Research on Customer Relationship Management of DF Airlines

Abstract

With the acceleration of economic globalization and the continuous improvement of people's living standards, the demand for air travel among people is constantly increasing. The entry of more and more airlines into the market has led to increasingly fierce competition in the aviation industry. Against this backdrop, customer Relationship management (CRM) has become a key factor for airlines to enhance their competitiveness. This paper takes DF Airlines as the research object, deeply analyzes the current situation of its customer relationship management, discovers the existing problems, and uses relevant theoretical models for analysis, aiming to propose effective optimization strategies to improve the customer relationship management level of DF Airlines and enhance its market competitiveness.

This paper uses the SERVQUAL model and the NPS model to conduct quantitative analysis on the customer satisfaction and loyalty of DF Airlines respectively. The research finds that DF Airlines has deficiencies in terms of customer satisfaction and loyalty, such as the need for improvement in hardware facilities, low punctuality rate of flights, and slow response speed of customer service.

Based on the above analysis results, this paper proposes specific optimization strategies from two aspects: satisfaction and loyalty. In terms of improving satisfaction, it is suggested that DF Airlines improve in-flight facilities, increase the punctuality rate of flights, and enhance the response speed of customer service, etc. In terms of enhancing loyalty, DF Airlines should improve the membership rights system, establish a service remediation mechanism, and strengthen brand image building, etc. DF Airlines can comprehensively enhance its customer relationship management level through the above measures, providing strong support for the sustainable development of the enterprise.