Information Systems Research Paper

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Running Head: MODULE 7 SUBMISSION

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MODULE 7 SUBMISSION

Module 7 Submission

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Abstract

Introduction

Technology is very dynamic today and the business organizations are dependent on technological advancements. Business environment is changing and with the fast-paced aviation industry, there is the need to implement very good information systems technologies to improve the efficiency of their operations, hence improving their competitive advantage. The system improves communication, operations management, decision-making and record-keeping, which is very important in improving the way things are done within the organization.

Decision Supporting System

The aviation industry is a very competitive industry and it requires a lot of data analysis in order to continue improve service provision. The aviation industry is a very vast industry with so many players. Being a service industry, it is important to ensure that all the travelers receive the best services. An improvement in the efficiency, effectiveness and quality of services provided to the customers is not very easy. It requires thorough market analysis. This is the reason decision supporting systems are required. According to Toda (1998), a decision system is a very useful system, which helps in the collection, and the analysis of necessary information, on which a decision will be based. Airline management is not easy and it requires good decision making in order to improve both the safety of the passengers, as well as the profitability of the business. According to Ivanov & Netjasov, (n.d.), decision support systems have been used widely in the aviation industry. However, there are so many inconsistencies in the way they are used. Essentially, all decision supporting systems are aimed at improving the quality of decision making, while reducing the required time for decision making. Improvement of decision making through the use of Decision Supporting Systems (DSS), within the aviation industry is important. The success, safety, profitability and sustainability of an aviation organization is dependent on the quality of decisions being made.

In aviation maintenance, Decision Supporting Systems have a very big role to play. According to Zhang, Zhao, Tan, Yu, & Hua (2011), the Decision Supporting System can be useful in real-time acquisition and processing of data, which is essential in improving the decisions made by the leadership in the aviation organization. Provision of the historical data is also very important in improving the quality of decision made within the organization. Provision of the basis of a technical decision would be essential.

Having a good system to support decisions is very crucial in helping the technical team in the identification of issues or fault diagnosis. Faults in the organization systems or any issues affecting the crafts can have detrimental results if they are not well managed. According to Zhang, Zhao, Tan, Yu & Hua, (2011), a good decision-making system is an important part of the aviation industry. Maintenance of aircrafts as well as the system of the organization is also dependent on the quality of decisions.

Decisions are aimed at looking at different pieces of information, comparing them and choosing the best. The optimum alternative is the best choice for any decision makers. Therefore, as stated by Toda (1998), all input data is aggregated and compared through the use of the decision support system. After comparison, the system helps the organization’s leadership to select the best alternatives to come up with the best solution for any issue facing the organization. Business decisions are also improved through the use of the decision supporting system.

The aviation industry is a very complex industry. It involves making very many and complex decisions to make the passengers receive the best service, comfort and safety while flying. These are not the only decisions being made in the aviation industry. Always, there is the need to make quality business decisions which will improve the operations within the industry. With that in mind, implementation of decision supporting systems in the organization will be important. The aviation organization operates in a highly complex environment. Within this industry, issues to be solved are many, and the tasks are varied in structure and there are many unstructured or semi-structured issues which need to be sorted out within a very short time (Ivanov & Netjasov, n.d.). This is one of the major reasons for the implementation of the system.

Cloud Computing

In cloud computing, an aviation organization can benefit a lot through the use of internet for the storage, management, and processing of data. This means that the organization does not require any local servers for the storage of their data (Mell & Grance, 2011). This is very important as it offers a lot of benefits such as the sharing of different software products which can help in market analysis. Also, less investment is required and this means that the company makes more revenue. Since its inception, cloud computing has been an important part of technology for almost all business organization in every industry. In the aviation industry, use of cloud computing is very important as it can help in improving the level of efficiency in the organization, as well as the company’s competitive advantage. There are various benefits of using cloud computing in the aviation organization. According to IBM (n.d.), cloud computing offers many benefits to different organization, including the provision of more flexibility, where the organization can upscale or downsize the system to suit the needs. With the future growth of the company, cloud computing offers great potential for the improvement of operations of the company as the system can be expanded (Armbrust, Fox, Griffith, Joseph, Katz, Konwinski & Zaharia, 2010).

Efficiency of the organization can always be improved through the implementation of the cloud computing system. The operation efficiency is improved through improved service provision of quality services to the passengers within organization in a very short time (Almorsy, Grundy, & Müller, 2016).

Cloud computing is advantageous to the organization through the provision of strategic value. Cloud computing provides innovative technology to improve how operations are carried out within the organization (IBM, n.d.).

