Service quality and customer satisfaction are very important concepts that companies must understand in order to remain competitive in business and hence grow and in the process of delivering quality service, technology plays a larger role. The purpose of this study was to explore the achievements, pinpoint the challenges and scrutinize the prospects of integrating Enterprise Resource Planning (ERP) & Customer Relationship Management (CRM) and analyze their impact on quality service delivery in Ethiopian Airlines. A structured questionnaire was designed, pretested, modified, and self-distributed to senior executives, employees and customers of the company to capture data. A total sample of 165 were taken as a respondent.
Out of these, 115 were employees of the company and 50 were customers who have made a flight with Ethiopian airlines on any route. Quantitative & qualitative techniques were selected to collect the data. Non-probability purposive sampling was used during the selection of the sample. The SPSS computer package was used to analyze the collected data. Feedbacks received from 84 employees and 45 customers were analyzed & the response rate was 73.1 and 90 percent respectively. The analysis of employee responses revealed that the integrated systems has improved various functions of different department in the company by acting as a catalyst to support the tactical planning processes, ensures the right number and kinds of people at the right place and right time, reduced the financial cycle closing time and improve the supply chain performance by adding value to the company.
In addition, since the integration, the company is enjoying the ultimate benefit of all-in-one system that can decrease errors, lower cycle times, reduces turnaround time, and support management decisions. The findings also indicated that delivering high quality service increase customer satisfaction, which in turn leads to high level of customer commitment and loyalty. Several challenges were also pointed out among which included lack of finance to update and maintain the systems, lack of expertise in IT to operate the systems, lack of training and development of staff on the systems. The study also assessed the perception of the customers about the quality of the service delivered by the Ethiopian Airlines by using five dimensions of the SERVQUAL model.
Table of Contents
Chapter One: Introduction
1.1. Background of the Study
1.2. Background of the Organization
1.3. Statement of the Problem
1.4. Research Questions
1.5. Objectives of the Study
1.5.1. General Objective
1.5.2. Specific Objectives
1.6. Significance of the Study
1.7. Scope of the Study
1.8. Organization of the Research
Chapter Two: Literature Review
2.1. Introduction
2.2. Enterprise Resource Planning (ERP)
2.2.1. Definitions of ERP
2.2.2. Historical Overview of ERP
2.2.3. ERP Modules
2.2.4. Benefits of ERP Implementation
2.3. Customer Relationship Management (CRM)
2.3.1. Concepts of CRM
2.3.2. Evolution of CRM
2.3.3. Types of CRM
2.3.4. Benefits of CRM Implementation
2.4. ERP and CRM Integration
2.4.1. Types of ERP and CRM Integration
2.4.2. Benefits of ERP and CRM Integration
2.4.3. Challenges of ERP and CRM Integration
2.5. Service Concept
2.5.1. Service Quality
2.5.2. Dimensions of Service Quality
2.5.3. Service Quality Models
2.5.4. Service Quality in Airline Industries
2.5.5. Role of ERP and CRM Integration in Quality Service Delivery
2.6. ERP and CRM Software Vendor Profiles
2.7. Conceptual Framework
Chapter Three: Research Methodology
3.1. Introduction
3.2. Research Design
3.3. Study Population
3.4. Sample Size and Sampling Technique
3.5. Sources of Data
3.5.1. Primary Data Source
3.5.2. Secondary Data Source
3.6. Data Collection Instruments
3.6.1. Primary Data Collection Instruments
3.6.1.1. Semi-structured Interview
3.6.1.2. Questionnaire
3.7. Procedures of Data Collection
3.8. Methods of Data Analysis
3.9. Ethical Considerations
3.10. Reliability and Validity
Chapter Four: Results and Discussions
4.1. Introduction
4.2. Data Analysis Based on Employees Response
4.2.1. Presentations of Respondent Profile (Employees)
4.2.2. Employees’ Responses on the Achievements of ERP Implementation
4.2.2.1. Employees’ Responses on ERP-Human Capital Management
4.2.2.2. Employees’ Responses on ERP-Supply & Logistics Management
4.2.2.3. Employees’ Response on ERP-Advanced Planning & Scheduling
4.2.2.4. Employees’ Responses on ERP-Finance and Controlling Module
4.2.2.5. Employees’ Responses on CRM System Implimentation
4.2.3. Employees’ Response on Challenges of Integrating ERP and CRM
4.3. Data Analysis Based on Customers Response
4.3.1. Presentations of Respondent Profile (Customers)
4.3.2. Customers’ Response on the Service Quality Dimensions
4.3.2.1. Customers’ Responses on Reliability Dimension
4.3.2.2. Customers’ Responses on Tangiblity Dimension
4.3.2.3. Customers’ Response on Empathy Dimension
4.3.2.4. Customers’ Responses on Assurance Dimension
4.3.2.5. Customers’ Responses on Responsiveness Dimension
4.4. Discussions
Chapter Five: Conclusion and Recommendations
5.1. Introduction
5.2. Conclusion
5.3. Recommendations
5.4. Policy Implication
Research Objectives and Focus
This study aims to explore the achievements, identify the challenges, and examine the prospects of integrating Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM) systems and to analyze their impact on quality service delivery within Ethiopian Airlines.
