Title: Enhancing customer loyalty in the airline industry: the role of E-CRM and customer experience at Middle East Airlines

Authors: Ali Kassir; Ahmad Ashaal; Ghada K.A. Ibrahim

Addresses: AviaPro Consulting, Beirut, Lebanon ' Department of Banking and Finance, School of Business, Lebanese International University, Beirut, Lebanon ' Faculty of Economics and Business Administration, Lebanese University, Tripoli, Lebanon

Abstract: Developing customer loyalty in the highly competitive airline industry today depends more on providing exceptional, personalised customer experiences than merely offering efficiency and affordability. This research examines the impact of electronic customer relationship management (E-CRM) on customer loyalty, with customer experience playing a role as a mediator, in the context of Middle East Airlines (MEA). Information gathered from 351 passengers underwent analysis with the use of SPSS. Findings show that customer loyalty is significantly affected by E-CRM dimensions like security, problem-solving, and customer orientation, while technology by itself does not have a significant impact. The results emphasise the importance of customer experience in linking E-CRM strategies and loyalty. This research contributes to the growing body of knowledge on digital transformation in the airline industry and offers actionable insights for enhancing customer retention strategies through robust E-CRM systems. The information is especially important for airlines operating in culturally diverse and highly competitive markets.

Keywords: electronic customer relationship management; E-CRM; customer loyalty; customer experience; airline industry; Middle East Airlines; MEA; digital customer management.

DOI: 10.1504/WRITR.2026.153585

World Review of Intermodal Transportation Research, 2026 Vol.12 No.3, pp.217 - 242

Received: 01 Feb 2025
Accepted: 12 Jun 2025
Published online: 18 May 2026 *

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