This managerial project proposal explores the implementation of a CRM system for Air Malta, an airline operating in the aviation sector. The project aims to evaluate the role of CRM in the aviation industry, identify ways CRM can solve customer problems, and examine how CRM can aid in customer retention. The introduction highlights the importance of customer data management and the impact of the COVID-19 pandemic on customer relationships. The literature review discusses the benefits of CRM, including cost reduction, improved data security, and streamlined operations. The research methodology outlines the use of an interpretivism philosophy, an inductive approach, and a combination of primary and secondary data collection methods, with a focus on thematic data analysis and simple random sampling of Air Malta employees. The project also addresses ethical considerations and potential outcomes, including the benefits of CRM implementation in solving customer issues, while acknowledging limitations and scope for future research. The proposal includes a Gantt chart for project management and references to relevant sources.
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