Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)

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Air China’s Customer Relationship Management a Case Study in China’s Airline Industry

Authors
Zhenxu Sun1, Jiamin Tang1, Xiaoyi Wang2, Xin Yang2, *
1Business School, The University of Liverpool, Liverpool, UK
2Faculty of Business and Economics, The University of Melbourne, Melbourne, Australia
*Corresponding author. Email: yangxy4@student.unimelb.edu.au
Corresponding Author
Xin Yang
Available Online 29 December 2022.
DOI
10.2991/978-2-494069-31-2_276How to use a DOI?
Keywords
Customer Relationship; Customer Relationship Management; Covid-19; Airline Industry
Abstract

Since the full-scale outbreak of COVID-19 in 2019, the global aviation industry has been greatly affected, and customer relationship management has become increasingly important for aviation companies. How to improve customer satisfaction and increase customer retention has become a higher priority in companies as the outbreak has been around for longer. This paper aims to examine the current relationship between customers and the Chinese airline industry during a pandemic, using China Airlines as an example. Using literature and industry reports, a simulated CRM model is developed and used to analyse the feasibility of the model and the position of CRM systems in the Chinese airline industry, and finally to list some of the challenges that are difficult to address. The results show that there is no exact relationship between CRM optimisation and profitability, but they validate the incompleteness of the model and suggest optimisation assumptions. The main contribution of this paper is to support the important role of CRM in China's aviation industry, and to explain the difficulties and challenges encountered by China's aviation industry during the epidemic.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 December 2022
ISBN
10.2991/978-2-494069-31-2_276
ISSN
2352-5398
DOI
10.2991/978-2-494069-31-2_276How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Zhenxu Sun
AU  - Jiamin Tang
AU  - Xiaoyi Wang
AU  - Xin Yang
PY  - 2022
DA  - 2022/12/29
TI  - Air China’s Customer Relationship Management a Case Study in China’s Airline Industry
BT  - Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
PB  - Atlantis Press
SP  - 2345
EP  - 2354
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-31-2_276
DO  - 10.2991/978-2-494069-31-2_276
ID  - Sun2022
ER  -