Air China’s Customer Relationship Management a Case Study in China’s 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.