The flexibility of cloud computing has been useful in providing scalability of the system, provision of storage options, control choices, tool selection and security features. Cloud Computing system vendors are very useful in providing a lot of security. This is because the cloud computing system providers or vendors always provide high level of security to the system. Through encryption, the system is very secure.

Cloud computing is very important in improving system’s efficiency is improved through better accessibility, improvement of marketing skills, improved data security, reduced need to purchase equipment as the organization can share equipment with others online, as well as paying for the equipment being used in the organization (IBM, n.d.).

The use of cloud computing is essential in streamlining work, improving regular updates, collaboration as well as improved competitive edge. With the implementation of the system, organization have the ability to be better than the competitors in terms of decision making as well as in the marketing of the services (Mell & Grance, 2011).

Cloud computing is cost effective as it is very important in eliminating the capital expenses required when new equipment has to be purchased. Also, speed of operations is improved, it provides better overall productivity, performance and reliability.

Cloud computing can provide the organization with various types of great products. For instance, cloud computing will provide Infrastructure-as-a-Service, Platform-as-a-Service as well as Software as a Service to the organization. This is useful in providing better and useful method of service provision to the passengers through more efficiency.

Customer Relationship Management

In an organization, customer relationship management (CRM) is very important in a business as it aims at improving the interactions of the organization with the customers. This is achieved through making sure that the customers are well understood, anticipating and managing the needs of the organization’s customers. Any organization has to understand the current as well as the potential customers (Soltani & Navimipour, 2016). The use of Customer Relationship Management (CRM) is composed of a comprehensive approach, through which the management of an organization’s management implements a seamless integration of the business areas touching on the customers, including marketing, sales, customer service, as well as field support through the use of technology. CRM has been very useful in the attraction of new customers and ensuring that they are retained. Organizations are moving away from the traditional marketing as it now focuses on retaining customers and acquiring new ones.

The current focus of CRM is to ensure that individualized customer relationships are created and maintained. Through this focus, the customer life-time value to the company is improved. The careful targeting of customers within the organization is essential in organizations. CRM also helps in creating value for the customers always, which will make the company better in the long run (Soltani & Navimipour, 2016). When customers get what they want from the company’s customer service, it will be difficult for the customers to try to find alternatives for the company. CRM is very important in improving the competitive advantage of the company. Corporate performance depends on building and retaining customers and building relationships.

Companies are currently working on ensuring that Customer Relationship Management is improved within the organization (Khodakarami & Chan, 2014). Building alliances is essential in an organization as the customers are the most important stakeholders of the organization. CRM has always been essential in organizations in that it provides customer-oriented services, taking customer needs into consideration. The use of CRM should involve carrying out market research in order to improve their satisfaction. Maximizing customer value requires using CRM to build a strong relationship between the organization with those customers who are most valuable.

Technology has always played an important role in improving CRM. Organizations all over the world, have used in the improvement of customer relationships. Databases, data mining as well as one-to-one marketing has been used in assisting increasing customer value and the overall profitability of the organizations. The CRM technologies have always been for keeping records and customer contact details (Kumar & Reinartz, 2018). The information in the CRM technologies are useful in targeting customers through personalized approach, offering them services to meet their specific needs. Also, it offers personalized communication in order to offer customers value.

Use of phone calls, emailing services, messages and WAP services have all contributed to CRM. Also, cookies have played an important role in improving the relationships of the customers, through better understanding. Call centers have been using CRM to improve the way customer information is stored within the organization. Having a system that stores, and can be used for the retrieval of the customer information can be important in improving efficiency and encouraging new customers to become part of the company. CRM has various benefits to the organization including cost benefits, improved customer satisfaction, ensuring that the organization focuses more on the customers, increasing number of customers, maximization of company opportunities, highlighting what should be changed as well as improving company sustainability (Kumar & Reinartz, 2018).

Search Engine Optimization

Search Engine Optimization, normally referred using the acronym SEO, has been a very useful technology within organizations. This has always worked for organizations through improving the traffic of companies. Search Engines can be defined as tools, which are internet-based, used for searching an index of a document (Cushman, 2018). This is done using a certain term, phrase, or text, which the user has specified. There are various examples of Search Engines including Google, Yahoo, mns, aol, ask Jeeves, and alta vista, among others. There are two types of Search Engine Optimization including On-page SEO, and Off-page SEO (Cushman, 2018).

On-page SEO is done on the website pages themselves. This involves designing websites which are SEO friendly. This can be done through the design of the website, the page layout, navigation, articles, keywords, description, and making sure that the articles are optimized.

On the other hand, off-page SEO depends on activities taking place off the website pages. The technique in the off-page SEO is to work on the back-linking options, ensuring that the websites are well connected and kept secure.

