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: 2015
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/17519/1/05_ICoEC2015%201-8.pdf; http://repo.uum.edu.my/17519/; http://icoec.my/index.php/proceedings/5-icoec-2015-proceedings/88-perception-on-e-crm-features-for-airline-websites-in-malaysia-some-empirical-evidence
• Institution: Universiti Utara 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.