Impact of Technology Advances on Customer Relationship Management in Airline Industry

Running head: INTEGRATED BUSINESS RESEARCH METHODS
Integrated Business Research Methods
Name of the Student
Name of the University
Author Note

INTEGRATED BUSINESS RESEARCH METHODS1
Acknowledgement
The completion of the assignment certainly enhanced my knowledge in Research Methods
and its use in business studies. I have explored new areas in research methods. In completion
of the assignment, I would like to thank a number of people who have helped me to complete
the assignment. Firstly, I would like to thank my supervisor who have helped me to choose
research methods suitable for the assignment. I thank my peers for helping me to prepare
dummy tables and charts for the calculations. I must thank my friends for encouraging me to
finish the whole work successfully.
Thanking you all,

INTEGRATED BUSINESS RESEARCH METHODS2
Executive Summary
Proposed study includes investigation on how technology advances influence customer
relationship management in today’s dynamic market environment in the airline sector.
Purpose of the proposed study is to investigate and identify the impact of technology
advances on customer relationship management. As technology is widely adopted across all
functions in business, it is worth stating that implementation of technology creates crucial
impact on business. In order to derive the outcome of the study, primary research methods in
the study would be used, thereby, research methods have been explained by diving
comprehensive definition and its application. To derive a better insight about the use of
technology in customer relationship management, study has been suggested to analyse the
use of a particularly technology such as AI in customer service.

INTEGRATED BUSINESS RESEARCH METHODS3
Table of Content
1.0 Introduction..........................................................................................................................4
1.1 Problem Statement...........................................................................................................4
1. 3 Research Questions.........................................................................................................5
2.0 Literature Review.................................................................................................................5
2.1 Electronic customer relationship management................................................................6
2.2 Emergence of Technology in CRM.................................................................................6
2.3 Gaps in the research.........................................................................................................8
3.0 Methodology........................................................................................................................8
3.1Research design.................................................................................................................8
3.2 Research question.............................................................................................................9
3.3 Research hypothesis.........................................................................................................9
3.4 Data collection tools and techniques................................................................................9
3.5 Sample size.......................................................................................................................9
4.0 Results................................................................................................................................10
5.0 Observation........................................................................................................................16
5.1 Analysis of Results.........................................................................................................16
6. Recommendation..................................................................................................................17
7. Limitations.......................................................................................................................17
8. Future Scope.....................................................................................................................17
References................................................................................................................................19
Bibliography.........................................................................................................................21

INTEGRATED BUSINESS RESEARCH METHODS4
Questionnaire.......................................................................................................................22

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Topic- Impact of Technology Advances on Customer Relationship Management- A
Case study of Australian Airline
1.0 Introduction
The proposed study is a detailed investigation on how technology advances influence
customer relationship management in today’s changing market environment. It can be
ascertained that businesses irrespective of type industry, size and structure have started
adopting technology across all operative functions. Customer relationship is a significant
aspect of every business, as better CRM leads to increased customer base, sales and profits.
According to Choudhury and Harrigan (2014), when it comes to managing customer
relations, service industry usually comes first to be considered in business studies. Especially,
in the airline industry, quality of customer service determines the success of the business to
greater degree. On the contrary, as technology provides better and faster to solutions to
business problems, airline organizations choose technology over traditional practices of
managing customer relationship. Therefore, it is important to learn how technology advances
are affecting CRM presently in the airline industry. The purpose of the proposed study is to
investigate and identify the impact of technology advances on customer relationship
management.
1.1 Problem Statement
Rapid development in technology and its growing impact on businesses have now
been a significant concern for organizations in the airline sector. Changing consumers’ taste
and preferences is the most possible occurrence that every business in the airline sector have
to deal with. As technology is widely adopted across all functions in business, it is worth
stating that implementation of technology creates crucial impact on business. Thus, it is