Factors affecting customer relationship digital transformation strategies in airline industry: a grounded theory approach

Parvaneh Assari

International Journal of Management and Decision Making, 2025, vol. 24, issue 5, 513-533

Abstract: 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. Applying grounded theory (GT), the first phase took a qualitative approach using a methodological framework adapted from Corbin and Strauss (1990). This involved 13 CRM experts with deep understanding of digitisation 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: 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.

Keywords: customer relationship; digital transformation; DT; airline industry; grounded theory. (search for similar items in EconPapers)
Date: 2025
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