CRM in the Context of Airline Industry: A Case Study of Mexican Airline

CRM in the Context of Airline Industry: A Case Study of Mexican Airline

Riyad Eid (United Arab Emirates University, UAE) and Mustafa Zaidi (University of Veterinary & Animal Sciences, Pakistan)
DOI: 10.4018/jcrmm.2010040103
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The airline industry is known as high-tech industry that leads other business sectors, serving as a technological role-model. This paper proposes a conceptual model for Customer Relationship Management (CRM) implementation in the airline industry, using a case study of a Mexican airline. The authors provide new theoretical grounds for studying the CRM. This study is an empirical assessment of the CRM model and also assesses the basic phases of the CRM implementation which are 1) Information Phase, 2) Trust Phase and 3) Objectives Phase.
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Objectives Of The Paper

The present paper pursues the following objectives:

  • To examine and analyse the effects of CRM and its contribution towards airline industry,

  • To develop and clarify a conceptual framework integrating CRM constructs, and its consequences on airline customers’ satisfaction and,

  • To specify and test hypothesised relationships derived from the conceptual framework after discussing and analyzing the case study of Mexicana Airlines.

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