Travel and tourism is a vital part of the global economy. One of the essential requirements in tourism is time and cost effective movement of people from one place to another. The role of aviation sector gains a great importance. The aviation sector is one of the fastest growing sectors in the service industry. Due to higher disposable income and need for faster travel, there is more demand for air travel. In today's global and dynamic business environment, CRM solutions can aid in improving customer satisfaction and make efforts to exceed customer expectations. British Airways is one of the leading international airlines today covering more number of countries than any other airline in the world. BA has come forward with several strategies and successfully implemented customer centric practices in the last two decades. A study is made as to how they have been able to enhance customer loyalty and retain their customers.
Keywords
Customer Service, Benchmarking Competitive Advantage, Leadership, Service Recovery, CRM.
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