Evaluating the Effectiveness of CRM in Customer Retention at British Airways

This dissertation investigates the effectiveness of Customer Relationship Management (CRM) in enhancing customer retention at British Airways. It explores the key building blocks of CRM, analyzes various CRM models, and examines the challenges and opportunities associated with implementing CRM strategies in the airline industry. The research aims to identify the factors that contribute to successful CRM implementation and provide recommendations for improving 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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 Although the organization conducts its research on the business efficiency of the
CRM of British Airways, the problems faced within the structural domain of the
organization is due to the lack of business compatibility. Excluding this the main
problem faced whole conducting the research; the researcher came across lacks in the
customer retention management ground. Thereby the annual deduction in the scale of
the passengers which deflects due to the rise in price of the ticket and accommodation
fare. Thereby it can be observed that the problems faced by the research her whole
conducting the research with respect to the CRM of British Airways the situation
dealing with the competitive marketing scheme and profitable inefficiency.
Rationale:
The marketing developmental tool for the British Airways must maintain the business
efficiency. 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. Dealing with the
efficacies of British Airways the CRM manages the business relationship, which mainly
focuses on the customer management, the main issue faced by the researcher completely
conducting the research, is about the detainment profitability faced by the respective
organization with respect to the situation dealing with the competitive marketing scheme.
Although 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. 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 the affluent volume in the
business structure.
In contributing the profit mediation and the service quality improvisation, there is a rise in the
profitability structure of the respective organization. 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.
1.1 Aims and objectives of the research
The main aim of this project is to describe the customer relationship management at British
Airways. There are some important objectives of the customer relationship management with
the respect of British airway are as follows:
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 To give the reliable services to the customer so that they prefer to continue the
relationship with the British airways.
 To consider the basic functions of the customer and the facilities of the customer to
have a good environment.
 To determines the way to give the good and flexible services to the customer’s
confinement and the satisfaction of their basic needs of the British airways.
 To uphold the system and to follow the whole strategy of the airways that makes the
good bond between the customer and their relationship management.
 The main objectives of this research is to resolve the problems of the customer and
provide a satisfactory results.
1.2 Research Questions
I. What are the basic complexities of the services of the British Airways provide to the
common people?
II. What are the services are provided to the customer of the Airways for the reliability of
the customer?
III. How to improve the relationship between customer and the management of the
service provider.
IV. What are flexibilities are given for the customer to have the benefits of the services
and the management.
V. Recommend how to establish better customer relationship?
VI. How to improve the effectiveness to maintaining customer relationship management?
The aim of the research on this topic is to establish the relationship between the customer and
the management of the British Airways, how work for the better service results providing by
the organization, and to maintain a good feedback from the people who used to take the
services from this airways.
1.3 Ethical considerations of the research
The main issues in the British Airways are the problems related to timing and the customer
services. To solve the problem the management has to maintain their prospective. The
flexibility is needed for the service provider for the relaxation of the management and the
employees of the British Airways. However, the maintenance of the services and the
customers has to be maintained. To serve the CRM i.e., customer relationship management
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the problems have to resolved and make better relationship whit the customers which makes
the British Airways better and a good service provider.
1.4 Structure of the research (100)
The structure of the research is given as follows:
 Introduction:
In the introduction part of this research, the relationship maintenance of the customer
and the British Airways has to be maintained and how the whole management should
follow the strategy.
 Literature Review:
In this part, the whole relationship maintenance structure of the British Airways
customer and the services provider is to be established.
 Research Methodology:
Researching parts has been done in this part
 Data analysis
 Developing conclusions and recommendations
 Suggesting future scope of the study.
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Chapter 2
Literature review
2.0 Introduction to literature review
Literature review is one of the most important aspects of conduction a research project or
dissertation or any kind of research study. A literature review section fundamentally analyses
a number of scholarly articles and any research data available addressing the research topic.
Researchers have the liberty to implement different types of literature review techniques such
as systemic literature review or critical literature review. Here in the present research study,
the investigator has implemented the critical literature review technique in the hopes of
identifying the research gap that has been fulfilled through the present study.
2.1 Building blocks of CRM
As suggested by Bruns-Smith
et al., (2015) CRM or in other terms customer relationship
management is a tool that can be used competitively to gain competitive advantage in the
market place. This tool establishes and maintains the relationship of the organization with the
direct or indirect customer of the organization. Bryson, (2018), suggested certain building
blocks for CRM. These building blocks are the foundation concepts which guide organization
to establish and maintain good customer relations guided by the inspiration of gaining
competitive advantage in the market. These building blocks include the data bases for
enlisting valuable information about the customers, analysing the customer needs,
understanding the consumer decision making process, observing the customer buying
behaviour, establishing proper channels of communication between the customers and the
organization (Dobrzykowski
et al., 2014). Moreover, concepts such as attending to customer
queries promptly are also an important foundation of CRM.
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Fig: Building Blocks of CRM
(Source: Author)
2.2 Models of CRM:
The most tangible benefits framed by the CRM of British airways focuses on the outcome of
the issues faced with respect to the business management. The annual deduction in the scale
of the passengers tends to deflect due to the rise in price of the ticket and accommodation
fare. Thereby it can be observed that the problems faced by the research her whole
conducting the research with respect to the CRM of British Airways the situation dealing
with the competitive marketing scheme and profitable inefficiency (Davis
et al., 2018). The
employee productivity increases with the rapid increase in the scale of the services and
products that satisfies the overall satisfactory level of the customer who enjoys the services
provided by the respective organization.
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Building
Blocks
of CRM
Enlisting Valuable
Information About
The Customers
Understanding The
Consumer Decision
Making Processs
Analysing The
Customer Needs
Observing The
Customer Buying
Behavior
Establishing Proper
Channals Of
Communication
Between The
Customers And
The Organization
Attending To
Customer Queries
Promptly

Reference list
Bruns-Smith, A., Choy, V., Chong Ph D, H. & Verma Ph D, R., 2015. Environmental
sustainability in the hospitality industry: Best practices, guest participation, and customer
satisfaction.
Bryson, J.M., 2018. Strategic planning for public and nonprofit organizations: A guide to
strengthening and sustaining organizational achievement. John Wiley & Sons.
Davis, B., Lockwood, A., Alcott, P. & Pantelidis, I.S., 2018. Food and beverage
management. Routledge.
Dobrzykowski, D., Deilami, V.S., Hong, P. & Kim, S.C., 2014. A structured analysis of
operations and supply chain management research in healthcare (1982–2011). International
Journal of Production Economics, 147, pp.514-530.
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