The purpose of this case study was to explore the trends of continuous customer credo at Flydubai. This case research has identified the positive results of customer credo. The case has also identified the increase in customer loyalty in 2021, 2022 and 2023. The method was descriptive and the data for this case study was collected through published sources, company website, personal visits to some offices of the company and author’s experience on the topic. The one-on-one interviews with some employees and customers helped to collect the relevant information on company’s business, strategy and customer satisfaction. The case revealed that customer loyalty was increased that earned a good reputation for the company. The case has identified the CEO’s strategic leadership that solved the dilemma and moved the company to successful direction. The case has evaluated the strategic leadership to maintain customer credo. The recommended teaching strategies that were illustrated in the case might have a greater impact on students’ learning and also developing instructors’ case teaching skills.
Dubai Aviation Corporation, operator of the airline Flydubai, was a state-owned airline company operating among the three superliners (Emirates Airline, Etihad Airways and Air Arabia) in the United Arab Emirates (UAE). Dubai was the hub of expatriates and it was common for people to fly back to their home country and then return for work and other events. To do so, they needed additional airlines in the UAE that could cater to the needs of these expatriates. While larger airlines like Emirates Airline and Etihad Airways were already serving popular destinations for many years, but not to some local and less popular destinations in some countries. It was common for passengers to fly to a country’s capital that was served by popular airlines and then take smaller flights to reach their homes and other regional areas. Though a large niche market existed to deliver expatriates directly to regional and less popular areas, it was a market underserved by superliners. Flydubai wanted to take off to such destinations and provide appropriate and convenient services. Flydubai’s chief executive officer, Ghaith Al Ghaith wanted to solve a management dilemma to build and maintain customer credo that was the term typically referred as the customer faith or loyalty to company’s product or service. The CEO wanted to focus on adopting the methods to know customers, the employees and the capability of the company.
The usage of this case is suitable for strategic management, leadership and strategic marketing with special focus on customer satisfaction. The case contents are suitable for use in undergraduate and postgraduate level programs. The case is also well fit for executive management and marketing training sessions. The usage is also suitable for case training workshop on developing brief cases with detailed teaching notes.
