This report is a critical evaluation of AirAsia’s website. It consists of four sections. The first section deals with the analysis of AirAsia’s website (airasia.com) with respect to the implications of certain information systems.
The second section will contain information regarding the company’s online value proposition and revenue model. The Company’s electronic Customer Relationship Management (e-CRM) will be analysed in the third section. In the fourth section, some actions will be recommended to the company for strengthening the digital business strategy adopted by the company.
Table of Contents
1. Introduction
2. Company’s Website (airasia.com) Evaluation
3. Business Model of AirAsia
3.1. Production Innovation
3.1.1. Online Value Proposition
3.1.2. Target Customers
3.1.3. Capabilities
3.2. Infrastructure Management
3.2.1. Resources
3.2.2. Partner Network
3.2.3. Activity Configuration
3.3. Financials
3.3.1. Online Revenue Model
4. Electronic Customer Relationship Management (e-CRM)
4.1. Information Strategy
4.2. Distribution Channel
4.3. Trust & Loyalty
5. Recommendations
6. References
Objectives and Core Themes
This report aims to critically evaluate AirAsia's digital business presence by analyzing its website, online business model, and electronic customer relationship management (e-CRM) strategies. It investigates how these digital systems integrate to enhance operational efficiency, revenue management, and customer engagement.
- Analysis of information systems integrated with the AirAsia website.
- Evaluation of the company's online value proposition and revenue model.
- Assessment of e-CRM practices including information strategy and distribution channels.
- Identification of strategies for building and maintaining customer trust and loyalty.
- Provision of strategic recommendations for enhancing digital business performance.
Excerpt from the Book
2. Company’s Website (airasia.com) Evaluation
By reviewing company’s website (its screen shot is in the appendices section). One could say that company’s website is acted as company’s heart. Company’s website is like a myriad of information systems that permit company’s management to link its website with different types of information systems.
It has been found out that at operational level management, company’s website is linked with the information system known as Computer Reservation System (CRS). It has been observed that CRS is powered by Navitare Open Skies technology which permits company’s customers to book tickets and confirm their reservation on timely basis (Amadeus, 2014). Because of CRS, AirAsia managed to initiate first ticket less option and some other features (such as advanced boarding passes). Mainly CRS has been implemented for performing three functions outlined below:
• Facilitating online transaction with customers.
• Managing flight departure, flight schedules and flight fares.
• Issuing online boarding containing unique PNR number.
For the purpose of revenue management, AirAsia’s management has linked its website with Yield Management System (YMS). By using this system, AirAsia management used to take account of its operating cost which then assists them in optimising price and allocating capacity so that a company would maximise its projected sales (Voneche, 2005). It has been inclined that AirAsia’s YMS used to do optimisation at two levels (seat and route). Seat is regarded major opportunity for the maximisation of company’s revenue. It has been seen that seats for same/different routes are priced differently at different interval. Customers who would reserve ticket few days before the date of departure would have to pay more price than the customers who made reservations earlier. Second optimisation level is route which used to optimize price based on the demand of specified route(s). Therefore, effective method is to combine both of these levels together so that the company would permit its customers to effectively priced seat and route for all flights (Amadeus, 2014). Company’s YMS falls under the category of management information system which is instrumental for supporting AirAsia’s tactical level management.
Summary of Chapters
1. Introduction: Outlines the scope of the report, covering website analysis, business models, e-CRM, and recommendations.
2. Company’s Website (airasia.com) Evaluation: Examines the integration of various information systems like CRS, YMS, and ERP to support operational and management functions.
3. Business Model of AirAsia: Details the four major pillars of the company’s business model: product innovation, infrastructure, financials, and customer relationships.
4. Electronic Customer Relationship Management (e-CRM): Explores how data-driven strategies, distribution channels, and social media campaigns foster customer loyalty.
5. Recommendations: Proposes strategic improvements regarding personalization, mobile engagement, and service functionality to enhance competitiveness.
6. References: Provides a comprehensive list of sources and academic literature used in the evaluation.
Keywords
AirAsia, Digital Business, E-CRM, Information Systems, Yield Management, Online Value Proposition, Customer Loyalty, Computer Reservation System, Enterprise Resource Planning, Low Cost Carrier, Distribution Channel, Data Mining, Digital Strategy.
Frequently Asked Questions
What is the primary focus of this report?
This report provides a critical evaluation of AirAsia's website and its role in the company's broader digital business strategy.
Which business model aspects are analyzed?
The report examines production innovation, infrastructure management, financial models, and customer relationships.
What is the central research objective?
The main objective is to assess how information systems and e-CRM strategies contribute to AirAsia's success as a low-cost carrier.
Which scientific methods or frameworks are discussed?
The paper utilizes management information system frameworks, yield management theory, and e-CRM strategy analysis.
What does the main body of the document cover?
The main body evaluates technical website integrations, revenue models, and specific customer engagement strategies like social media and multi-channel services.
Which keywords best characterize this document?
Keywords include digital business, e-CRM, yield management, low-cost carrier, and information systems.
How does the Computer Reservation System (CRS) benefit AirAsia?
The CRS facilitates online transactions, manages flight schedules, and enables unique features like ticketless travel and advanced boarding passes.
What role does the Yield Management System (YMS) play in AirAsia's revenue?
The YMS optimizes pricing at both seat and route levels, helping the company manage operating costs and maximize sales.
What recommendations are made for mobile users?
The author recommends launching a dedicated Mobile Portal to increase customer awareness of new offerings and boost sales frequency.
- Arbeit zitieren
- Master of Science with Commendation in Finance and Business Management Junaid Javaid (Autor:in), 2015, Critical Evaluation of AirAsia's Website, München, GRIN Verlag, https://www.hausarbeiten.de/document/304669