Through the use of SEO, organizations have been able to grow visibility through non-paid search engine results. In this technology, both the technical, as well as the creative part of development, play an important role in improving how the companies grow their visibility to their customers as well as their potential customers (Ledford, 2015). Good implementation of SEO has always been very important in improving the ranking of a website, driving the traffic of a company up and increasing a company’s awareness in the search engines.

Many aspects play a role in the implementation of SEO, including the choice of words or phrases used in the website or webpage, the web links, and the layout of the pages. Web developers should develop the websites in a manner to improve the Search Engines’ ability to understand (Baye, De los Santos & Wildenbeest, 2016). Through this site structure, search engines can improve an organization’s performance as the customers will be in a better position to view the organization through a simple search on the internet.

SEO plays a key role in improving the visibility of a website and this is the reason any organization’s website should be developed in a way aimed to support it. As many potential customers are able to gain access to an organization’s website through using the search engines, it is important to make the websites SEO friendly (Baye, De los Santos & Wildenbeest, 2016). While social media has been useful in creating some traffic for the organizations, search engines have always remained to be the at the top in driving up the traffic in an organization’s website, hence improving visibility, and ultimately making the company to be in a better position to perform better, through the attraction of new customers (Ledford, 2015).

SEO has been phenomenal in increasing the number of customers for a company. The benefits of ensuring SEO have been so many as the technology has always been used in improving business. Through the use of SEO, the development of websites for different organizations has been improved as they have become better, and user friendly. The technology has also been able to increase the number of customers for companies. Also, the conversion rates in the websites have been improved extra-ordinarily. Above all, companies or organizations which have applied SEO on their website design have been in a position to create more brand awareness, which is a bonus for companies, seeking to become better. Another benefit of SEO is creating competitive advantage for the companies using it because this will be useful in making sure that even new customers or even potential customers can see the company’s website among the top searches.

Electronic Records Management

Conclusion

Decision making is important for every organization and it is even more important in the aviation industry. Quality decisions are helpful in improving the operations within the organization and therefore it is important to implement a Decision Support System (Zhang, Zhao, Tan, Yu & Hua, 2011). Also, use of cloud computing can be very useful to the organization through better efficiency, lower cost and improved security (Armbrust, Fox, Griffith, Joseph, Katz, Konwinski & Zaharia, 2010). Additionally, the use of customer relationship management (CRM) and Search Engine Optimization (SEO), have been very important. These can help an organization within the aviation industry because they improve efficiency in customer service, saving the customers’ time, which is a valuable resource for the customers.

References

Almorsy, M., Grundy, J., & Müller, I. (2016). An analysis of the cloud computing security problem. arXiv preprint arXiv:1609.01107.

Armbrust, M., Fox, A., Griffith, R., Joseph, A. D., Katz, R., Konwinski, A., ... & Zaharia, M. (2010). A view of cloud computing. Communications of the ACM, 53(4), 50-58.

Baye, M. R., De los Santos, B., & Wildenbeest, M. R. (2016). Search engine optimization: what drives organic traffic to retail sites?. Journal of Economics & Management Strategy, 25(1), 6-31.

Cushman, M. (2018). Search engine optimization: What is it and why should we care?. Research and Practice in Thrombosis and Haemostasis, 2(2), 180-181.

IBM (n.d.). Benefits of cloud computing. Retrieved from https://www.ibm.com/cloud/learn/benefits-of-cloud-computing

Ivanov, N., & Netjasov, F. (n.d.). REVIEW OF DECISION SUPPORT SYSTEMS IN AIR TRANSPORT SYSTEM.

Khodakarami, F., & Chan, Y. E. (2014). Exploring the role of customer relationship management (CRM) systems in customer knowledge creation. Information & Management, 51(1), 27-42.

Kumar, V., & Reinartz, W. (2018). Customer relationship management: Concept, strategy, and tools. Springer.

Ledford, J. L. (2015). Search engine optimization bible (Vol. 584). John Wiley & Sons.

Mell, P., & Grance, T. (2011). The NIST definition of cloud computing.

Soltani, Z., & Navimipour, N. J. (2016). Customer relationship management mechanisms: A systematic review of the state of the art literature and recommendations for future research. Computers in Human Behavior, 61, 667-688.

Toda, M. (1998). U.S. Patent No. 5,742,776. Washington, DC: U.S. Patent and Trademark Office.

Zhang, P., Zhao, S. W., Tan, B., Yu, L. M., & Hua, K. Q. (2011). Applications of Decision Support System in Aviation Maintenance. In Efficient Decision Support Systems-Practice and Challenges in Multidisciplinary Domains.