Inhaltsangabe: 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. Inhaltsverzeichnis: Table of Contents:
1.INTRODUCTION6 1.1AIM AND OBJECTIVES OF THE REPORT7 1.2TERMINOLOGY9
1.3BACKGROUND INFORMATION: LOYALTY MANAGEMENT9 1.3.1DEFINITIONS9
1.3.2TRADITIONAL MARKETING AND LOYALTY MANAGEMENT10 1.3.3IMPORTANCE OF
LOYALTY MANAGEMENT12 1.4CHARACTERISTICS OF THE AIRLINE MARKET13
1.4.1AIRLINE INDUSTRY ANALYSIS - STEEPLE13 1.4.1.1Social13
1.4.1.2Technological14 1.4.1.3Economical14 1.4.1.4Environmental14
1.4.1.5Political15 1.4.1.6Legal15 1.4.1.7Ethical15 1.4.2CONSOLIDATION IN
PRACTICE: BRITISH AIRWAYS16 1.4.2.1British Airways and KLM16
1.4.2.2British Airways and American Airlines18 1.4.3THE CURRENT AIRLINE
SITUATION19 2.LITERATURE REVIEW22
