SeyyedAbdolHojjat MoghadasNian - Tarbiat Modares University
Maryam Moadab - Payame Noor University

The escalating complexity of customer expectations within the airlineindustry necessitates a strategic overhaul in how airlines manage theirCustomer Relationship Management (CRM) strategies. This paper delvesinto the transformative power of Key Performance Indicators (KPIs) inorchestrating effective CRM in the airline sector. Through a mixedmethodsresearch approach, encompassing both quantitative andqualitative analyses, this study scrutinizes the influence of specific CRMKPIs on enhancing customer engagement, satisfaction, loyalty, andfinancial outcomes. The findings illuminate the strategic significance ofadopting a data-driven, KPI-focused approach to CRM, highlighting thenecessity for airlines to integrate advanced analytics and emergingtechnologies such as AI and IoT to remain competitive. A balancedmanagement of customer-centric and financial KPIs, supported bytechnological innovation and a culture of agility and continuousimprovement, emerges as crucial for achieving operational excellence and۲sustained competitive advantage. This research contributes to thetheoretical and practical discourse on CRM in the airline industry, offeringactionable insights and a roadmap for airlines to navigate the complexitiesof modern customer relationship management. The implications of thisstudy extend beyond academic interest, providing a strategic frameworkfor airlines to enhance their CRM strategies, foster improved customerrelationships, and secure a competitive edge in the global market.

CRM, KPIs, Airline Industry, Customer Satisfaction, TechnologicalInnovation.