The Effectiveness of CRM at British Airways (2012)

CRM at British Airways Dissertation – Every industry regardless of size and disposition is exposed to marketing elements which influences the company’s function and performance as a whole. Accordingly, such elements are the one’s attributed in determining whether the company has met their organisation objective and if they are able to satisfy their clients (Oliver, 1997). In this regard, there are several approaches which can be considered so as to sustain competitive advantage within the marketing environment.

Some marketing strategies give emphasis in the long-term retention and satisfaction of the customers through the provision of products or services that directly suit their needs. While these marketing strategies have been used for various purposes within the customer life cycle, obtaining and maintaining customers remain its prime objectives. Currently, the use of such strategies had increased as businesses give more priority to their markets. In addition, changes in the consumer trends had caused the increased interest of businesses for the marketing strategy.

The development of Customer relationship management has been very essential to many business organisations, in ensuring good customer relations at all cost. In this regard, this dissertation generally aims on identifying the effectiveness of CRM at British Airways. In particular, this study aims to achieve the following objectives:

  • To investigate the context of Customer Relationship management and its aims and objective in the organisational performance
  • To identify the fundamental context of strategies and customer satisfaction in British Airways
  • To determine the effect of influence of Customer relationship on the performance of the organisation within the perception of the customers and management
  • To recommend a sound conclusion which supports the outcome of the analysis and literature review gathered
  • 12,000 words – 54 pages in length
  • Good use of literature
  • Good in depth analysis
  • Well written throughout
  • Includes questionnaire and survey questions
  • Ideal for business and marketing students

1 – Introduction
Background of the Study
Overview of British Airways
CRM Overview
CRM and Marketing
Research Objectives
Research Questions
Rationale of the Study
Scope and Limitations
Definition of Terms

2 – Review of Relevant Literature
Customer Relationship Management
CRM: Direct and E-Marketing
Flaws of CRM

3 – Research Methodology
Research Design
Research Instruments
Data Analysis and Presentation
Ethical Considerations
Statistical Treatment of the Data
Data Summary

4 – Data Presentation and Analysis
Demographic Profiles
Perception of the Respondents
Evaluation of British Airways’ CRM
Benefits of CRM in British Airways
Problems and Issues of CRM in British Airways
What techniques have the company applied for its CRM system?
What are the reasons of the company for implementing CRM to sustain their organisational Performance?
What requirements have the company considered in order to implement CRM?
What makes the company’s existing system effective and beneficial?

5 – Summary, Conclusions and Recommendations
Limitations of this Research



CRM at British Airways Dissertation
CRM at British Airways Dissertation

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