Teaching Notes: Continuous customer credo: a case of Flydubai, UAE

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...