CAN CUSTOMER RELATIONSHIP MANAGEMENT AS A MARKETING STRATEGY CAN LEAD AIRLINES COMPANY IN UK TO SUCCESS - Essay Example

As per Federal Aviation “the basic concepts and ideology that make CRM successful with aviation air crews have also proven successful with other related career fields. Several commercial aviation firms, as well as international aviation safety agencies, began expanding CRM into air traffic control, aircraft design, and aircraft maintenance in the 1990s specifically, the aircraft maintenance section of this training expansion gained traction as Maintenance Resource Management” (2000). The deeper the affiliation the airline holds with these customers, the more opportunities there will be for advertising supplementary harvest and services.

However, with the appearance of e-business and the innovative economy, the challenges of building physically powerful consumer interaction have become even bigger (Jiang , 2007). Airlines strive to expand market share and maintain productivity recently to meet challenges of aggressive environment, they ought to handle their customer relationships to maximize customer reliability and income (Boland, 2002). Burgoon stated that “Pilots and flight attendants need to understand the basic psychology of group dynamics and the positive effect that pre-flight briefings can have between groups.

Many pilots and flight attendants may have never worked together before and yet both of these groups tend to remain isolated before, during, and after a flight. Some captains are better with an introduction and a briefing than others. But overall, there tends to be a "chill in the air" during pre-flight routines. The importance of an introduction and briefing cannot be overstated; a simple handshake or congenial gesture may be all that is required to build trust and camaraderie” (Burgoon, 1991).

Necessitate to magnetize, gain, influence, and preserve customers is still of crucial anxiety to most businesses. Several studies manuscript that the middling company