One to one relations on the Internet -How can SAS establish a relationship that binds the business customers closer to the company by individualized interaction.

The industry Intensified airline competition Large strategic alliances Information Technology as a driving force

Scandinavian Airlines SAS Consortium national airlines of Denmark, Norway, Sweden in 1946 Distribution all over the world: Air-travels, hotels, cargo Frequent flyer program 1992

Background for thesis Restructuring of travel agent provision Identification of customer valuation Establish a platform for customer relation The Internet as communication channel - Who owns/controls the customer relation?

A theoretical framework Relationship marketing –Morgan, Hunt –Dick, Basu –Ravald, Grönroos –Peppers, Rogers Business development on the Internet –Moore –Armstrong, Hagel III

The thesis method Explorerende research design –Desktop analysis –Focus groups –In-depth interviews

The thesis analysis 1. Identifying a customer relation –Trust –Value –Loyalty –Satisfaction –Commitment

The thesis analysis (cont..) 2. The customer feedback loop –Detect customer defections –Identifying customer value period –MVC, STC & BZ –Mapping customer preferences

The thesis analysis (cont..) 3. An Internet approach –Est. user communities Transaction offerings Member content (GUI) –Untraditional segmentation –Market adoption

Expected conclusions Diversed user preferences People expect to be treated as individuals Enhanced products for Internet users “Increased product development”

Expected conclusions (cont..) A different segmentation approach Accurate tracking of CLC Increased focus on ROQ Increased customer focus ONE TO ONE on the Internet is AWSOME