The airline industry is a competitive market in which some airlines are profitable while others are not. During the late 1990s, most airlines were lucrative because fuel costs were relatively low and travel was at an all time high amongst flyers. Recently, the airline industry has taken a severe hit due to the increased rate of oil, the 9/11 attacks, and anti-traffic control system to name a few. However, Continental Airlines remains one of the largest airlines in the United States holding its rank in fourth place amongst other airline companies.
Initially, Continental Airlines was not highly regarded because of its information technology (IT) and organizational culture. Unlike other airline companies, Continental Airlines has taken extreme measures by adopting new strategies to overhaul its IT department altogether. The information systems Continental had in place was old and outdated because it did not provide information of its most valuable customers. The Transaction Processing Facility (TPF) was the old IBM mainframe system Continental’s IT team had during the late 1990s. The system was not designed for customer service.
In order for Continental to accomplish its goals, the IT team realized the need to replace its old mainframe. The IT team determined it needed to integrate into one system by consolidating the airline’s disparate customer management relationship (CRM) systems. As a result, Continental joined forces with Teradata to build an enterprise data warehouse comprised of 25 enterprise systems. The warehouses consist of “schedules, reservations, customer profiles and demographics, airline maintenance records and schedules, employee and crew payroll, and customer care” (Rainer & Turban, 2008, p.132).
Additionally, executives of Continental Airlines were able to develop the Customer Value Metric (CVM), which enables them to determine how much money customers spend with its airlines and the costs of flying the customer as well. The data warehouse is a repository of historical data that assist with business operations to include “data mining, decision support, and querying applications” (Rainer & Turban, 2008, p. 117). Many components make up the data warehouse such as business dimensions in which data is organized by customers, vendors, product, price level, and region.
The data in various databases are encoded differently and kept historically for many years. Once data enters the warehouse it is not updated. Databases use online transaction processing (OLTP), in which business transactions are processed online as they occur. Typically, data warehouses are designed to support decision makers by using online analytical processing (OLAP) for the analysis of mass data by end users. Data is stored in a multidimensional structure as well. All data in the data warehouse comes from Continental Airlines operational databases which can be relational databases as well.
These components enable users access to corporate data for analyzing. Special software such as extract, transform, and load (ETL) are used to process data to later store in a data warehouse. However, only a summary of data is transferred to the warehouse. This data is organized in a form that is easy for end users when accessing. The reason why Continental Airlines remains successful is due to their strategies for improving and enhancing quality customer service with many functions implemented by their IT team.
Continental Airlines main focus is increasing customer rewards and incentives of frequent flyers that are loyal customers, while gaining new customers that are profitable too. Continental Airlines contributes its success to the quality customer service and customer satisfaction it provides by expanding its routes and serving meals on every flight. Some airline companies have gone bankrupt while others simply choose not to improve their quality of customer service. As a result, customers have become irritated due to the lack of reasonable rates, delays, and strict rules of other airline companies.
In closing, information technology is essential for airline companies. Some airline companies may choose to stick with basic airline technology. However, an airline company can enhance its level of customer service and profitability based on the type of changes it needs to make. Executives of an airline company can look to its IT department to strategize ways to utilize information systems that best fits its goals, business practices, mission statement, customer service, and customer satisfaction.
Why Work with Us
Top Quality and Well-Researched Papers
We always make sure that writers follow all your instructions precisely. You can choose your academic level: high school, college/university or professional, and we will assign a writer who has a respective degree.
Professional and Experienced Academic Writers
We have a team of professional writers with experience in academic and business writing. Many are native speakers and able to perform any task for which you need help.
Free Unlimited Revisions
If you think we missed something, send your order for a free revision. You have 10 days to submit the order for review after you have received the final document. You can do this yourself after logging into your personal account or by contacting our support.
Prompt Delivery and 100% Money-Back-Guarantee
All papers are always delivered on time. In case we need more time to master your paper, we may contact you regarding the deadline extension. In case you cannot provide us with more time, a 100% refund is guaranteed.
Original & Confidential
We use several writing tools checks to ensure that all documents you receive are free from plagiarism. Our editors carefully review all quotations in the text. We also promise maximum confidentiality in all of our services.
24/7 Customer Support
Our support agents are available 24 hours a day 7 days a week and committed to providing you with the best customer experience. Get in touch whenever you need any assistance.
Try it now!
How it works?
Follow these simple steps to get your paper done
Place your order
Fill in the order form and provide all details of your assignment.
Proceed with the payment
Choose the payment system that suits you most.
Receive the final file
Once your paper is ready, we will email it to you.
No need to work on your paper at night. Sleep tight, we will cover your back. We offer all kinds of writing services.
No matter what kind of academic paper you need and how urgent you need it, you are welcome to choose your academic level and the type of your paper at an affordable price. We take care of all your paper needs and give a 24/7 customer care support system.
Admission Essays & Business Writing Help
An admission essay is an essay or other written statement by a candidate, often a potential student enrolling in a college, university, or graduate school. You can be rest assurred that through our service we will write the best admission essay for you.
Our academic writers and editors make the necessary changes to your paper so that it is polished. We also format your document by correctly quoting the sources and creating reference lists in the formats APA, Harvard, MLA, Chicago / Turabian.
If you think your paper could be improved, you can request a review. In this case, your paper will be checked by the writer or assigned to an editor. You can use this option as many times as you see fit. This is free because we want you to be completely satisfied with the service offered.