This paper aims to explain the relationship betweensupply chain integration (SCI) and customer relationship management (CRM) inthe Emirates airline (EA) logistics. Thepaper adopts qualitative research methodology and presents aninterpretive case study approach. The study uses triangulation method of datacollection including interviews, observations, and documents and archivalrecords. This study can be considered as one of important studies because itlinks between logistics and airlines management in the emerging economy. Itprovides a model for an aspiring company to strategically manage customerrelationships and shows that good CRM can promote business growth, customerretention, and revenues generation. The study provides important implicationsfor both academics and practitioners alike through the implementation of CRM togain a competitive advantage over their rivals. The study concludes that theability to promote the operating leverage, innovation, and entrepreneurshipideas, as well as a visionary management team, is essential for EA. It alsoconcludes that the process of SCI can be improved from internal logisticsprocesses to external integration with suppliers and customers, and suchintegration can be achieved via the CRM system. The study recommends thatairlines industry need to make strategic efforts to be more competitive in thesupply chain core of business by reducing logistics costs and satisfying theneeds of their customers.
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