In today's competitive marketplace, relationship marketing has become an important factor. Companies want to achieve customer loyalty through sustainable long-term relationships with customers, especially in the service industry. Thus, companies implement loyalty programs, and conduct consumer research to evaluate the success of these programs. The customer satisfaction construct, is often used by companies to measure the level of satisfaction of their customers. However, previous literature argues that this construct conceal negative emotions. Therefore, the authors have chosen to investigate one type of negative emotion, namely frustration, within frequent flyer programs. The purpose of this thesis is to explore and identify what incidents cause frustration for members within the SAS EuroBonus program. The authors’ goal is to tap into customer frustration, as well as different types of sensations and the underlying incidents that create these sensations. This study will further investigate what impact customer frustrations can exert on program members’ behaviour towards the SAS EuroBonus program. The research method chosen for this thesis was of qualitative nature; the primary data were collected using a single case study, with semi structured interviews, conducted with members of the SAS EuroBonus program of Silver level or higher. The findings from this research reveal that even though individuals claim to be satisfied, negative emotions and concealed frustration is evident. The incidents found in this case study concern qualification barriers, inaccessibility, no additional value, additional costs and service. These incidents resulted in both strongly and weakly felt frustration sensations, which in turn led to three categories of frustration behaviours, namely avoidance, protest and passive behaviour.

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Flygbolag står inför utmaningen att utforma lojalitetsprogram på en marknad där nästan alla konkurrenter gör samma saker för att behålla sina kunder. Utmaningen accentueras av ett ekonomiskt klimat, i vilket flygbolag behöver balansera kostnadsminskningar med att erbjuda attraktiva förmåner till kunder. Mot denna bakgrund syftar fallstudien till att analysera hur ett flygbolags lojalitetsprogram påverkar lojaliteten hos frekventa resenärer vid val av flygbolag, samt vilka förmåner resenärer värderar högst. Syftet i studien har undersökts dels genom en enkät, dels intervjuer. Studien fokuserar specifikt på flygbolaget Scandinavian Airlines lojalitetsprogram EuroBonus, samt vilka förmåner som deras frekventa resenärer värderar högst. Slutsatser som dras är att EuroBonus förstärker respondenternas lojalitet till SAS och att förmåner både uppskattas och påverkar valet av flygbolag. Trots detta kan faktorer som pris och tillgänglighet påverka val av flygbolag. För att öka lojaliteten bör SAS differentiera förmånshantering baserat på medlemmarnas behov. Vidare är öppen kommunikation och transparens viktigt. Ökning av tillgängliga platser för bonusresor och fokus på sociala förmåner är konkreta förslag som kan förbättra lojaliteten. Framtida forskning kan utforska hur olika förmåner påverkar olika kundsegment för att optimera lojalitetsprogrammens effektivitet och förstå kundernas behov bättre. / Airlines face the challenge of designing loyalty programs in a market where nearly all competitors are doing same things to retain customers. This challenge is exacerbated by an economic climate where airlines need to balance cost reductions with offering attractive benefits to customers. With this in mind, this case study aims to analyze how an airline's loyalty program affects the loyalty of frequent travelers when choosing airlines, as well as which benefits travelers value the most. The aim of the study was investigated through a survey and interviews. The study specifically focuses on the airline Scandinavian Airlines' loyalty program EuroBonus and which benefits their frequent travelers prioritize. Conclusions drawn indicate that EuroBonus reinforces respondents' loyalty to SAS and that benefits are both appreciated and influence the choice of airline. However, factors such as price and availability can affect airline choice. To increase loyalty, SAS should differentiate benefit management based on members' needs. Furthermore, open communication and transparency are crucial. Concrete suggestions such as increasing available seats for bonus trips and focusing on social benefits can enhance loyalty. Future research could explore how different benefits affect different customer segments to optimize the effectiveness of loyalty programs and better understand customer needs.

關係行銷或是一對一行銷是目前行銷領域上廣泛被討論的議 題，企業要如何透過有效的辨識、區隔、互動以及客制化來量身打造 顧客專屬的個人化產品與服務內容，並強化其重複消費動機及忠誠， 為目前各種產業爭相積極追求的目標，此外，由於微利時代風暴，各 產業無不希望透過顧客價值的辨識與經營，實現以更有效、更低的成 本的差異化行銷策略來創造高收益的企業經營目標，以航空產業如此 資本密集，高固定成本，低變動成本以及不對稱的供需平衡，誰掌握 低成本領導與差異化策略優勢，便能決戰存續於二十一世紀超競爭時 代之中。 由於資訊科技、網際網路以及資料探勘技術的臻於成熟， 充份 發揮了跨國、即時、深度滲透與互動的特性，使得關係行銷、一對一 行銷的實現變得更加有效而可行。本研究希望從顧客價值的認定、顧 客忠誠策略以及資料探勘技術的探討，來思考如何運用於航空公司會 員系統的顧客區隔，同時，希能透過航空公司產業通路架構、全球旅 行社訂位系統(CRS)的發展現狀、微妙的航空公司間策略聯盟以及不 同航空公司所提供的會員酬賓計劃內容的探討與陳述，初略地對個案 公司的所在環境進行策略性分析，以建議其所需採取投入關係行銷的 主要焦點客層。 緊接著， 利用資料探勘工具中的分群技術， 選定有效的指標變 數，針對某一區間的會員交易資料進行分群，藉由研究各群會員所蘊 含的特殊屬性，如營收貢獻、產品特性、通路喜好以及消費行為等等， 依據前述所定義的目標客層，以創造顧客價值為目標，精確建立目標 客戶群，並據以設計不同的行銷策略與產品組合，逐步深耕建立完整 會員關係行銷資料庫。 最後， 對於本研究所無法觸及的研究議題， 概略指出後續可能 的研究方向與建議。 / Customer Relationship Management and data mining in this hyper-competitive era have revealed a lot of interesting and innovative opportunities to enrich the capability of company to realize and provide customer value. They touch the most critical issue of the enterprise, “How can we create and sustain successful advantage, and maximize profitability by leveraging new technologies ?＂In this thesis, we will focus on the application of data mining in the FFP of the airlines industry, and look over the differences among FFP members to discover the implicative needs of FFP customers. First of all, we start discussion on literature review in chapter two, which was divided into three parts: customer loyalty strategy, customer value and data mining. In this chapter, we put emphasis on the concepts and definitions of above topics, and they would be helpful to us to select and decide key variables in the following data mining practice. Chapter three of this thesis is to introduce the structure and characteristics of the airlines industry, the history of Computerized Reservation System(CRS), the airlines strategy alliance and the FFP system, and to figure out the way to understand the existing threats and opportunities. Chapter four, which was abode by the steps of data mining process, defines business issues and collects around one year's FFP historical transaction data to establish the target data and perform an actual data mining practice. In this real practice, we use the demographic cluster function of IBM Intelligent Mining tool to do member clustering. We select net revenue, first and business class spending rate, reservation booking designator and customer activation as analytical variables to perform FFP member clustering. Each variable has been well equipped with weight and method to produce best cluster pattern. Finally, according to the mining results we have explored and interpreted, we provide our draft recommendations about marketing planning and mix activities from the perspectives of FFP members clustering.