TITLE:
Supply Chain Integration and Customer Relationship Management in the Airline Logistics
AUTHORS:
Muhammad Alshurideh, Nizar M. Alsharari, Barween Al Kurdi
KEYWORDS:
Supply Chain, Emirates Airline, Customer Relationship Management, Airline Logistics
JOURNAL NAME:
Theoretical Economics Letters,
Vol.9 No.2,
February
27,
2019
ABSTRACT: This paper aims to explain the relationship between
supply chain integration (SCI) and customer relationship management (CRM) in
the Emirates airline (EA) logistics. The
paper adopts qualitative research methodology and presents an
interpretive case study approach. The study uses triangulation method of data
collection including interviews, observations, and documents and archival
records. This study can be considered as one of important studies because it
links between logistics and airlines management in the emerging economy. It
provides a model for an aspiring company to strategically manage customer
relationships and shows that good CRM can promote business growth, customer
retention, and revenues generation. The study provides important implications
for both academics and practitioners alike through the implementation of CRM to
gain a competitive advantage over their rivals. The study concludes that the
ability to promote the operating leverage, innovation, and entrepreneurship
ideas, as well as a visionary management team, is essential for EA. It also
concludes that the process of SCI can be improved from internal logistics
processes to external integration with suppliers and customers, and such
integration can be achieved via the CRM system. The study recommends that
airlines industry need to make strategic efforts to be more competitive in the
supply chain core of business by reducing logistics costs and satisfying the
needs of their customers.