Perception on E-CRM features for airline websites in Malaysia: some empirical evidence

• Main Authors: Ismail, Nor Alina, Hussin, Husnayati
• Format: Conference or Workshop Item
• Language: English
• Published: Institute for Strategic and Sustainable Accounting Development (ISSAD), School of Accountancy, Universiti Utara Malaysia, UUM Sintok, Kedah, Malaysia 2015
• Subjects: T Technology (General)
• Online Access: http://irep.iium.edu.my/57404/1/57404_Perception%20on%20E-CRM.pdf; http://irep.iium.edu.my/57404/; http://icoec.my/download/icoec_2015/05_ICoEC2015_Nor%20Alina%20Ismail.pdf
• Institution: Universiti Islam Antarabangsa Malaysia

Currently, customers increasingly choose the websites to search and purchase flight tickets. This paper attempts to investigate the website quality in terms of e-CRM features that support online transactions for the purchase of flight tickets in Malaysia. The focus is on the features that support pre-purchase, purchase and post-purchase activities of online transaction. Using a survey questionnaire method, a total of 508 responses were collected among those who have experience using Malaysia airlines websites to purchase e-flight tickets. Based on descriptive analysis, the findings revealed that the respondents were generally satisfied with the airline e-ticketing services offered by the top five Malaysia airlines. Related to e-CRM features, it was found that most online buyers generally found the e-CRM features supporting the pre-purchase, purchase and post-purchase as useful. Specifically, they perceived the websites features supporting their purchase activity are most satisfactory, compared to those supporting pre-purchase and post-purchase. This study is among a few that provides empirical evidence on this issue which Malaysia-based airline companies may use to provide better online customer services in the future.