Integrating Supply Chain and Customer Relationship Management Capabilities for Operational Excellence in Nigerian Airline Logistics

Document Type : Research Paper

Authors

1 Department of Logistics and Supply Chain Management, Federal University of Technology, Owerri, Nigeria

2 Department of Aviation Business, Africa Aviation and Aerospace University, Abuja, Nigeria.

Abstract

Objective: This study examines how the integration of supply chain capabilities and customer relationship management (CRM) contributes to operational excellence in Nigerian airline logistics, using Air Peace as an empirical case. It seeks to identify the underlying dimensions of CRM and supply chain integration (SCI) and to explain how their convergence enhances responsiveness, service quality, and competitive positioning in a developing economy context.
Methods: A quantitative case-study design was adopted. Primary data were collected through a structured questionnaire administered to 200 airline staff and customers at Lagos and Abuja airports.  Reliability was assessed with Cronbach’s alpha, while sampling adequacy and factorability were confirmed using the Kaiser-Meyer-Olkin measure and Bartlett’s test of sphericity. Principal Component Analysis (PCA) with varimax rotation was employed to extract latent dimensions of CRM and SCI.
Results: The analysis identified four dominant CRM dimensions: proactive customer engagement, digital booking and communication, real-time information transparency, and electronic complaint resolution. In parallel, twelve distinct supply chain orientation components emerged, covering logistics strategy, operations management practices, customer need discovery, competitor intelligence, and information dissemination. The findings indicate that closer SCI-CRM alignment improves visibility, agility, and service personalization, thereby strengthening operational performance and competitive advantage.
Conclusion: The study provides empirical evidence that integrating supply chain and CRM capabilities is critical for achieving operational excellence in Nigerian airline logistics. It highlights the importance of digital enablers, organizational alignment, and strategic partnerships in overcoming infrastructural and coordination challenges. The findings contribute to airline logistics literature and offer actionable insights for managers and policymakers seeking to foster customer-centric, resilient, and digitally enabled airline operations.

Keywords

References

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Journal of Optimization and Supply Chain Management
Volume 2, Issue 3
September 2025
Pages 161-181

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