Ett attraktivare företagserbjudande – en fallstudie på SJ AB

Sammanfattning: Purpose: The purpose of this study is to generate and provide suggestions for strategic actions, adjusted to conditions on the market, on how train operators, operating in a mature, saturated and highly competitive passenger transportation industry, should create an attractive customer offer for business travellers. Methodology: This study is based on a case study of the Swedish train operator SJ. To fulfil the purpose of the study, both primary and secondary data have been collected. The primary data has been collected through interviews with SJ's corporate customers, and through a survey with SJ's business travellers. Secondary data consists of previous studies on business travellers, and on travel management. Thus, both qualitative and quantitative data have been used in this study. Theory: In order to fulfil the purpose of the study, several theoretical concepts and models have been used, which together form the theoretical framework of the study. To be able to define the service that the case company SJ is offering, the model Three Levels of Service Package by Grönroos is applied. In order to understand the context in which travel companies are operating, theories concerning the triadic business interactions as well as the ‘hybrid’ character of the market, where both the corporate customer and the business traveller can be seen as customers, are being used. Furthermore, Kotler's model of consumer buying behavior as well as his model of business buyer behaviour are used to understand how both the corporate customers and the business traveller make their purchase decisions. Finally, theory is presented about how loyalty is created between companies and customers, which can be done through relevant and customized offers. Empirics: In the empirics section the case company, SJ, is described on a general level. Further, the company department SJ Företagsförsäljning, is described more thoroughly, as well as SJ’s service offering. A market analysis is conducted to provide a deeper understanding of SJ’s competition and the relation between market share for train/airplane traffic and traveling time. Primary and secondary data describe whom the business travellers are, the business travellers’ preferences, 7 as well as general trends in travel management and how SJ’s corporate customers organize travel management work. Analysis and conclusions: The result of this study shows that the business traveller is the one who makes the final decision regarding what mode of transportation he or she will use for business travels. The study also shows that a functioning core service, that is to say good punctuality, suitable departures, is crucial when business travellers choose mode of transportation. The study concludes that the case company SJ should focus on strengthening their business travel offer by improving the internet connection, by simplifying aspects concerning travel booking and by introducing a lower price on flexible tickets. Furthermore, SJ should try to facilitate for the business traveller to make a conscious decision when choosing mode of transportation. Finally, SJ should introduce an improved segmentation of their corporate customers, in order to create an as relevant company offer as possible.