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Dissertation - CRM at British Airways

Dissertation - CRM at British Airways Every industry regardless of size and disposition is exposed to marketing elements which influences the company’s function and performance as a whole. Accordingly, such elements are the one’s attributed in determining whether the company has met their organisation objective and if they are able to satisfy their clients (Oliver, 1997). In this regard, there are several approaches which can be considered so as to sustain competitive advantage within the marketing environment. Some marketing strategies give emphasis in the long-term retention and satisfaction of the customers through the provision of products or services that directly suit their needs. While these marketing strategies have been used for various purposes within the customer life cycle, obtaining and maintaining customers remain its prime objectives. Currently, the use of such strategies had increased as businesses give more priority to their markets. In addition, changes in the consumer trends had caused the increased interest of businesses for the marketing strategy. The development of Customer relationship management has been very essential to many business organisations, in ensuring good customer relations at all cost. In this regard, this dissertation generally aims on identifying “The Effectiveness of CRM at British Airways”. In particular, this study aims to achieve the following objectives: 1. To investigate the context of Customer Relationship management and its aims and objective in the organisational performance 2. To identify the fundamental context of strategies and customer satisfaction in British Airways 3. To determine the effect of influence of Customer relationship on the performance of the organisation within the perception of the customers and management 4. To recommend a sound conclusion which supports the outcome of the analysis and literature review gathered Dissertation - CRM at British Airways

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