Author(s)

Xinze Yu

Corresponding Author

Xinze Yu

Abstract

With the increasing competition in the civil aviation industry, airlines pay more and more attention to how to build a positive customer relationship and improve customer satisfaction and loyalty. Based on humanistic psychology, this paper deeply studies the effective strategies and practices of applying humanistic psychology in civil aviation customer relationship management (CRM). The research covers the concern of individual experience, the establishment of positive interpersonal relationships, respect for individual differences and positive response to customer feedback. First of all, paying attention to individual experience is the cornerstone of improving customer satisfaction. Secondly, establishing positive interpersonal relationships has become the core of enhancing customer loyalty. Respecting individual differences is the key to personalized customer relationship. Finally, actively responding to customer feedback has become a necessary means to improve service quality. In practice, airlines should apply the principles of humanistic psychology more widely, and integrate the concepts of paying attention to individual experience, establishing positive interpersonal relationships, respecting individual differences and responding to customer feedback into all aspects of CRM, thus laying the foundation for improving the overall service level and creating a more humanized and warm customer experience.

Keywords

customer relationship management; humanistic psychology; civil aviation