Customer relationship management resources and practices and customer voluntary behaviour: the evidence of passengers at Taiwan's international airport

Abstract

As the international airlines have emerged into a competitive market, many airlines have turned to customer relationship management (CRM). Furthermore, airline companies also make use of customer data management to provide them and acquire greater insights into their customer demands. This research analyses CRM resources of companies including customer data management, relational selling behaviour, cultural compatibility, and absorptive capacity to CRM practices such as transparency and customisation and customer voluntary behaviour. We choose the passengers of international airlines at Taoyuan International Airport in Taiwan as the sample in this survey. Results show that there are positive relationships on the given hypotheses that various CRM resources directly affect the activities of companies and enhance customers' voluntary behaviour for companies. Our findings can provide the airline organisations to extend these resources of companies and develop their services that can meet the passengers' expectations.