability is the main issue faced by the airlines. Significant differences are also observed in the degree and extent of political instability in Libya across years. Lack of staff development and training have a significantly negative influence on the implementation of EC in the company. Meanwhile, lack of capability performance mostly leads to flaws that seriously harm the business concept of the company. Financial support is crucial given that management needs to set aside money for staff development. Libya is divided as a country, and the lack of control over the situation has resulted in an unregulated market. The majority of the respondents mentioned that the current situation of the country has made its citizens distrustful of internet purchases. Even if EC is properly established, the absence of security and credibility would hinder its adoption. EC is key strategy for LA. LA is optimistic about its influence on the sales and customer service of the company, but they are also worried about the availability of internet services in Libya, the impact of EC on their operations and the training of qualified staff. LA must use code-sharing to bypass the restrictions imposed by the European Commission and to expand their customer base.

Item Type:	Thesis (Other)
Additional Information:	Call No.: HF5548.325.D44 A46 2023
Uncontrolled Keywords:	Electronic commerce—Developing countries
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5546-5548.6 Office management > HF5548.32-.34 Electronic commerce
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	02 Oct 2025 02:24
Last Modified:	02 Oct 2025 02:24
URII:	http://shdl.mmu.edu.my/id/eprint/14634

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