As many companies attempt to sustain competitive advantage by obtaining loyalty from its customers through a customer loyalty programs. There is one concept that has gained profound awareness, to be exact The Customer Relationship Management. This thesis tries to present how commercial airlines are capable of creating and sustaining a competitive advantage. This is theoretically demonstrated in the model, which discloses different key issues to increase the strength of customer loyalty, mainly with the proper use of the company’ customer data warehouse. At the same time, strive to demonstrate the importance of efficient and effective interaction between the analysts and the marketing department of the company, to create more effective marketing activities. I have used Scandinavian Airlines as a case company for my thesis, the company’s frequent-flyer program is a great example to study since it is one of the most common marketing strategies used by commercial airlines.
Göteborg University. School of Business, Economics and Law