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Customer‐oriented service development at SAS

Fredrik Ekdahl (Frederik Ekdahl is a PhD candidate at the Division of Quality Technology and Management, Linköping University, Sweden.)
Anders Gustafsson (Anders Gustafsson is a Research Scientist at the Service Research Center, University of Karlstad, Sweden.)
Bo Edvardsson (Bo Edvardsson is a Professor at the Service Research Center, University of Karlstad, Sweden.)

Managing Service Quality: An International Journal

ISSN: 0960-4529

Article publication date: 1 December 1999

2239

Abstract

The airline industry will be going through dramatic changes in the years to come. This is due foremost to altered customer demands and expectations but also to deregulation of the airline business. Many airline companies have lost track of the true needs of their passengers and are trapped in outdated views of what airline service is all about. The paper illustrates how Scandinavian Airlines System (SAS) has tried to set a new standard for customer focused services. Part of this effort was a thorough investigation into the concerns of the customers throughout the entire travel experience. Based on the results, SAS has tried to build an understanding of its passengers and today it develops services founded on what SAS believes are the customers’ true needs and expectations.

Keywords

Citation

Ekdahl, F., Gustafsson, A. and Edvardsson, B. (1999), "Customer‐oriented service development at SAS", Managing Service Quality: An International Journal, Vol. 9 No. 6, pp. 403-410. https://doi.org/10.1108/09604529910304116

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited

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