The Customer Relations Systems of Cathay Pacific Airlines and its Impact on Corporate Image - Research Paper Example

The new system created good data warehousing and customer data-analysis systems. The new system resulted in a 300% increase in returns on investment between 1998 and 2000 (Gamble et al, 2010). Through the system, Cathay Pacific got information to support decision-making. This resulted in the consolidation of data, more personalized service and improved target marketing. The Airline also introduced the Marco Polo Club in 1995 which is a brand loyalty program meant to reward customers and encourage them to get some kind of compensation to stick to the Cathay Pacific (Horner & Swarbrooke, 2012).

Marco Polo Club is a part of the One-World Alliance. The Marco Polo Club has four classes, Green, Silver, Gold and Diamond. Each class has its own benefits. Amongst the many benefits include the fact that Silver members can pay the rate of the economy class and check-in at the business class. Gold members of the business class can check into One World Alliance Executive lounges in Airports around the world. Diamond members can have some excess luggage when they travel in the business class. (Horner and Swarbrooke, 2012).

This program has worked successfully for Cathay Pacific for all these years. Research Question Questions Cathay Pacific is currently a very profitable business venture. It is successful in many different areas and parts of Asia and the Pacific region. The Airline continues to attract more customers and it remains competitive ahead of other regional players like Emirates and other players from different parts of the Southern continent world. This research would seek to examine some important elements and important components of the success of Cathay Pacific.

This research would set off to ask: what customer relations management system does Cathay Pacific use? What is the role of the customer information system in promoting customer relations in the Airline? What is the system of operation of the One-World Alliance and Marco Polo Club? What do customers say about these loyalty programs and systems of Cathay Pacific? Research Aims and Objectives The aim of the research is to examine: the effectiveness of the customer relations management systems of Cathay Pacific in promoting the corporate image and enhancing customer loyalty.

In doing this, the following objectives would be assessed: 1. A critical examination of the customer relations management (CRM) system of Cathay Pacific. 2. An assessment of the effectiveness of the Cathay Pacific loyalty programs. 3. Effects of customer loyalty programs of Cathay Pacific on customer loyalty and corporate image. 4. Examination of the impact of customer relationship management on Cathay Pacific. Research Method The research methodology is the approach that is used to enquire into a given matter to attain the objectives of given research (Saunders et al, 2009).

The research methodology refers to the various activities that are carried out in order to attain the aim of the research. In order to attain the research results, there would be four distinctive phases that would be carried out to complete the study. The research would involve the collection of data, analysis of the data and conclusion. Data Collection Data would involve information collected from primary and secondary sources. This data would be collected in correspondence with the four objectives.