A Business Research Proposal of British Airways

A Business of British Airways - Research Proposal Example The role of social media is very critical in today’s market, as business are desperate of attracting new customers and retaining the new ones as there is intensified competition in the market share of the customers (Kaplan & Haenlein 2010, 63). The airline industry is one of the most competitive markets in the service sector. Major airline operators in the industry are fighting to not only understand the needs of their customers but also in tracking their level of satisfaction with their services (Prokesch 1995, 109). As a result, the utilization of modern social technologies in reaching the customers has become a fundamental practice to enhance competitiveness among key players in the industry. A key player in the airline industry in the United Kingdom is the British Airways that owns about 47 per cent of UK airline market share (Mills 2003, 17). The purpose of the research study is focusing on the role of the social media on the British Airway Company as part of the company’s Customer Relationship Management strategy (CRM). As a result of the low differentiation of the services offered in the industry, the airline industry has become one of the markets under stiff competition in the service sector. As a result, major firms operating in the sector are adopting devise innovative strategies to improve their relationship with their customers through the Customer Relationship Management systems (Belobaba et al. 2009, par 1). The social media has developed to be one of the most effective and convenient platforms due to its popularity where customers are engaged, and communication is also enhanced. CRM has been related to understanding the needs of the customers and addressing them in a timely manner thus social media plays a key role  in enhancing effective CRM (Verhoef 2003, 33). In regards to the to the intensified competition in the