12. Communication management at Vietnam Airlines: Current situation and solutions for improvement

Abstract

This study examines the current state of communication management at Vietnam Airlines from 2019 - 2025 and proposes solutions to enhance communication effectiveness amid digital transformation and intensifying competition in the aviation industry. The research employs a mixed-method approach combining qualitative and quantitative methods. Qualitative data were collected through in-depth interviews with communication managers, industry experts, and journalists, while quantitative data were obtained from a survey of 100 customers and 149 employees of the corporation. The results indicate that Vietnam Airlines has established a relatively clear brand image as the national flag carrier and maintained an effective internal communication system that contributes to employee engagement. However, several challenges remain, including the gap between brand communication and service experience in certain operational situations, as well as limitations in the current system for measuring communication performance. Based on these findings, the study suggests strengthening the integration between communication management and operational performance indicators, while applying digital tools such as e-CRM, social listening, and customer data platforms to improve communication effectiveness and customer experience.