Evaluating the Effectiveness of CRM in Customer Retention at British Airways

Business Dissertation
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Table of Contents
Chapter 1....................................................................................................................................3
1.0 Introduction..........................................................................................................................3
Background of the research problem:....................................................................................3
Rationale:...............................................................................................................................4
1.1 Aims and objectives of the research............................................................................4
1.2 Research Questions.....................................................................................................5
1.3 Ethical considerations of the research.........................................................................5
1.4 Structure of the research (100).........................................................................................6
Chapter 2....................................................................................................................................7
Literature review........................................................................................................................7
2.0 Introduction to literature review.......................................................................................7
2.1 Building blocks of CRM..................................................................................................7
2.2 Models of CRM:..............................................................................................................8
Reference list..............................................................................................................................9
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Research Topic: Research on evaluating the effectiveness of CRM in customer retention
at British Airways
Chapter 1
1.0 Introduction
Background of the research problem:
Observations have been that the most influential marketing elements that defines the overall
functions and the performance of CRM promotes basic marketing concept of business at
British airways satisfies the customers it deals with. Apart from this the problems faced
whole conducting the research; the researcher came across lacks in the customer retention
management ground. In order to obtain the long term and goals of conducting the business
the British airways must focus on the following grounds:
 British airways is considered to be the most prominent and effective airlines industry
providing withy every efficient features to handle its and provide satisfaction to its
customers. But the observed issue that lies within the British Airways is the deflection
on the scale of revenue. The organization enjoys serving around 45000 employees for
providing service to the customers around 100 more countries. Leaving this the main
problem faced whole conducting the research; the researcher came across lacks in the
customer retention management ground. The main objective of the CRM of British
Airways is to focus on the database structure of the business services and the products
of the British Airways. Thereby the annual deduction in the scale of the passengers
which deflects due to the rise in price of the ticket and accommodation fare.
 Dealing with the problems faced by the customer management, the main issue faced
by the researcher whole conducting the research is about the detainment profitability
faced by the respective organization with respect to the situation dealing with the
competitive marketing scheme. Leaving this the problems faced whole conducting the
research; the researcher came across lacks in the customer retention management
ground. However British airways is considered to be the most efficient and efficient
airlines industry that provides with every efficient features to handle its and provide
satisfaction to its customers.
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