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Cathay Pacificways Limited Case Study

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Cathay Pacific Airways Limited (CX) was established in 1946 and deeply committed to its home base in Hong Kong. CX was continued to carry out substantial investments to develop Hong Kong’s aviation industry and enhance Hong Kong’s position as a regional airline hub. In addition to foreign investment scope also includes airline catering, ground handling service companies and aircraft maintenance, as well as the Hong Kong International Airport in corporate headquarters. CX is based in Hong Kong and international airlines registered in Hong Kong, provides scheduled passenger and cargo services to more than 110 destinations worldwide. In Hong Kong , CX have over 20,000 employees and it’s two major shareholders Swire Pacific Limited and Air China. CX listed on The Hong Kong Stock Exchange, such as CX itself. Cathay Pacific is also a founding member of the one world global airline alliance, combined network services more than 700 destinations worldwide. …show more content…

CX have developed include Asia Mile loyalty programme, tested and implemented some form of customer loyalty-building strategy. In the efforts establish the same fundamental desire. It was based on the desire to keep customers longer relationship, thus increasing the overall sales profits and brand image. In this research it will look at the factors best related with success in customer loyalty of Cathay Pacific Airways Limited (CX) - the brand image, the Asia Miles loyalty programme, service quality and customer satisfaction. In the services airline industry, the customer loyalty is very important to develop and maintenance of company competitive advantages. The economic advantages were want to retain loyalty customer rather than to recruit new ones because retaining a customer the cost lower than recruiting new one. The consciousness of customer loyalty has increased the attention of industry researchers towards its studies (Ndubisi,

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