Assessing Passengers’ Perception Towards Customer Relationship Management In Indian Airline Industry

Customer Relationship management is a crucial strategy which is adopted by every organization to improve its business and thus gaining competitive advantage over the rivals. Indian Aviation Industry is one of the largest growing sectors which laid attention on maintaining profitable relations with its passengers. This paper assesses the perception of passengers towards customer relationship management (CRM) factors adopted by Aviation sector. The study uses CRM factors - Customer focus, Responsiveness, Staff assistance and other relationship maintaining practices. The sample size consisted of 300 passengers from different districts of Punjab and Union Territory Chandigarh. The findings showed that passengers have overall positive attitude towards CRM practices adopted by airlines and the CRM factors have significant effect on passengers’ loyalty.