Malaysian Airlines: A Case Study Of Malaysia Airlines

MALAYSIA AIRLINES BACKGROUND:

Malaysian Airlines Berhad (Known as MAB) was founded in 1947 and known as Malayan Airways. Their main hubs are Kuala Lumpur International Airport meanwhile their secondary hubs are Bayan Lepas International Airport. MAS have got 111 Destinations over around the world. Their parent companies are Malaysia Airline System Berhad and the headquarters are at Kuala Lumpur, Malaysia.

At the beginning, Malaysia Airlines' humble origins began in the golden age of travel. A joint initiative of the Ocean Steamship Company of Liverpool, the Straits Steamship Company of Singapore and Imperial Airways led to a proposal to the government of the Colonial Straits Settlement to run an air service between Penang and Singapore. The result was the incorporation of

In terms of implement CRM in Malaysia Airlines Berhad, the management have to identify who the airlines' customers are and what their customers’ needs and aspirations are. If airlines didn’t not receive profit from customer, how can airlines be sure airlines are serving their best to customers and applying their value to all business decision? If airlines had the means to do both, profits would have gone. Not only would airlines become more efficient, the shareholders also would see an investment in their only real source of revenue, the customer, and the meaningful profits in result. With so few new revenue opportunities, do airlines need more aircraft? Or instead should airlines consider a customer relationship management program that uncovers and maintains shareholder value. Airlines need to know and understand those customers who contribute the most to their bottom line. Providing customers with a good experience however and whenever they choose to contact you is a key part of managing relationships with them. Ovum defines customer relationship management (or CRM)