ABSTRACT
As stated earlier one of the major forces affecting the business world is the degree to which customers are influencing or even dictating new business practices, essentially taking control from suppliers. 1 It is no surprise that leading companies are analyzing their markets to identify the most valuable customers as well as the appropriate strategies to use in developing relationships with these customers. For financial institutions and telecommunication companies such strategies have included developing a one-to-one relationship with customers through the use of market segmentation and customer relationship management (CRM). This chapter addresses both of these strategies and their application to the airline industry.
