Relationship Management in British Airways: History, Quality Dimensions, Sales Funnel, Consumer Acquisition, CRM and Analysis

Running head: RELATIONSHIP MANAGEMENT
Relationship Management
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1RELATIONSHIP MANAGEMENT
1. History of British airline and who is British Airways today
Being established by the British government in 1974, the British Airway board was created
to manage four airway corporations, namely British overseas airways, British European Airways,
Cambrian and northeastern airways. Initially, it was a state organization for 13 years. In 1987,
the company got privatised (Michael and Richard). The prosperity of British Airways enhanced
with the acquisition of Dan-Air, Caledonian and finally British midland international, in the year
2012. Besides that, at that point in time, the mentioned organization stated increasing its
resources by buying 59 Airbus A320, 12 Airbus A380 and 24 Boeing 787 dreamliners. Today,
the British Airway is the World's third largest company.
2. 3 quality dimension of the British Airways
 Technological quality: This quality refers to the technical parameters that help the
company to identify its technological parameters. BA is constantly working on the
enhancement of its technical qualities like renewals of its aircraft fleet.
 Functional quality: In order to enhance the satisfaction of its consumers, BA invests a
commendable amount onboarding, checking and departure and arrival of the aircraft so
that the experience of the consumers is hassle-free and smooth ( Joep and Joep ).
 Corporate Image: Being a globally renowned airline company, BA’s Corporate image is
commendable. The company maintains the image by symbolism, behaviour and
communication strategies.
3. Sales funnel used by BA
BA uses the Broad and narrow funnel in order to enhance its competitive advantage. This
funnel, used by BA can be divided into 7 phases, namely, Awareness phase, Interest Phase,