The future and significance of CRM for low cost operators of South Asia:
The increasingly competitive nature of the aviation industry from a global perspective in todays context has brought about the need to sustain profitability of ones venture in an environment that deems both competitive and economically demanding. Besides the emphasis on cost leadership and operational strategies, the requirements of managing customer relations addresses upon a new agenda of business strategy formation around this essential core element; customer value. With reference to successful “tried and tested” methods by major industry leaders in the globe today, the paper seeks to address the value of customer relations management as a major competitive strategy for low cost carriers such as Indigo Airlines within the southern regions of Asia.

RESEARCH PROPOSAL

Executive Summary
The emergence of low cost carriers within the southern regions of Asia have brought about major success and reshaped the aviation industry within these regions. Though recent success have come about with the exploration of mass segments and low cost structures, this innovative business model is bound to mature with the external markets and consumers. With focus on India and Indigo Airlines, the issue of differentiation in a relatively highly matured market with relatively lower international barriers to entry have brought about the need to explore alternatives which create customer value. Customer relations management schemes and the emphasis on providing supplementary services is a method worth considering and the paper seeks to explore alternative customer management facilities that addresses the issue of deriving customer loyalty. Though the fast follower approach may have been criticised as of late, benchmarking several supplementary services against international industry leaders within southern