CRM scale development for enhancing business excellence in the Indian airline sector

Abstract

The research study aims at developing and validating a CRM scale in the context of the Indian airline sector for enhancing business excellence. The robust methodology of scale development is used to develop the scale consisting of exploratory and confirmatory factor analysis. Finally validated scale consists of six factors named as perceived value, process orientation, commitment, technology and support staff, top of range positioning, and customisation and repurchase intentions. These factors should be given utmost importance from the airline company's point of view for better retention and repatronage of customers as well as for overall business excellence. Novelty of the research work lies in developing the CRM scale for the Indian airline sector as there is no such study available in the literature. Managerially, it will help the management of various airline companies to identify the most critical areas for improvement and acting accordingly. This will ultimately have a significant effect on the Indian economy because of the sectoral contribution in GDP. The major limitations of the study lie in terms of sample size and generalisability of the proposed scale in different national context.