DISSERTATION

“AN EVALUATION ON THE CUSTOMER RELATIONSHIP
MANAGEMENT (CRM) & SERVICE MARKETING (SM) WITH
SPECIAL REFERENCE TO EMIRATES AIRLINE”

March 8, 2010

By:

YASIR ALI

0811866996244

Dissertation submitted
In the partial fulfillment of the requirement
For the degree of

MASTER OF
BUSINESS ADMINISTRATION
(FINANCE)

UNIVERSITY OF WALES, UK.
March 2010

Submitted by: YASIR ALI,

UNIVERSITY ID: 0811866996244

Dissertation Declaration Form

DECLARATION

This work has not previously accepted in substance for any degree and is not being concurrently submitted in candidature for any degree.

Signed……………………………………………. (Yasir)

Date………………………………………………..

STATEMENT 1

This work is the result of my own investigations, except where otherwise …show more content…

8

CHAPTER 1

INTRODUCTION

Dubai-based Emirates is one of the fastest growing airlines in the world and has received more

than 250 international awards for excellence since its launch in 1985. The proposed research

aims to introduce the benefits and need of Customer Relationship Management practices in the

Emirates Airline. More specifically, it will describe and explore the Customer Relationships of

this airline and service recovery system with business travellers and especially with economy

class travellers as the focus customer groups. The objective is to discover, if Emirates Airline

meet the needs and demands of its customers and employ the service recovery system in a way

to make their customers loyal for life time instead of dissatisfied and defining the purchasing

behaviour of these customers.( Dubai Report 2008).

In this sense, the proposed dissertation makes use of two main fields of research. On one

hand, a theoretical research will be conducted on Customer Relationship Management, Service

Marketing, Service Recovery System and building Customer Loyalty, a parallel review on

literature dedicated to the Emirates airline industry and defined customer group was carried out

to correlate it with the importance of adopting Customer Relationship Management in this service

(Voneche, 2005).

On the other hand, an empirical research on focus groups (Economy Class