Competitor analysis: Airlines’ leisure travel products from the frequent flyer’s perspective
Leppäjärvi, Pinja (2018)
Leppäjärvi, Pinja
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018121221108
https://urn.fi/URN:NBN:fi:amk-2018121221108
Tiivistelmä
This thesis was a competitor analysis which evaluated the competitiveness of airline companies’ leisure travel products. The commissioner of this thesis was Finnair Plus, the frequent flyer program of airline Finnair and the objective of the study was to find out the most valuable features of each leisure travel product for the benefit of a frequent flyer.
The objective of this thesis was to understand the strengths and weaknesses of each air-lines’ leisure travel product examined in this study and to receive innovative improvement ideas.
This thesis is established for the department of customer loyalty of Finnair and therefore the competitor analysis focused on the features which are associated with customer loyalty and a frequent flyer’s benefit.
The thesis begins with an overview of the studied topic, explanation of the purpose of the thesis, introduction of the companies examined in this thesis and descriptions of the chapters.
The research method used in this thesis was a qualitative content analysis. The research was implemented by collecting data from both literature and Internet sources. Most of the references are from each airlines’ official loyalty program and holiday websites.
The method to use to compare the companies with each other was a competitor analysis.
In the actual competitor analysis chapter the holiday products of each airline were described and examined. Several important features of leisure travel products and frequent flyer programs were compared such as flight point earning and using, the special benefits for top tier members and the value of a flight point. The study showed that all the holiday products have their strengths and weaknesses but some of them stood out for their innovativeness.
The objective of this thesis was to understand the strengths and weaknesses of each air-lines’ leisure travel product examined in this study and to receive innovative improvement ideas.
This thesis is established for the department of customer loyalty of Finnair and therefore the competitor analysis focused on the features which are associated with customer loyalty and a frequent flyer’s benefit.
The thesis begins with an overview of the studied topic, explanation of the purpose of the thesis, introduction of the companies examined in this thesis and descriptions of the chapters.
The research method used in this thesis was a qualitative content analysis. The research was implemented by collecting data from both literature and Internet sources. Most of the references are from each airlines’ official loyalty program and holiday websites.
The method to use to compare the companies with each other was a competitor analysis.
In the actual competitor analysis chapter the holiday products of each airline were described and examined. Several important features of leisure travel products and frequent flyer programs were compared such as flight point earning and using, the special benefits for top tier members and the value of a flight point. The study showed that all the holiday products have their strengths and weaknesses but some of them stood out for their innovativeness.