Vad är det som gör kunder lojala? : En studie om kundlojalitet med inriktning på flygbolaget SAS

Sammanfattning: Over the last couple of years the airline business has gone through some turbulent changes, which has meant that customer loyalty has been affected. It’s no longer certain how or why customers are loyal to an airline, although the companies now use more and more complicated loyalty programs to keep their customers. The purpose of this essay has therefore been to examine what makes customers loyal to a service business, and what is the extent of their loyalty. To be able to answer these questions, a survey about costumers loyalty were accomplished. The results we received show that availability is the most significant issue for customers of SAS, and satisfaction is the minimum requirement for the customer. But to be able to attract loyal customers the airline has to offer them more.