- The integration of ERP and CRM systems in the aviation service sector.
- Assessment of service quality dimensions using the SERVQUAL model.
- Identifying technological and managerial challenges in system implementation.
- Evaluating the impact of integrated information systems on customer satisfaction and employee performance.
- Proposing strategic solutions for maximizing the benefits of integrated software systems.
Excerpt from the Book
1.1. Background of the Study
Service quality is an attitude related to a particular service. It is the customer’s overall impression of the relative inferiority or superiority of the organization and its services (Lawrence, 2006). According to FDRE Service Delivery Policy (SDP), 2001, quality service delivery is a systematic arrangement of activities in service giving institutions with the aim of fulfilling the needs and expectations of service users and other stakeholders with the optimum use of resources. Rosen (2015) stated that service industries in developed countries have been continuously increasing and the world trade in services now approach 4.7 trillion dollar per year. According to Global security organization, the service sector accounts for 45% of gross domestic product of the Ethiopian economy (GSO, 2016).
The pressures for improved efficiency during the past decades on service sector organizations across the world accompanied by strong need to revolutionize service delivery process with aim of creating solutions that better meet citizens’ needs and transform their functions from closed, top-down, bureaucratic, and paper-based transactional models to integrated online systems that encourage a new kind of interaction between citizens and the organizations since delivering quality service has significant relationship with customer satisfaction (Boulding et al., 2005), customer retention (Grönroos, 1994), loyalty (Gulati and Oldroyd, 2005), costs (Wilson 2008), profitability (King,, 2008), service guarantees (Sheth, 2001) and growth of organization (Payne and Frow, 2005). To provide better quality service, institutions have to change their outdated working processes and need to become customer oriented.
Summary of Chapters
Chapter One: Introduction: This chapter establishes the foundation of the research, outlining the context of ERP and CRM integration within Ethiopian Airlines and defining the research objectives and questions.
Chapter Two: Literature Review: This chapter reviews existing theoretical frameworks regarding ERP, CRM, their integration, and service quality models like SERVQUAL to provide a conceptual basis for the study.
Chapter Three: Research Methodology: This chapter details the descriptive research design, population, sampling techniques, and data collection instruments (interviews and questionnaires) used to gather information.
Chapter Four: Results and Discussions: This chapter presents the empirical data collected from employees and customers, analyzing the achievements and challenges of the system integration based on the study variables.
Chapter Five: Conclusion and Recommendations: This chapter summarizes the study findings, offers actionable recommendations for Ethiopian Airlines management, and discusses policy implications for the future.
Keywords
Enterprise Resource Planning (ERP), Customer Relationship Management (CRM), Integration of ERP and CRM, Service Quality, Ethiopian Airlines, SERVQUAL, Information Technology, System Implementation, Customer Satisfaction, Operational Efficiency, Organizational Performance, Data Management, Business Process Automation.
Frequently Asked Questions
What is the core focus of this research?
The research focuses on the impact of integrating ERP and CRM systems on the quality of service delivery within Ethiopian Airlines.
Which academic discipline does this study cover?
The study falls under the field of Public Management and Policy, specifically examining technological integration in service organizations.
What is the primary objective?
The primary objective is to investigate the achievements, pinpoint the challenges, and scrutinize the future prospects of ERP and CRM system integration.
What methodology was applied?
The study utilized a descriptive research design, combining quantitative and qualitative techniques via structured questionnaires and semi-structured interviews.
What does the main body analyze?
The main body analyzes respondent data from employees and customers, evaluating system impacts on HR, supply chain, financial processes, and service quality dimensions.
Which keywords define this work?
Key terms include Enterprise Resource Planning, Customer Relationship Management, Service Quality, SERVQUAL, and Ethiopian Airlines.
How does the SERVQUAL model assist the research?
The SERVQUAL model is used to measure customer perception gaps regarding reliability, tangibles, responsiveness, assurance, and empathy in the airline's services.
What are the identified challenges for the airline?
Key challenges include inadequate staff training, insufficient financial support, poor ICT infrastructure, and resistance to change due to preference for traditional working methods.
What is the conclusion regarding system integration?
The study concludes that while integration provides significant efficiencies and benefits, the airline must address gaps in training and infrastructure to fully realize its potential.
Are there specific recommendations for management?
Yes, recommendations include revising IT policies, investing in comprehensive training programs, and fostering an organizational culture that views integration as a strategic vision rather than just an automation tool.
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- Markos Mulat (Autor:in), 2016, Integration of Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM) for Quality Service Delivery, München, GRIN Verlag, https://www.grin.com/document/383759
