In this paper, the literature review, aim, methodology, findings together with discussion are presented.
The airline industry is a challenging business. Keeping customers well informed can be quite challenging also and operational initiatives can proof to be difficult to execute. Schedules, fares and information have to be accurate. Marketing activities and sales promotions change constantly and typhoons and other bad weather conditions cause last minute cancellations or schedule changes. While technology has introduced rapid development, the outcome of applying e-business in developing countries is important for the economy to succeed. Adaptation of e-business in developing countries will make the airline shareholders more open to the needs of the economy, thereby resulting in a progressive business industry. E-business has been in today’s business world for some time now states Currie (2004). The benefit of having E-business in an economy will make it attract more investors.
Successful companies in the airline industry are concentrating primarily on their marketing plan because of the fact that the said activity is considered an important process for development and improvement. That is the main reason why more and more airlines are venturing into the internet as their main channel for their marketing processes. Marketing is a continuous process that deals with matching different products and services in order to meet the needs and demands of the customers. According to Harris and Dennis (2002), in order to accomplish effective marketing through e-business, different processes of research, planning, implementation, evaluation and control are used to achieve the overall aims and goals of a given company. E-business is the use of electronic applications and data to plan and execute different activities such as conception, promotion, distribution and pricing of different goods, services and ideas in order to