British Airways’ advertising budget, though
large, is proportionately less than many of its
biggest competitors. The reason, says Sir
Colin Marshall, is the effectiveness of its database
marketing. BA tracks and records customers’
flying patterns, any complaints they
Customer care versus customer count
David Clutterbuck and Walter Goldsmith
Managing Service Quality
Volume 8 · Number 5 · 1998 · 327-338
Downloaded by BANGKOK UNIVERSITY At 00:27 27 November 2015 (PT)
might make, their lifestyles and what they
value from the service. It all helps the airline
focus improvements and build repeat custom.