Enhancing Customer Loyalty in the Airline Industry: The Role of E-CRM and Customer Experience at Middle East Airlines

AviaPro is pleased to share the release of doctor Ali Kassir, Manager – Sales Middle East, North and East Africa, latest research paper, “Enhancing Customer Loyalty in the Airline Industry: The Role of E-CRM and Customer Experience at Middle East Airlines,” published during December 2025 in the World Review of Intermodal Transportation Research.

Developed in collaboration with esteemed academic colleagues, this study provides timely insights into how airlines can strengthen loyalty in an increasingly digital aviation landscape.

Purpose of the Study

The research examines how electronic customer relationship management (E-CRM) strategies influence passenger loyalty — and whether technology alone is sufficient, or if customer experience serves as the critical link between digital systems and long-term retention.

The study evaluates four core E-CRM dimensions:

• Security
• Problem-solving
• Customer orientation
• Technology

Study Objectives

The paper aims to:

• Assess the direct impact of E-CRM on customer loyalty
• Determine whether customer experience mediates the relationship between E-CRM and loyalty
• Identify the E-CRM dimensions that create tangible value for passengers
• Provide airlines with data-backed guidance for more effective retention strategies

Key Findings

The results underscore several critical dynamics shaping digital loyalty in the airline sector:

• Security, problem-solving, and customer orientation significantly enhance loyalty
• Technology, on its own, does not drive loyalty unless it is intuitive, user-friendly, and aligned with passenger expectations
• Customer experience emerges as the essential conduit through which E-CRM converts into loyalty

Industry Implications

These findings highlight the need for airlines to shift from a technology-first mindset to an experience-first approach.

To cultivate meaningful loyalty, airlines should prioritize:

• Robust data security and privacy
• Rapid, effective problem resolution through digital channels
• Personalized, context-aware communication and service delivery
• End-to-end experience mapping across the travel journey

Contribution to the Aviation Sector

This study offers several key contributions:

• A validated model airlines can apply directly
• Evidence that E-CRM is a strategic investment, not merely a digital tool
• Insights aligned with global digital transformation trends
• A clearer understanding of what passengers truly value in digital interactions

Read the full paper on Inderscience Publishers

 

About the Author

Dr. Ali Kassir is a Senior Consultant at AviaPro, bringing clients two decades of expertise in Airline Systems. His specialized expertise in the aviation consulting industry covers project management, inventory distribution, helpdesk operations, data protection, and compliance.
Holding a PhD in Business Administration from the Université d'Angers, in France, Dr. Kassir also works as an academic in the field of commercial aviation. A prolific contributor to industry publications, he researches and shares valuable insights and recommendations, influencing key stakeholders in the ever-evolving aviation sector.
At AviaPro, Dr. Kassir spearheads critical airline and airport projects, overseeing training programs, New Distribution Capability (NDC) implementation, and commercial technical systems management. His high-level mastery of Amadeus systems and comprehensive knowledge in General Data Protection Regulation (GDPR) compliance are instrumental in shaping the strategic framework of the projects he leads.