Title: Factors affecting customer relationship digital transformation strategies in airline industry: a grounded theory approach

Authors: Parvaneh Assari

Addresses: Department of Communication and Art, Digital Media and Interaction Research Centre, University of Aveiro, Campus de Santiago, 3810-193, Aveiro, Portugal

Abstract: The purpose of this study is to examine the factors which influence digital transformation (DT) strategies in customer relationship management (CRM) focusing on airlines in UAE using three key airlines as statistical population. Applying grounded theory (GT), the first phase took a qualitative approach using a methodological framework adapted from Corbin and Strauss (1990). This involved 13 CRM experts with deep understanding of digitisation processes within the airline sector who were subjected to intensive interviews during this stage. The participants were chosen using the snowball sampling approach, with theoretical saturation based on all important topics and ideas being investigated during the interview process. The qualitative analysis showed that successful CRM digital transformations have two essential phenomena: strategic digital transformation alignment with CRM objectives, technological adaptation and innovation. Besides, some causal and intervening conditions, strategies and outcomes have also been found outlining how these elements interact.

Keywords: customer relationship; digital transformation; DT; airline industry; grounded theory.

DOI: 10.1504/IJMDM.2025.148352

International Journal of Management and Decision Making, 2025 Vol.24 No.5, pp.513 - 533

Received: 07 Sep 2024
Accepted: 26 Nov 2024
Published online: 02 Sep 2025 *

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