A Case Study of European Low Cost Airlines

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1、HalmstadUniversitySchoolofBusinessandEngineering“AcademicProgram”DoestheCustomerReallyMatter?TheAchievementofSustainableCompetitiveAdvantageThroughRelationshipMarketingACaseStudyofEuropeanLowCostAirlinesMaster’sThesisinInternationalMarketing,15creditsFinalseminar21May2009Authors:StefanieKu

2、pka850404ThierryJamart851026Adviser:Dr.VeniltonReinertACKNOWLEDGMENTThisMaster`sthesiswaswrittenduringthespringtermof2009atHalmstadUniversitywithintheMasterProgramInternationalMarketing.WewouldliketoexpressourspecialthankstowardsoursupervisorDr.VeniltonReinertforhisimportantfeedbackduringt

3、hewritingprocessandsupport.Ourspecialthanksgototherespondentsoftheairlines,aswithouttheircooperativenessthisthesiswouldnothavebeenpossible.VeryspecialthanksgoestoRonanO’BrianandJacquelineMeier(Ryanair),FrançoisBacchetta(EasyJet)andMarinaSchlüpmann(AirBerlin)whowereveryanxioustoprovideuslot

4、ofinformationandstandusquestionandanswer.Yourinformationandsupportwasnecessaryforcompletingthisthesis.Lastbutnotleast,wewanttoexpressourspecialgratitudetoourfamilieswhostandusbyandmotivateduseachday.Halmstad,2009StefanieKupkaandThierryJamartIABSTRACTNowadays,theEuropeanairlinemarketischara

5、cterizedbytwomajordifferentairlinebusinessmodels;thefullserviceairlinesandthelowcostairlines.Secondary,appearedforthefirsttimein1985informoftheIrishlowcostcarrierRyanair.Inrecentdays,theEuropeanlowcostmarketstandsoutthroughitsgrowthpotentialandhighcompetitiveness.Therefore,startupcompanies

6、aimingtojointhewaveofsuccessaswellasinsolvencyofnewlyestablishedairlinesarepartofthedailyoccurrence.Thechallenge,thatestablishedlowcostairlinesarefacedwith,istocreatecompetitiveadvantagesagainstnewentrantsanddirectcompetitorsunderthecircumstancesofenvironmentalchanges.Inadditiontothedescri

7、bedproblemamodelwasdevelopedinordertopicturethesituation.Thispaperaimstoprovideananswertothespecificquestion:Howdolowcostairlinesuserelationshipmarketinginordertoenhance,maintainandattractnewcustomers?Thesecondstepistofigureouthowthosetoolsaffecttheairlinesgen