Holistic Approaches in Mental Health and Wellness
Factors Affecting Customer Relationship Digital Transformation Strategies in Airline Industry: A Grounded Theory Approach
Abstract
Parvaneh Assari
The purpose of this study is to examine the factors which influence digital transformation (DT) strategies in customer relationship management (CRM) focusing on airlines in UAE using three key airlines as statistical population. The research was carried out in two separate phases. Applying grounded theory (GT), the first phase took a qualitative approach using a methodological framework adapted from Corbin & Strauss (1990) [1]. This involved 13 CRM experts with deep understanding of digitization processes within the airline sector who were subjected to intensive interviews during this stage. The participants were chosen using the snowball sampling approach, with theoretical saturation based on all important topics and ideas being investigated during the interview process. The qualitative analysis showed that successful CRM digital transformations have two essential phenomena are Strategic Digital Transformation Alignment with CRM Objectives, Technological Adaptation and Innovation. Besides, some causal and intervening conditions, strategies and outcomes have also been found outlining how these elements interact. During the second phase, structural equation modeling (SEM) was employed for validating quantitatively the conceptual framework that had been developed in the previous qualitative phase. Convenience sampling was used to obtain a sample size of 117 employees responsible for CRM activities within the three UAE airline companies. SEM results supported grounded theory conclusions about strategy alignment, smooth integration of new technologies, and encouraging a customer-centric mindset to increase CRM effectiveness, among other topics. The results indicated good model fit thus provided empirical evidence for identified relationships between factors.