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Published byMilton Stafford Modified over 8 years ago
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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.
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The industry Intensified airline competition Large strategic alliances Information Technology as a driving force
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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
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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?
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A theoretical framework Relationship marketing –Morgan, Hunt –Dick, Basu –Ravald, Grönroos –Peppers, Rogers Business development on the Internet –Moore –Armstrong, Hagel III
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The thesis method Explorerende research design –Desktop analysis –Focus groups –In-depth interviews
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The thesis analysis 1. Identifying a customer relation –Trust –Value –Loyalty –Satisfaction –Commitment
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The thesis analysis (cont..) 2. The customer feedback loop –Detect customer defections –Identifying customer value period –MVC, STC & BZ –Mapping customer preferences
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The thesis analysis (cont..) 3. An Internet approach –Est. user communities Transaction offerings Member content (GUI) –Untraditional segmentation –Market adoption
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Expected conclusions Diversed user preferences People expect to be treated as individuals Enhanced products for Internet users “Increased product development”
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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
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