Supply Chain Integration and Customer Relationship Management in the Airline Logistics

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.

The Relationship Between Supply Chain Management and Customer Relationship Management

“…The more customers fly, the more miles they earn. [14][15] [16] The accumulated mileage is valid for three years. EA will provide more personalized services to customers with higher levels.…”

The dynamics of green supply chain management within the framework of renewable energy

“…106 Sustainability within the context of GSCM is one of the major concerns in SCM literature. According to Reference 107, the increasing desire towards the implementation of sound environmental practices, and the awareness of the significant role of the SC has generated a significant dataset examining how SC can integrate, 108,109 coordinate, 110,111 facilitate collaboration, 112,113 enhance sustainability, 69,[114][115][116] and innovate performance. 117,118 Carter and Dresner 119 made an argument that management decisions must be taken after considering the impact of SC on the natural environment.…”

Customer Integration and Competitive Advantage of Food and Beverages Manufacturing Firms in Kenya

“…Via CRM, a company is able to recognize and reward its most loyal clients via targeted marketing to maintain and grow its business. It is therefore easier to maintain clients (Al Shurideh, Alsharari & Al Kurdi, 2019). Huo (2012), pointed out that customer participation has become an important strategy for organizational survival through early customer involvement in new product creation, because innovation can come from how companies communicate with consumers through obtaining customer perspectives, ideas, thoughts as well as knowledge; enabling customers to participate in improving existing products or services; and encouraging customers to participate in helping to improve product and service offerings.…”

“…Integrating with consumers facilitates the exchange of data between them and the company. In addition, customer relationships enable the company to develop core competencies (Al Shurideh, Alsharari & Al Kurdi, 2019). Integration of customers means exchanging information between both the company and the consumer.…”