Loyalty Management in the Airline Industry
- Art: Bachelorarbeit
- Autor: Ben Beiske
- Abgabedatum: Mai 2002
- Umfang: 114 Seiten
- Dateigröße: 2,5 MB
- Note: 1,3
- Institution / Hochschule: Middlesex University Großbritannien
- ISBN (eBook): 978-3-8324-5464-7
-
ISBN (Paperback) :
978-3-8324-5464-7 P - ISBN (CD) :978-3-8324-5464-7 CD
- Sprache: Englisch
- Prämierung:
- Arbeit zitieren: Beiske, Ben Mai 2002: Loyalty Management in the Airline Industry, Hamburg: Diplomica Verlag
- Schlagworte: Kundenbindung, Loyalität, Fluggesellschaften, Vielfliegerprogramme, Beschwerdemanagement
In den Warenkorb
48,00 €
Bachelorarbeit von Ben Beiske
Abstract:
This report will demonstrate the importance of Loyalty Management in the competitive environment of the airline industry and will show that a successful approach to Loyalty Management consists of three different, interlinked aspects. These three ‘pillars’ are Customer Service, Frequent Flyer Programs, and Complaint Management; their interdependence will be analysed in depth, with special attention given to the perceived importance of Frequent Flyer Programs.
Findings from a detailed literature review and a survey show that customers do indeed perceive these issues as vital with regards to their loyalty towards a particular airline. It was found that Customer Service can be regarded as the foundation for Loyalty Management; it can help an airline to gain competitive advantage by setting it apart from its competitors. Frequent Flyer Programs, if implemented and run properly, can provide the customer with added value. As such, they compliment Customer Service and can help to increase overall loyalty. Additionally, Complaint Management was found to be gaining importance among airlines. The number of complaints was shown to be rising gradually, stressing the growing significance of efficient Complaint Management and its strong after-effect on customer loyalty.
Table of Contents:
| 1. | INTRODUCTION | 6 |
| 1.1 | AIM AND OBJECTIVES OF THE REPORT | 7 |
| 1.2 | TERMINOLOGY | 9 |
| 1.3 | BACKGROUND INFORMATION: LOYALTY MANAGEMENT | 9 |
| 1.3.1 | DEFINITIONS | 9 |
| 1.3.2 | TRADITIONAL MARKETING AND LOYALTY MANAGEMENT | 10 |
| 1.3.3 | IMPORTANCE OF LOYALTY MANAGEMENT | 12 |
| 1.4 | CHARACTERISTICS OF THE AIRLINE MARKET | 13 |
| 1.4.1 | AIRLINE INDUSTRY ANALYSIS - STEEPLE | 13 |
| 1.4.1.1 | Social | 13 |
| 1.4.1.2 | Technological | 14 |
| 1.4.1.3 | Economical | 14 |
| 1.4.1.4 | Environmental | 14 |
| 1.4.1.5 | Political | 15 |
| 1.4.1.6 | Legal | 15 |
| 1.4.1.7 | Ethical | 15 |
| 1.4.2 | CONSOLIDATION IN PRACTICE: BRITISH AIRWAYS | 16 |
| 1.4.2.1 | British Airways and KLM | 16 |
| 1.4.2.2 | British Airways and American Airlines | 18 |
| 1.4.3 | THE CURRENT AIRLINE SITUATION | 19 |
| 2. | LITERATURE REVIEW | 22 |
| 2.1 | CUSTOMER SERVICE | 22 |
| 2.1.1 | BACKGROUND INFORMATION | 23 |
| 2.1.1.1 | Singapore Airlines | 23 |
| 2.1.2 | REVELATION OF DISSATISFACTION | 24 |
| 2.1.3 | EMPLOYEES | 25 |
| 2.1.4 | COMMUNICATION | 25 |
| 2.1.5 | THE CUSTOMER | 26 |
| 2.1.5.1 | Customer Requirements | 26 |
| 2.1.6 | SERVICE QUALITY | 27 |
| 2.1.6.1 | Quality and Retaining Customers | 28 |
| 2.1.7 | ORIENTATION OF COMPANY | 29 |
| 2.1.8 | CONCLUSION CUSTOMER SERVICE | 29 |
| 2.2 | FREQUENT FLYER PROGRAMS | 31 |
| 2.2.1 | BACKGROUND INFORMATION | 31 |
| 2.2.1.1 | Statistics Frequent Flyer Programs | 32 |
