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C/M/1376. Dissertation. Customer Relationship Management in Airline Industry: Case Study of British Airways

WORDS:
19500
DATE:
2010
PRICE:
199.99 GBP

The dissertation investigates the effectiveness of customer relationship management (CRM) as a source of competitive advantage in the airline industry using a case study of British Airways (BA). Literature is reviewed on the theory of CRM, the role of CRM in gaining competitive advantage, CRM strategic capability, etc. Critical incident technique (CIT) is used as a core research methodology, the methods of the BA case study include primary research based on the data obtained from questionnaires. Conclusions are made about the value of the extrinsic and intrinsic aspects of CRM in the strategy of British Airways towards a sustainable competitive advantage within the airline industry.

 

KEYWORDS: Dissertation, CRM, Customer Relationship Management!, airline industry, British Airways, BA, competitive advantage,

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