Case Study: Airline Competitive Advantage (PLG1)
The airline business has changed dramatically in the last decade, with several carriers
embracing technology improvements to gain a competitive advantage. Emirates is one such
airline that has used numerous information technologies to improve its operations and customer
service. In this case study, we will look at Emirates' customer service information system and
how it has helped the airline acquire a competitive advantage.
Emirates is a global airline headquartered in Dubai, United Arab Emirates. It is one of the
world's largest airlines, with over 3,600 flights each week to over 150 locations on six continents
(Hammoud et al., 2018)
. Emirates is well-known for its dedication to offering excellent customer
service, and the airline has received multiple honors for its in-flight facilities and overall
The Emirates Airlines system is a sophisticated software platform that handles the
airline's human resources, sales, marketing and customer service functions. It was developed in
2000 and has been continuously updated since then. Since then, it has expanded its use of
information systems to include human resources, sales, and marketing, customer service,
reservations, maintenance, and operations.
Emirates' Customer Service Information System (CSIS) is a web-based customer service
tool allowing customers to access information about their flight status and requests online.
Customers can also receive updates on baggage claims and other airport services via Twitter and
Facebook (Ceil 2019). The Emirates Customer Service Information System is the backbone of
Emirates' customer service operations. It allows a complete view of customer information and