| 2.2.2 | CRITICAL SUCCESS FACTORS FFPS | 34 |
| 2.2.2.1 | General Considerations | 34 |
| 2.2.2.2 | Whom to Target: Share of Customer | 35 |
| 2.2.2.3 | Program Structure | 37 |
| 2.2.3 | HARMONISATION BETWEEN FREQUENT FLYER PROGRAMS | 39 |
| 2.2.4 | CONCLUSION FREQUENT FLYER PROGRAMS | 39 |
| 2.3 | COMPLAINT MANAGEMENT | 41 |
| 2.3.1 | BACKGROUND INFORMATION | 41 |
| 2.3.2 | COMPUTER-AIDED COMPLAINT MANAGEMENT | 42 |
| 2.3.3 | HELP FROM THE INTERNET | 43 |
| 2.3.4 | STATISTICS COMPLAINT HANDLING | 43 |
| 2.3.5 | COMPENSATION | 45 |
| 2.3.6 | CONCLUSION COMPLAINT MANAGEMENT | 46 |
| 2.4 | CHAPTER CONCLUSION | 46 |
| 3. | METHODOLOGY | 47 |
| 3.1 | SECONDARY RESEARCH | 47 |
| 3.1.1 | LIBRARIES | 47 |
| 3.1.1.1 | Local Libraries | 47 |
| 3.1.1.2 | Interlibrary Loan | 47 |
| 3.1.1.3 | UK Libraries Plus | 48 |
| 3.1.1.4 | British Library | 48 |
| 3.1.1.5 | Online Catalogues | 48 |
| 3.1.2 | ELECTRONIC DATABASES | 49 |
| 3.1.3 | NEWSPAPERS AND PERIODICALS | 50 |
| 3.1.4 | INTERNET | 50 |
| 3.1.5 | SEARCH TERMS LITERATURE REVIEW | 51 |
| 3.2 | METHODOLOGY - PRIMARY RESEARCH | 52 |
| 3.2.1 | DIARIES AND OBSERVATIONS | 52 |
| 3.2.2 | EXPERT INTERVIEWS | 53 |
| 3.3 | QUESTIONNAIRE | 53 |
| 3.3.1 | PURPOSE OF QUESTIONNAIRE | 53 |
| 3.3.2 | QUESTIONNAIRE DESIGN | 54 |
| 3.4 | CHAPTER CONCLUSION | 57 |
| 4. | FINDINGS AND INTERPRETATION | 58 |
| 4.1 | DISTRIBUTION AND RESPONSE RATE | 58 |
| 4.2 | DEMOGRAPHICS OF RESPONDENTS | 59 |
| 4.3 | QUESTION ONE - NUMBER OF FLIGHTS IN LAST TWELVE MONTHS | 60 |
| 4.4 | QUESTION TWO - FACTORS INFLUENCING PURCHASE DECISIONS | 61 |
| 4.5 | QUESTION THREE - LOYALTY TO FAVOURITE AIRLINE | 62 |
| 4.6 | QUESTION FOUR - MAIN REASON FOR LOYALTY TO FAVOURITEAIRLINE | 63 |
| 4.7 | QUESTION FIVE - FREQUENT FLYER PROGRAM PARTICIPATION | 64 |
| 4.8 | QUESTION SIX - MAIN REASON FOR PARTICIPATION IN FFP | 66 |
| 4.9 | QUESTION SEVEN - COMMUNICATION WITH FFP | 67 |
| 4.10 | QUESTION EIGHT - MEASURE OF USEFULNESS OF FFP | 68 |
| 4.11 | QUESTION NINE - INFLUENCE OF FFP ON AIRLINE CHOICE | 69 |
| 4.12 | QUESTION TEN - PERCEPTION OF CUSTOMER SERVICE | 70 |
| 4.13 | QUESTION ELEVEN - PERCEPTION OF OVERALL QUALITY | 71 |
| 4.14 | QUESTION TWELVE - IMPORTANCE OF FLIGHT TIMES ANDROUTINGS | 72 |
| 4.15 | QUESTION THIRTEEN - ATTITUDE TOWARDS LODGINGCOMPLAINTS | 73 |
| 4.16 | QUESTION FOURTEEN - SATISFACTION WITH RESOLVEDCOMPLAINTS | 74 |
| 4.17 | QUESTION FIFTEEN - COMPLAINT RESOLUTION AND INFLUENCEON LOYALTY | 75 |
| 4.18 | QUESTION SIXTEEN - COMPLAINT RESOLUTION AND FUTUREBEHAVIOUR | 76 |
| 4.19 | CHAPTER CONCLUSION | 77 |
| 5. | CONCLUSION | 79 |
| 5.1 | CONCLUSION OF CHAPTER FINDINGS | 79 |
| 5.2 | CONCLUSION AIM AND OBJECTIVES | 81 |
| 5.3 | OVERALL CONCLUSION | 83 |
| GLOSSARY OF TERMS | 85 | |
| LIST OF REFERENCES | 87 | |
| APPENDICES | 92 | |
| APPENDIX I: | COMPARISON OF AIRLINE KEY FIGURES 2001 | 92 |
| APPENDIX II: | FREQUENT FLYER DEVELOPMENT TIMELINE | 93 |
| APPENDIX III: | FREQUENT FLYER PROGRAMS IN NUMBERS | 103 |
| APPENDIX IV: | COPY OF QUESTIONNAIRE | 106 |
In den Warenkorb
48,00 €
Link zur Arbeit:
http://www.diplom.de/ean/9783832454647
Arbeit zitieren:
Beiske, Ben Mai 2002: Loyalty Management in the Airline Industry, Hamburg: Diplomica Verlag
Schlagworte:
Kundenbindung, Loyalität, Fluggesellschaften, Vielfliegerprogramme, Beschwerdemanagement
Entdecken Sie mehr zum Thema
