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According to Amiruddin (2013), Air Asia’s customer service is still considered as low and unpleasing. Air Asia has expanded their electronic online booking system into different payment systems such as computer reservation system and billing and settlement plan channels rather than just using the direct sales channel. These systems have brought ease to the customers in their reservation process. However, Hassan (2015) has stated that Air Asia’s customers have been facing problems recently during the online booking process. Errors were kept popping up and customers could not reach the customer service hotline (Hassan, 2015). Thus, this service failure had lead Air Asia into undesirable consequences such as customer anger, dissatisfaction, complain intention and etc. (Hanum, 2018). The arising of the issues was due to the lacking of focus on the improvement of customer service by Air Asia. In order to maintain in a cost leadership position, Air Asia had been overlooked the quality of their customer service.

To overcome this problem, Air Asia might improve on their e-service facilities and web-based Customer Relationship Management. An IT professional crew may be recruited by Air Asia in order to superintend their e-commerce system and enhance the design of the web-based. This IT professional crew will be in charge of reviewing and examining on the Air Asia’s e-commerce system and then identifies the issues and seek out for solutions and recommendations for the particular issue faced. A user-friendly interface and fast website speed were considered as the determinants that facilitate the booking of air ticket and results in customer satisfaction, favorable airline image in consumer’s mind and improve the customer relationship management. Consequently, offering superior service might enable Air Asia in gaining a competitive advantage over its competitors and also attains loyalty customers (Kalaiarasan et al., 2015)

Furthermore, Air Asia may continue offering aggressive promotional campaigns or loyalty programs. Today, social media has become an integral part of our life and society and the popular use of social media are still upsurge continually. Thus, social media may act as a tool for Air Asia to enhance the recognition and awareness of the campaigns and programs in the public. Based on the past research studies, researchers have found that organizations that involve social media in their business claim that they have an increase in their profit while other companies have revealed that there is an increasing rate of their market exposure. Besides, Air Asia can introduce loyalty programs such as lifestyle memberships, a rewards program for frequent flyers, offering smart card which is compatible with the existing ticketless booking. These loyalty programs may help Air Asia in reducing the cost of capturing customers’ attention and increase the brand loyalty among the customers.

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