An Evaluation on the Customer Relationship Management (Crm) & Service Marketing (Sm) with Special Reference to Emirates Airline”

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DISSERTATION

“AN EVALUATION ON THE CUSTOMER RELATIONSHIP
MANAGEMENT (CRM) & SERVICE MARKETING (SM) WITH
SPECIAL REFERENCE TO EMIRATES AIRLINE”

March 8, 2010

By:

YASIR ALI

0811866996244

Dissertation submitted
In the partial fulfillment of the requirement
For the degree of

MASTER OF
BUSINESS ADMINISTRATION
(FINANCE)

UNIVERSITY OF WALES, UK.
March 2010

Submitted by: YASIR ALI,

UNIVERSITY ID: 0811866996244

Dissertation Declaration Form

DECLARATION

This work has not previously accepted in substance for any degree and is not being concurrently submitted in candidature for any degree.

Signed……………………………………………. (Yasir)

Date………………………………………………..

STATEMENT 1

This work is the result of my own investigations, except where otherwise stated. Where the correction services have been used, the extent and nature of the correction is clearly marked in a footnote(s).

Other sources are acknowledged by footnotes giving explicit references. A bibliography is appended.

Signed……………………………………………. (Yasir)

Date………………………………………………..

STATEMENT 2

I hereby give consent for my work, if accepted, to be available for photocopying and for the inter- library loan, and the title and summary to be made available to outside organizations.

Signed……………………………………………. (Yasir)

Date………………………………………………..

2

“I dedicate this humble effort,
The fruit of my thoughts and study
To my affectionate Parents
Who send me for higher education
And encouraging me”

CONTENTS

PAGE

3

Acknowledgements

Abstract

Chapter One

Introduction

Purpose of Dissertation

1.1

Research Objectives

1.2

Main Source of Information

1.3

Dissertation Outline

1.4

7

8

9

10

13

13

14-15

Chapter Two

Literature Review

1.1 Introduction

1.2 Customer Relationship Management

2.2.1

2.2.2

2.2.3

2.2.4

2.2.5

2.2.6

Service Marketing

1.3

2.3.1

2.3.2

2.3.3

2.3.4

2.3.5

2.3.6

2.3.7

2.3.8

Evolution and Lifecycle

Implication

Processes

Technology

People

Advantages

Intangibility

Inseparability

Variability

Market Orientation

Relationship Management

Bonding

Internal marketing

Promise fulfilment

16

16

17

19

22

22

22

23

23

24

24

25

26

27

28

29

30

30

4

2.3.9

2.3.10

2.4

The Customer Mystery

2.4.1

2.4.2

2.4.3

2.4.4

Build trust

Service Recovery

County of Origin (COO)

Perceived Risk

The decision-making process

Accountable Relationships

31

31

32

32

33

35

36

Chapter Three

Emirates airline Industry

Introduction

3.1

Airline Industry

3.2

Emirates Airlines

3.3

3.4

Economy Class Travellers

Chapter Four

Research dology

4.1

Introduction

4.2

Research Philosophy

Type of Research Approaches

4.3

Research Methods

4.4

4.4.1

Reliability & Validity

4.5

Data Collection

4.6

Sampling Technique

4.7

4.8

Implementation of Data

Sample Used & Delivering of Questionnaire

4.9

38

38

38

39

40

Inductive Verses Deductive Research

46

46

46

47

48

48

49
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