Marketing research Paper Example | Topics and Well Written Essays - 8500 words

Marketing - Research Paper ExampleThe new system created a good selective information warehousing and node data-analysis systems. The new system resulted in the a 300% increase in returns on investment between 1998 and 2000 (Gamble et al, 2010). Through the system, chinaware Pacific got information to support decision making. This resulted in the integration of data, more personalized service and improved target marketing. The Airline also introduced the Marco Polo Club in 1995 which is a brand loyalty programme meant to reward customers and countenance them to get any(prenominal) kind of compensation to stick to the Cathay Pacific (Horner & Swarbrooke, 2012). Marco Polo Club is a part of One-World Alliance. The Marco Polo Club has four familyes, Green, Silver, cash and Diamond. Each class has its own benefits. Amongst the many benefits include the fact that Silver members can pay the rate of the economy class and check in at the business class. Gold members on the business cl ass can check into One World Alliance Executive lounges in Airports around the world. Diamond members can have some excess luggage when they travel in the business class. (Horner and Swarbrooke, 2012). This programme has worked successfully for Cathay Pacific for all these years. Research Question Questions Cathay Pacific is shortly a very profitable business venture. It is successful in many different areas and parts of Asia and the Pacific region. The Airline continues to attract more customers and it remains private-enterprise(a) ahead of other regional players like Emirates and other players from different parts of the Southern continent world. This research would seek to examine some alpha elements and important components of the success of Cathay Pacific. This research would set off to ask what customer relations management system does Cathay Pacific use? What is the role of the customer information system in promoting customer relations in the Airline? What is the system of operation of the One-World Alliance and Marco Polo Club? What do customers say about these loyalty programmes and systems of Cathay Pacific? Research Aims and Objectives The aim of the research is to examine the effectiveness of the customer relations management systems of Cathay Pacific in the promoting corporate get word and enhancing customer loyalty. In doing this, the following objectives would be assessed 1. A critical examination of the customer relations management (CRM) system of Cathay Pacific. 2. An assessment of the effectiveness of the Cathay Pacific loyalty programmes. 3. Effects of customer loyalty programmes of Cathay Pacific on customer loyalty and corporate image. 4. Examination of the impact of customer descent management on Cathay Pacific. Research Method The research methodology is the approach that is used to enquire into a given matter to hold the objectives of a given research (Saunders et al, 2009). The research methodology refers to the various activiti es that are carried out in order to attain the aim of a research. In order to attain the research results, there would be four distinctive phases that would be carried out to complete the study. The research would involve the collection of data, analysis of the data and conclusion. Data line of battle Data would involve information collected from primary and secondary sources. This data would be collected in correspondence with the four objectives. In the first phase, data would be collected from secondary sources. This would involve inf