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One to one relations on the Internet

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.

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One to one relations on the Internet

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  1. 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.

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

  3. 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

  4. 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?

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

  6. The thesis method • Explorerende research design • Desktop analysis • Focus groups • In-depth interviews

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

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

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

  10. Expected conclusions • Diversed user preferences • People expect to be treatedas individuals • Enhanced products for Internet users • “Increased product development”

  11. Expected conclusions (cont..) • A different segmentation approach • Accurate tracking of CLC • Increased focus on ROQ • Increased customer focus ONE TO ONEon the Internet isAWSOME

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